Political Marketing in Italy: The Case of the Right Coalition’s Success

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.

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