Manuale di comunicazione politica in Rete
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- Gilberta Enrichetta Alberti
- 8 anni fa
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1 Istituto di studi Politici S. Pio V - Roma Stefano Epifani, Alessio Jacona, Roberto Lippi, Magda Paolillo Manuale di comunicazione politica in Rete Costruire il consenso nell'era del Web2.0 Editrice Apes 2011
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3 Manuale di comunicazione politica in Rete 1 SOMMARIO "#$%$&&'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!)!"#$%& '& (& ')& *+,-.+,/012& 3/))+& *2,40.*+5.20/& 62).1.*+& 0/))7/8+& 3/)& :/-;9<& => *!(+$#&,(-.(/'%0-'%$12,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3 *!*!(4,(&/$1'#-,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3 *!5!(4$(#'6-,1-(7-(81(%'18'.$(&8..'(/,%81-/'9-,1$(:,.-2-/'(-1(;$2$(!!!!!!!!!!!!!!!!*< *!=(>-'.,6'#$(/,1(-.(?:#-%,(:'#2-2,(7@A2'.-'B(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5C *!3!(D,%81-/'9-,1$(:,.-2-/'($(E$05!FG(81(:#-%,('::#,//-,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 53 *!H!(4$(2#$(6$1$#'9-,1-(7$..'(/,%81-/'9-,1$(:,.-2-/'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5I *!<!(D'#'22$#-(7-&2-12-J-(7$..'(/,%81-/'9-,1$(:,.-2-/'('228'.$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!! CF *!I!(4'(.$'7$#&K-:(:,.-2-/'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! CC *!)(D,1&$1&,($(.$6-22-%-2L(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! C3 *!*F!("'#2$/-:'9-,1$($(%$7-'(7-6-2'.-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! C< *!**!(4$66$#$(-.(/'%0-'%$12,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! =* 5!(D,%81-/'#$(.'(:,.-2-/'(-1(;$2$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! =C 5!*!(4'(/,%81-/'9-,1$(:,.-2-/'(,1.-1$(2#'(-1M,#%'9-,1$($(#$.'9-,1$(!!!!!!!!!!!!!!! =C 5!5!(N8,J-(/,12$&2-(-1M,#%'2-J-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! =I 5!C!(4'(18,J'($#'(7$..'(#$.'9-,1$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 3* 5!=!(O(/,&'(%-(&$#J$(.'(;$2$P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 33 5!=!*!(+,6.-,(&':$#$(/,&'(&-(7-/$(7-(%$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 3< 5!=!5!(+,6.-,(-1M,#%'#$(&8..'(%-'('22-J-2L(:,.-2-/'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 3) 5!=!C!(+,6.-,('JJ-/-1'#%-('-(%-$-($.$22,#-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! H*
4 2 S. Epifani, A. Jacona, R. Lippi, M. Paolillo 5!=!=!(+,6.-,($&&$#$(:#$&$12$(&8.(2$##-2,#-,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! H= 5!=!3!(+,6.-,(&8::,#2'#$(.'(%-'(/'%:'61'($.$22,#'.$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! H= 5!=!H!(+,6.-,(&8::,#2'#$(.$(-1-9-'2-J$(:,.-2-/K$(%-$(,(7$.(%-,(:'#2-2,(!!!!!!! HH 5!=!<!(+,6.-,(/,%81-/'#$(%$(&2$&&,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! H< 5!3!(Q8'12,(2$%:,(#-/K-$7$($&&$#$(,1.-1$P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! HI 5!H!(DK-(6$&2-&/$(.'(%-'(:#$&$19'(,1.-1$P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! <C 5!<!(Q8'.-(&,1,(-(:#-%-(:'&&-(7'(/,%:-$#$P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! <H 5!<!*!(O1'.-99'#$(-.(/,12$&2,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! <H 5!<!5!(>'#$(M,#%'('..'(:#,:#-'(:#$&$19'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! <I 5!<!C!("#,%8,J$#$(.'(:#,:#-'(:#$&$19'($7('.-%$12'#$(-.(7-'.,6,(!!!!!!!!!!!!!!! <) 5!<!=!(R-&8#'#$(-(#-&8.2'2-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! IC 5!I!(Q8'.-($##,#-(7$J,($J-2'#$P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I= 5!I!*!(N,1(0'#'#$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I= 5!I!5!(N,1(2$12'#$(7-(/,1J-1/$#$('(2822-(-(/,&2-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I3 5!I!C!(N,1(/,12'#$(6.-(82$12-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I3 5!I!=!(N,1('J$#$(M#$22'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! IH 5!I!3!(N,1(-%:#,JJ-&'#$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! IH 5!I!H!