June 10 11:57 a.m. by Nicole Martinelli
Italians and politics: never a dull moment, right?
Wrong.
When Silvio Berlusconi broke the record for the longest-serving Italian government since World War II on May 5, it seemed to break the spell of revolving-door coalitions that had made for nearly 60 years of tumult. EU elections on June 12-13 threaten to topple his reign and boredom may be a deciding factor.
In a country where aesthetics are king, Italians won’t waste a second glance at election posters. In fact, this crop is considered so bland that even satirists are bored. Association Peace Link sent out a call to creative types to take a shot at lampooning politicians, complaining that “gray” styles and uniform slogans don’t lend themselves to parodies.
Berlusconi, known for his dynamic communication style, is trying to capture votes with ho-hum slogans like “vote Forza Italia to be protagonists in Europe and the World.” Other yawn-provoking tag lines include: “Let’s give a voice to the environment” (Green Party), “Only one interest: the Italians,” from right wing party Alleanza Nazionale and “a vote to defend local products and interests and our Christian roots,” from the Northern League.
“We’re stuck in the 60s and 70s (for slogans), the 80s (for style) and the 90s (for candidates and parties),” pundit Beppe Severgnini summed up the general mood in leading daily Corriere della Sera. “Apparently all the brilliant copy writers have been drugged and locked up in a basement somewhere. Either that or they looked at the usual suspects they were asked to promote and begged to write copy for ready-made pasta sauce and photocopy machines instead.”
Candidates are also remarkably boring for the Italian scene. In what has so far been a tame electoral season, off-the-wall candidates like porn-star Cicciolina or the self-proclaimed “Dr. Seduction” have been replaced by a glut of TV hosts and a 99-year-old nursing home resident.
To liven things up, one journalist candidate for Berlusconi’s Forza Italia party made a lame half-confession of bisexuality, but it is a far cry from the Love Party and even the media seemed bored by it.
The resulting apathy coupled with forecasted beach weather may be a deciding factor on whether Berlusconi stays or goes, but for some the heart of Italian politics remains the same.
“Politics and political communication will always be essentially boring,” Diana Eugeni, who teaches visual communication at the Politecnico University of Milan, told zoomata. “Parties need to create heroes, journalists need to talk about single candidates and this is the result. They are the driving force in this hero game and we’ll follow them like it or not.”?photo + text 1999-2004 zoomata.com
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Related resources:
Satired posters —
http://www.clarence.com/satira/manifesti_elettorali/
http://italy.peacelink.org/votantonio/indices/index_1281.html
The real deal
http://www.forza-italia.it/congressonazionale/homepage.htm