September 2014, Year VI, n. 9
Éminence grise at 30. Spin doctor or guy of the South?
Telos: Let’s focus on two incredible election/media victories: Berlusconi in 2001 and Renzi in 2013/2014. Different contexts, very different media tools, but the key message seems much the same: let’s change Italy. Does this mean that despite the Italians’ distrust of institutions and parties they still place their faith in a leader who promises demiurgic interventions?
Dino Amenduni: Change is a political issue exploited by many, not just Berlusconi or Renzi. Everyone wants to change Italy, but not many explain how or who should benefit and who should not. But that’s another story. I think there’s another reason for Berlusconi’s success in 2001 and Renzi’s in December 2013 and May 2014, a reason that has nothing to do with them as individuals: there were no credible opponents ... more
Amenduni reminds us that on the political battlefield one doesn’t live (or win) only thanks to communication. But that’s not all: he goes one step further and accurately defines the framework of a spin doctor’s job. He reminds us that the first commandment in the handbook of a political communicator is not to sell the candidate, but to avoid making ... more