[Autom. eng. transl.] In the posters of the Italian electoral campaign for the policies of April 2008, of which in this work we have analyzed some examples, the role of clarifiers and revelators of the profound value system of reference has been particularly evident, above all in consideration of the significant changes of denominations, symbols, alliances that have affected most Italian parties. The socio-semiotic approach, attentive to the syntactical dimension of the texts and inspired by Landowski's distinction between two paradigmatic models of intersubjectivity, that of the "contract" and that of the "purchase", allowed us to read the expressive choices of the parties as signals, not exhaustive but certainly significant, of the broader dynamics of representation and representation immanent in acting and in communicating politics. The analysis highlighted how the positioning choices made by the parties in the last election campaign were dictated primarily by the need to redefine themselves with respect to the traditional values and ideologies of reference. In particular, for those forces that presented themselves to voters on the basis of symbolic universes consolidated over time, the "contract" mode prevailed as a form of capitalization of a trust that had already been won; for the newly formed political subjects, the logic of the "contract" was instead combined with that of the "purchase", relying as much on the trust delegation as on the precise statement of product values to be conquered.
|Translated title of the contribution||[Autom. eng. transl.] POLICY AND URBAN SPACES. The manifesto in the 2008 election campaign|
|Number of pages||16|
|Journal||COMUNICAZIONI SOCIALI ON-LINE|
|Publication status||Published - 2009|
- campagna elettorale
- comunicazione politica