The times they are a-changin’: party campaign strategies in the 2018 Italian election

Abstract

The 2018 Italian election produced striking results, with both a historic success for the two challenger parties (League and M5S) and massive defeats for the two mainstream parties (PD and FI). This article analyses party campaign strategies and their consistency with the opportunity structures provided by the configuration of Italian public opinion. Relying on issue-yield theory, original survey data were collected for both issue support and priority among Italian voters, and party emphases on issues in the electoral campaign – through Twitter data. The findings indicate a generalised ideological inconsistency of the constituencies of the main parties, while campaign strategies appear much more ideologically consistent. Moreover, it is found that parties focused mostly on conflict-mobilisation strategies, rather than on problem solving. Finally, the article shows that, in general, parties acted strategically, by aligning their campaign to the available opportunities, although with relevant variations across parties.