(N,1(M'#$(-.(:'&&,(:-S(.816,(7$..'(6'%0'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I< 5!I!<!(N,1(&:$#'#$(7-(:,2$#(/,12#,..'#$(2822,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I< 5!I!I!(N,1(2$12'#$(7-(/$1&8#'#$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! II 5!I!)!(N,1(7'#$(2#,::,(.'J,#,('6.-('JJ,/'2-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I) 5!I!*F!(N,1(/#$7$#$('.(6#'2-&(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I) 5!I!**!(N,1('J$#$(:'8#'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!)F C!(4'(:#$&$19'(,1.-1$(7$-(:,.-2-/-(-2'.-'1-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!)C
5 Manuale di comunicazione politica in Rete 3 C!*!(4@'::#,//-,('..'(/,%81-/'9-,1$(-1(;$2$(7$-(:,.-2-/-(-2'.-'1-(!!!!!!!!!!!!!!!!!!!!!!!!)C C!5!(4'(:#$&$19'(,1.-1$(7$-(:,.-2-/-(-2'.-'1-G(81'(M,2,(-1(0-'1/,($(1$#,(!!!!!!!!!!!)= C!C!(D,%$(&,1,(:#$&$12-(-1(;$2$(-(:,.-2-/-(-2'.-'1-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!)< C!=!(A(:,.-2-/-(,1.-1$G(/,%81-/'9-,1$(-12$#'22-J'(,(&2'2-/'P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*F5!"#$%&''&(&?+8/&*2,40.*+5.20/&62).1.*+&0/))7/8+&3/)&:/-;9<& ==> =!(T/$6.-$#$(-.(?J$&2-2,(&8(%-&8#'B(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!**3 =!*!(D,%81-/'#$(-1(%,7,(7-J$#&,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!**I 3!(U.-(&2#8%$12-(?2#'7-9-,1'.-BG(-.(T-2,(A12$#1$2(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*5C 3!*!(A.(T-2,(A12$#1$2G(,#%'-(,('1/,#'P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*5C 3!5!("#-1/-:'.-(&2#8228#$(7-(T-2,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*5= 3!C!(VJ,.89-,1$(7$.(T-2,(E$0(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*53 3!=!(>-(:'#2-2,(,(:$#&,1'.$P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*5I 3!3!(O:#-#$(81(T-2,(E$0G(,::,#281-2L($(#-&/K-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*CF H!(+$#&,(.'(#$.'9-,1$G(-.(W.,6(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*C) H!*!(>'..@A1M,#%'9-,1$('..'(;$.'9-,1$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*C) H!5!("$#(-1-9-'#$G(/,&@X(81(W.,6P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*=* H!C!(4@'1'2,%-'(7$.(W.,6(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*=C H!C!*!(A1(:#,&&-%-2L(7$..@K$'7$#(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*=H H!C!5!(4'(&-7$0'#(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*=I H!C!C!(A.(:,&2(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*=) H!=!(Y::,#281-2L($(#-&/K-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3F H!=!*!(A(:812-(7-(M,#9'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3* H!=!5!(A.(#,J$&/-,(7$..'(%$7'6.-'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*35 H!3!(O./81-(/,1&-6.-(82-.-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3C
6 4 S. Epifani, A. Jacona, R. Lippi, M. Paolillo H!3!*!(A.(:-'1,($7-2,#-'.$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3= H!3!5!(4'(:,.-/Z(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*33 H!3!C!(4,(&2-.$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3H H!3!=!(A.(#-2%,(7-(:800.-/'9-,1$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3< H!3!3!(U$&2-#$(-.(/,1M#,12,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3I H!3!H!(A1-9-'#$('(&:$#-%$12'#$(?'.(&-/8#,B(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3I H!H!(Q8'.$(:-'22'M,#%'(&/$6.-$#$P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3) H!H!*!(>,J$(.,(%$22,P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*3) H!H!5!(O./81$(&,.89-,1-(:$#(/,%-1/-'#$[(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*H* <!(A.(T,/-'.(N$2\,#](T-2$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*H) <!*!(4'(?#$2$B(7$..$(#$.'9-,1-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*H) <!*!5!(O1'2,%-'(7-(81(T,/-'.(N$2\,#](T-2$G(.$(/'#'22$#-&2-/K$(7-(0'&$(!!!*<5 <!*!C!(A(:#-1/-:'.-(T,/-'.(N$2\,#](T-2$G(81'(:#-%'(/'##$..'2'(!!!!!!!!!!!!!!!!!!!!!*<C <!5!