The direct appeal is changing the format of communication of political parties: social networks gain space and reduce traditional mediation structures

Abstract

The interview given in his office at the University of Perugia, Italy by Paolo
Mancini is an important document that instigates us to think about a new model of communication based on the direct relationship between source and user, between the politician and the voter, a clear reflection of the processes of information transparency. Mancini reinforces that this new trend of communication applies to political parties by changing some traditional practices within democratic societies. By interacting directly with the voter the politician opens a new communication path, a new channel without traditional intermediation. Mancini classifies this phenomenon as a “direct appeal”, a populist style that allows the politician to adapt to the ideas, language and values already shared by the citizen. For Mancini public administrations are compelled to publish the data, not only to comply with the law, but because individuals have the possibility to access and circulate the information through the network.