centeroКонтуры глобальных трансформаций: политика, экономика, правоOutlines of global transformations: politics, economics, law2542-02402587-9324Center for Crisis Society Studies10.31249/kgt/2025.05.07centero-2027Research ArticleПроблемы Старого СветаProblems of the Old WorldПолитический маркетинг в Италии (на примере успеха партий правой коалиции)Political Marketing in Italy: The Case of the Right Coalition’s Successhttps://orcid.org/0000-0002-2493-3900МасловаЕ. А.MaslovaE. A.

Маслова Елена Александровна, кандидат политических наук, доцент кафедры интеграционных процессов, доцент

проспект Вернадского, д. 76, г. Москва, 119454

Elena A. Maslova, PhD (Political Sciences), Аssociate Рrofessor

Vernadskogo Аvenue, 76, Moscow, 119454

e.maslova@inno.mgimo.ruhttps://orcid.org/0009-0002-4377-835XСамородовА. И.SamorodovA. I.

Самородов Артем Игоревич, аспирант

проспект Вернадского, д. 76, г. Москва, 119454

 Artem I. Samorodov, PhD Сandidate

Vernadskogo Аvenue, 76, Moscow, 119454

samorodov_artem@inbox.ruМГИМО МИД РоссииРоссияMGIMO – UniversityRussian Federation202510092026185Современные электоральные процессы: новые явления и участники124140Copyright © Маслова Е.А., Самородов А.И., 20262026Маслова Е.А., Самородов А.И.Maslova E.A., Samorodov A.I.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.ogt-journal.com/jour/article/view/2027

В статье исследуется развитие политического маркетинга и использование маркетинговых технологий электорального успеха в Италии на примере партий ныне правящей правоцентристской коалиции («Вперед, Италия», «Лига», «Братья Италии»). Рассматриваются изменения политической системы после перехода от Первой республики ко Второй и трансформация электорального по‑ ведения граждан, включая рост числа колеблющихся избирателей. Проаналзировано состояние сферы политического маркетинга в Италии, который сочетает в себе два подхода: узкий, ориентированный на применение отдельных технологий, и широкий, предполагающий построение долгосрочных отношений с электоратом. На приме‑ ре партий «Вперед, Италия» С. Берлускони, «Лига» М. Сальвини и «Братья Италии» Дж. Мелони анализируются стратегии формирования личного бренда лидера, медиастратегии, использование социальных сетей и цифровых платформ. Авторы приходят к выводу, что успех партий обеспечен комплексом факторов: персонификацией (построение сильного личного бренда лидера), интеграцией медиастратегии, адаптацией коммуникации к цифровой среде и эффективной работой с колеблющимся электоратом путем четкого, понятного и яркого донесения основных тезисов.

The article examines the development of political marketing and the use of marketing technologies for achieving electoral success in Italy. The study uses the example of the parties forming the current centre-right ruling coalition (“Forza Italia”, “Lega”, and “Fratelli d’Italia”). The research considers the transformation of Italy’s political system following the transition from the First to the Second Republic, as well as the evolution of citizens’ electoral behaviour, including the rise of undecided voters. The authors analyze the state of political marketing in Italy, which combines two main approaches: a narrow one, focused on the use of specific campaign techniques, and a broad one, aimed at building long-term relationships with the electorate. Through the cases of “Forza Italia” led by Silvio Berlusconi, “Lega” by Matteo Salvini, and “Fratelli d’Italia” by Giorgia Meloni, the authors explore strategies for personal brand formation, media strategy integration, and the use of social media and digital platforms. The authors conclude that the success of these parties is driven by a combination of factors: personalization (the creation of a strong leader’s personal brand), integration of media strategies, adaptation of communication to the digital environment, and effective engagement with undecided voters through clear, consistent, and compelling messaging.

