THE LANGUAGE OF THE 'SECOND REPUBLIC' AGAINST A BACKGROUND OF THE POLITICAL COMMUNICATION ON THE EVE OF THE NEW MILLENIUM (Linguaggio della Seconda Repubblica nel panorama della comunicazione politica all'alba del nuovo millenio)
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The main focus of the article is to depict the changes in the political communication in Italy that happened at the beginning of the 90's, as an aftermath of Mani pulite investigation and the changes within the voting system. The language, used by the politicians of the so-called 'Second Republic' and the persuasive techniques they use to gain support of the electors, have undergone some modifications, due to the strong impact of the mass media, but also the new socio-political situation. According to the rules of marketing policy, communication is based on the construction of the image that would live up to the recipients' expectations. Political communication remains under the influence of personalization and spectacle - the political language is the language of the leaders of different parties. However, the language itself is simple, comprehensible for most of the citizens. One of the politicians who have strong impact on the political situation in Italy is, undoubtedly, Silvio Berlusconi. He gained tremendously big support in short time period, by following the rules of marketing policy and using proper communication strategies.
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