Emergence of the candidate and political marketing: Television and election campaigns in Italy in the 1980s

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Abstract
Major changes are occurring in Italy's political communication system. Party‐media relations, which for so long have been characterized by collusion, with journalists being subservient to the needs and wants of the political parties, have begun to show some signs of changing. Television journalism may be moving away from political subservience, indicated by an increasing emphasis on the entertainment aspects of political contests, greater attention to candidates’ personal qualities, and a move away from traditional party‐centered coverage to more candidate‐centered coverage. The parties, for their part, are placing increasing emphasis on political marketing. The rise of the commercial broadcast media in the 1970s and 1980s may well have been the “Trojan horse” for the introduction of political‐marketing techniques in Italian election campaigns.

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