Италияполитический маркетингДж. МелониМ. СальвиниС. Берлускониэлекторальные технологииItalypolitical marketingMeloniSalviniBerlusconielectoral technologiesReferencesАнохин М.Г. Современные технологии эффективной политики. – Москва : РУДН, 2008. – 239 с.Anokhin M.G. (2000). Political Technologies. RUDN Journal of Political Science. No. 2, pp. 101–114 (in Russian).Анохин М.Г. Политические технологии // Вестник Российского университета дружбы народов. Сер. Политология. – 2000. – № 2. – С. 101–114.Anokhin M.G. (2008). Modern Technologies of Effective Politics. Moscow: RUDN, 239 pp. (in Russian).Васильева П.И. Глобальные политические технологии: теория и практика // Обозреватель – Observer. – 2012. – № 8. – С. 77–83.Cwalina W., Falkowski A., Newman B.I. (2015). Political Marketing: Theoretical and Strategic Foundations. New York: Routledge, 353 pp.Демидченко В.В. Понятие политических технологий: сущность, формы и виды // Власть. – 2015. – № 12. – С. 140– 142.Demidchenko V.V. (2015). The Concept of Political Technologies: Essence, Forms, and Types. Vlast. No. 12, pp. 140– 142 (in Russian).Зонова Т.В. Партийная система Италии // Актуальные проблемы Европы. – 2018. – № 2. – С. 156–177.Diamanti I. (1994). Politics as marketing. Micromega. No. 2, pp. 60–77 (in Italian).Ильин М.В., Шиковец М.А. Политические технологии избирательного процесса // Управленческое консультирование. – 2005. – № 1. – С. 143–151.Diamanti I., Lello E. (2005). The Casa della Libertà: A House of Cards? Modern Italy. Vol. 10, no. 1, pp. 9–35. DOI: 10.1080/13532940500113326.Левин И.Б. Размышления об итальянском кризисе // ПОЛИС. Политические исследования. – 1995. – № 2. – С. 44–57.Fedorchenko S.N. (2017). On the History of the Development of Political Technologies in Russia. Russia XXI. No. 4, pp. 6–31 (in Russian).Любин В.П. Итальянская партийно-политическая система в 90-е годы // Мировая экономика и международные отношения. – 1998. – № 3. – С. 85–96.Follini M. (2006). Theory, Practice, and Ideology of Berlusconism. Il Mulino. Vol. 55, no. 2, pp. 253–263 (in Italian).Маслова Е.А. Парламентские выборы в Италии 2022: лидеры и идеи // Научно-аналитический вестник Института Европы РАН. – 2022. – № 5. – С. 55–62. – DOI: 10.15211/vestnikieran520228086.Harrop M. (1990). Political marketing. Parliamentary Affairs. Vol. 43, no. 3, pp. 277–291.Маслова Е.А., Шебалина Е.О. Трансформация партийно-политической системы Италии // Современная Европа. – 2021. – № 2. – С. 111–123. – DOI: 10.15211/soveurope22021111123.Henneberg S.C., O’shaughnessy N.J. (2007). Theory and concept development in political marketing: Issues and an agenda. Journal of Political Marketing. Vol. 6, no. 2–3, pp. 5–31. DOI: 10.1300/J199v06n02_02.Самородов А.И. Политический маркетинг в Италии: тенденции развития и проблематика // Общественные науки и современность. – 2025. – № 1. – С. 137–150. – DOI: 10.7868/S2712910125010108.Henneberg S.C. (2008). An epistemological perspective on research in political marketing. Journal of Political Marketing. Vol. 7, no. 2, pp. 151–182. DOI: 10.1080/15377850802053158.Самородов А.И. Трансформация системы управления партии «Лига» после 2013 г. // Научно-аналитический вестник Института Европы РАН. – 2023. – № 5 (35). – С. 62–72. – DOI: 10.15211/vestnikieran520236272.Hughes A., Dann S. (2009). Political marketing and stakeholder engagement. Marketing Theory. Vol. 9, no. 2, pp. 243– 256. DOI: 10.1177/1470593109103070.Тимофеев О.В. Понятийные проблемы политических интернет-технологий: поиск адекватной интерпретации // Власть. – 2011. – № 7. – С. 44–47.Ilyin M.V., Shikovets M.A. (2005). Political Technologies of the Electoral Process. Administrative Consulting. No. 1, pp. 143–151 (in Russian).Федорченко С.