Abstract
This article analyses the consequences of Berlusconi’s political career on a political communication level. Its most obvious feature is the cult of personality, present in both political culture and practices. Ten years after Forza Italia was founded, those electoral marketing techniques, which in 1994 were employed for the first time, are now common praxis. Nevertheless, precisely when political communication is highly dominated by technology and professional expertise, its social and interactive dimension also emerges. Consequently, in order to comprehend the post-Berlusconi phenomenon, one must analyse how television messages are first received and then filtered through personal experience. specifically, it is necessary, according to the author, to recognise that the attention is shifted from communication to relation.
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