the image challenge is played on Instagram-Corriere.it

Power of the image (and of disintermediation, i.e. reaching citizens directly). Silvio Berlusconi had already understood this thirty years ago with his messages in the videotapes delivered to the newsrooms. And now, in the civilization of social networks, the tool called Instagram comes in handy, which more than the other half brothers, uses photos and videos to communicate. Giorgia Meloni and Elly Schlein are well aware of this and it is no coincidence that they are at the top of the list of those who have recently been gaining followers on this social network. The video posted on May 1 by the Prime Minister from Palazzo Chigi, for example, had almost 280,000 views and received much comment (even critically). And also the secretary of the Democratic Party, who also starts from much lower numbers having entered the stage of national politics for a few months, collects interesting numbers with her videos. In the last week, Meloni and Schlein are growing, the first one registers a +3% increase in engagement (interaction with users) compared to the average while for the second one the increase is 5%. Their competitors Matteo Salvini and Giuseppe Conte, on the other hand, although they have always been very active, are losing a few blows. But let’s look at some numbers.

In absolute terms, the secretary of the League is the one with the highest number of Followers: 2,204,769. Immediately followed by the president of the Movimento 5 Stelle: 1,742,965. The leader of the Brothers of Italy is in third place: 1,594,209. The secretary of the Democratic Party closes the list with 296,381 followers. But if we look at the trends, the situation changes. And it shows how the narrative of politics is changing, or could change. this is where we see the growth of those who are focusing on Instagram more than others. Elly Schlein grows by 5%, Melons by 3%. the sign of the will to seek a mode of communication that is less aggressive, less based on easy-to-effect slogans (but also easier to be forgotten), and more reassuring. With her May 1st video, the Prime Minister explained to Italians how the government is working to lower taxes, bringing them into the control room, as if it were their home (and many did not like it). Schlein made a lot of noise with the famous interview with Vogue and with the images of his look recommended by the color matcher. Conversely, Matteo Salvini recorded a decrease in average engagement of 0.69% and Giuseppe Conte of 0.35%. Small things, perhaps, but which can give the measure of how Italian politics in this phase is polarizing on the figures of Meloni and Schlein.