Н. К истории развития политических технологий в России // Россия XXI. – 2017. – № 4. – С. 6–31.Lees-Marshment J. (2012). Routledge Handbook of Political Marketing. S. l.: Routledge, 408 pp.Cwalina W., Falkowski A., Newman B.I. Political Marketing: Theoretical and Strategic Foundations. – New York : Routledge, 2015. – 353 p.Lees-Marshment J. (2019). Political Marketing: Principles and Applications. S. l.: Routledge, 266 pp.Diamanti I. La politica come marketing // Micromega. – 1994. – N 2. – P. 60– 77. – Итал. яз.Levin I.B. (1995). Reflections on the Italian Crisis. POLIS. Political Studies. No. 2, pp. 44–57 (in Russian).Diamanti I., Lello E. The Casa della Libertà: A House of Cards? // Modern Italy. – 2005. – Vol. 10, N 1. – P. 9–35. – DOI: 10.1080/13532940500113326.Lock A., Harris P. (1996). Political marketing‐vive la différence! European Journal of Marketing. Vol. 30, no. 3, pp. 14–24.Follini M. Teoria, prassi e ideologia del berlusconismo // Il Mulino. – 2006. – Vol. 55, N 2. – P. 253–263. – Итал. яз.Lyubin V.P. (1998). The Italian Party-Political System in the 1990s. World Economy and International Relations. No. 3, pp. 85–96 (in Russian).Harrop M. Political marketing // Parliamentary Affairs. – 1990. – Vol. 43, N 3. – P. 277–291.Mariotti C. (2011). Berlusconism: some empirical research. Bulletin of Italian Politics. Vol. 3, no. 1, pp. 35–57.Henneberg S.C. An epistemological perspective on research in political marketing // Journal of Political Marketing. – 2008. – Vol. 7, N 2. – P. 151–182. – DOI: 10.1080/15377850802053158.Maslova E.A., Shebalina E.O. (2021). Transformation of Italy’s Party-Political System. Contemporary Europe. No. 2, pp. 111–123 (in Russian). DOI: 10.15211/soveurope22021111123.Henneberg S.C., O’shaughnessy N.J. Theory and concept development in political marketing: Issues and an agenda // Journal of Political Marketing. – 2007. – Vol. 6, N 2–3. – P. 5–31. – DOI: 10.1300/J199v06n02_02.Maslova E.A. (2022). The 2022 Parliamentary Elections in Italy: Leaders and Ideas. Scientific and Analytical Bulletin of the Institute of Europe RAS. No. 5, pp. 55– 62 (in Russian). DOI: 10.15211/vestnikieran520228086.Hughes A., Dann S. Political marketing and stakeholder engagement // Marketing Theory. – 2009. – Vol. 9, N 2. – P. 243–256. – DOI: 10.1177/1470593109103070.Mellone A., Gregorio L.D. (2004). The childhood of an approach: Political marketing in Italy. Journal of Political Marketing. Vol. 3, no. 3, pp. 17–39. DOI: 10.1300/J199v03n03_02.Lees-Marshment J. Routledge Handbook of Political Marketing. – [S. l.] : Routledge, – 2012. – 408 p.Newman B.I. (1999). Handbook of Political Marketing. Thousand Oaks, CA: SAGE, 792 pp.Lees-Marshment J. Political Marketing: Principles and Applications. – [S. l.] : Routledge, – 2019. – 266 p.Novelli E. (1995). From Party TV to the TV Party: Television and Politics in Italy, 1960–1995. S. l.: La Nuova Italia, 310 pp. (in Italian).Lock A., Harris P. Political marketing‐ vive la différence! // European Journal of Marketing. – 1996. – Vol. 30, N 3. – P. 14–24.Ormrod R.P. (2012). Defining Political Marketing. Institut for Økonomi, Aarhus Universitet. Management Working Papers. No. 2012-02, pp. 1–17.Mariotti C. Berlusconism: some empirical research // Bulletin of Italian Politics. – 2011. – Vol. 3, N 1. – P. 35–57.Orsina G. (2016). Berlusconism. Ayer. Vol. 104, no. 4, pp. 43–66 (in Italian).Mellone A., Gregorio L.D. The childhood of an approach: Political marketing in Italy // Journal of Political Marketing. – 2004. – Vol. 3, N 3. – P. 17–39. – DOI: 10.1300/J199v03n03_02.Pastoureau M. (2023). Blue: The History of a Color. Princeton: Princeton University Press, 216 pp.Newman B.I. Handbook of Political Marketing. – Thousand Oaks, CA : SAGE, 1999. – 792 p.Paramei G.V., D’Orsi M., Menegaz G. (2014). Italian blues’: A challenge to the universal inventory of basic colour terms. Journal of the International Colour Association. Vol. 13, pp. 27–35.Novelli E. Dalla TV di partito al partito della TV: televisione e politica in Italia, 1960–1995. – [S. l.] : La Nuova Italia, 1995. – 310 p. – Итал. яз.Poli E. (2001). Forza Italia: Structures, Leadership, and Territorial Roots. Bologna: Il Mulino, 296 pp. (in Italian).Ormrod R.P. Defining Political Marketing // Institut for Økonomi, Aarhus Universitet. Management Working Papers. – 2012. – № 2012-02 – P. 1–17.Political marketing (2022). Newman B.I. et al. Political marketing. The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs. Cham: Springer International Publishing, pp. 1022–1034.Orsina G. El berlusconismo // Ayer. – 2016. – Vol. 104, N 4. – P. 43–66. – Итал. яз.Samorodov A.I. (2023). Transformation of the League Party’s Management System After 2013. Scientific and Analytical Bulletin of the Institute of Europe RAS. No. 5 (35), pp. 62–72 (in Russian). DOI: 10.15211/vestnikieran520236272.Pastoureau M. Blue: The History of a Color. – Princeton : Princeton University Press, 2023. – 216 p.Samorodov A.I. (2025). Political Marketing in Italy: Development Trends and Key Issues. Social Sciences and Contemporary World. No. 1, pp. 137–150 (in Russian). DOI: 10.7868/S2712910125010108.Paramei G.V., D’Orsi M., Menegaz G. Italian blues’: A challenge to the universal inventory of basic colour terms // Journal of the International Colour Association. – 2014. – Vol. 13. – P. 27–35.Scammell M. (1995). Designer Politics: How Elections Are Won. Houndmills, Basingstoke: Macmillan, 342 pp.Poli E. Forza Italia: Strutture, leadership e radicamento territoriale. – Bologna : Il Mulino, 2001. – 296 p. – Итал. яз.Scammell M. (1999). Political marketing: Lessons for political science. Political Studies. Vol. 47, no. 4, pp. 718–739.Political marketing / Newman B.I., Cwalina W., Falkowski A., Newman T.P., Jabłońska M. // The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs. – Cham : Springer International Publishing, 2022. – P. 1022–1034.Shama A. (1976). The marketing of political candidates. Journal of the Academy of Marketing Science. Vol. 4, pp. 764–777.Scammell M. Designer Politics: How Elections Are Won. – Houndmills, Basingstoke : Macmillan, 1995. – 342 p.Sharma K. (2016). Studies of political marketing: an annotated bibliography. International Journal of Advanced Scientific Research and Management. Vol. 1, no. 10, pp. 1–7.Scammell M. Political marketing: Lessons for political science // Political Studies. – 1999. – Vol. 47, N 4. – P. 718–739.Sparrow N., Turner J. 2001). The permanent campaign – The integration of market research techniques in developing strategies in a more uncertain political climate. European Journal of Marketing. Vol. 35, no. 9/10, pp. 984–1002.Shama A. The marketing of political candidates // Journal of the Academy of Marketing Science. – 1976. – Vol. 4. – P. 764–777.Timofeev O.V. (2011). Conceptual Issues of Political Internet Technologies: Seeking an Adequate Interpretation. Vlast. No. 7, pp. 44–47 (in Russian).Sharma K. Studies of political marketing: an annotated bibliography // International Journal of Advanced Scientific Research and Management. – 2016. – Vol. 1, N 10. – P. 1–7.Vasilyeva P.I. (2012). Global political technologies: theory and practice. Observer. No. 8, pp. 77–83 (in Russian).Sparrow N., Turner J. The permanent campaign – The integration of market research techniques in developing strategies in a more uncertain political climate // European Journal of Marketing. – 2001. – Vol. 35, N 9/10. – P. 984–1002.Zonova T.V. (2018). Italy’s Party System. Current Problems of Europe. No. 2, pp. 156–177 (in Russian).

The authors declare that there are no conflicts of interest present.