(48/-($7(,%0#$(7$.(T,/-'.(N$2\,#]-16(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*<H <!5!*!(4$(,::,#281-2L(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*<H <!5!5!(A.(#,J$&/-,(7$..'(%$7'6.-'(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*<I <!C!(O./81-(/,1&-6.-(:#-%'(7-(:'#2-#$[(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*IF <!=!(A(T,/-'.(N$2\,#](T-2$(:-S(7-MM8&-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*I= <!=!*!(^'/$0,,](!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*I= <!=!5!(W.,6(,("'6-1'(_M`-/-'.$(&8(^'/$0,,]P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*)I <!=!C!(a\-22$#(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5FF <!=!=!(a\-22$#($(^'/$0,,](!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5F= <!=!3!(^#-$17^$$7(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5F3
7 Manuale di comunicazione politica in Rete 5 <!=!H!(^#-$17^$$7($(^'/$0,,](!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5FI <!=!<!(b,8a80$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5*F <!=!I!(^.-/]#(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5*H I!(^,17'%$12-(7-(\$0(\#-2-16(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 55* I!*!(A.(/,.:,(7@,//K-,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 555 I!5!(A.(/,12$182,($7-2,#-'.$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 55C I!C!(A.(.-1](!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 553 I!=!(Y#6'1-99'#$(-.(/,12$182,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 553 I!3!(A.(.-168'66-,($(.,(&2-.$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 55< I!H!(4$(M,12-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 55< I!<!(A.(R'18'.$(7-(&2-.$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 55I )!(^'#&-(2#,J'#$(-1(;$2$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 55) )!*!(^'#&-(/,1,&/$#$(-1(;$2$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 55) )!5!(V%$#6$#$(7'..$(:#,M,17-2L(7$..'(;$2$G(-.(TVY(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5CF )!5!*!(>'(7,J$('##-J'1,(6.-(82$12-P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5CF )!5!5!(A.(.-1](/,%$(%,1$2'(7-(&/'%0-,(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5C* )!C!(+-&-0-.-2LG('/c8-&-#.'(,('/c8-&2'#.'P(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5CC )!=!(V%'-.(R'#]$2-16(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5CH )!3!(4@8M`-/-,(&2'%:'(?5!FB(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5C) )!H!(4'(&`-7'(7$..@'22$19-,1$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5=5 *F!(U.,&&'#-,(7$..'(;$2$(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5=C U.-('82,#-(!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5HC
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11 Manuale di comunicazione politica in Rete 9 Premessa Q8$&2,(.-0#,(1,1(7$&/#-J$(-.(M828#,(7$..'(/,%81-/'9-,1$(:,.-2-/'($(.$(&8$($J,.8d 9-,1-(7$-(:#,&&-%-('11-e(1f(J8,.$(2#'//-'#$(6.-(&/$1'#-( 7-(/-g(/K$(&'#L!( Q8$&2,(.-0#,(:'#.'( 7-(/-g(/K$(X!(A1(:'#2$e(-1(.'#6'( :'#2$e(7-(/-g(/K$( X(6-L(&2'2,!(>$&/#-J$( M$1,%$1-(,#%'-(7-MM8&-($(/,1&,.-7'2-!(;'::#$&$12'(81'(#$'.2Le(c8$..'(7$..'(;$2$e( /K$( 1,1(X(:-S('::'11'66-,(7-( 81( #-&2#$22,(6#8::,(7-( $&:$#2-(,( '#6,%$12,(7-( 7-&/8&&-,1$(:$#(&$7-/$12-(!"#"(7$..'(/,%81-/'9-,1$(:#,&&-%'(J$128#'!(;'//,1d 2'($(2$12'(7-(&:-$6'#$(/,%$(2'.$(#$'.2L('00-'(:#,M,17'%$12$(%82'2,(.$(#$6,.$(7-( 0'&$( 7$..'( /,%81-/'9-,1$( :,.-2-/'e( %'( &,:#'22822,( /,%$( A12$#1$2( -1/-7$(,66-( 1$-(M$1,%$1-(7-(/#$'9-,1$(7$.(/,1&$1&,($(&8..'(:'#2$/-:'9-,1$!( DK-(M'(:,.-2-/'(&'(0$1$(/K$(/,1&$1&,($(J,2-(&-(,22$16,1,(/,1(.@-%:$61,e(.'( :#$d &$19'( &8.(2$##-2,#-,($(.'( /,&2#89-,1$(7-(81(#'::,#2,(:,&-2-J,($(:'#-2$2-/,(/,1(-( /-22'7-1-($.$22,#-!(4'(;$2$(:8g(&$#J-#$('(#-78##$(.$(7-&2'19$e(7'17,('( 2822-(d(1$&d &81,($&/.8&,( h(.'( :,&&-0-.-2L( 7-( /,1,&/$#$(.@'22-J-2L(:,.-2-/'( $(:'#2$/-:'#$('..'( M,#%8.'9-,1$(7-(:,.-2-/K$($7('9-,1-(7-(6,J$#1,!(V&&'($c8-J'.$(:$#(%,.2-('&:$22-( '7(81'($1,#%$(:-'99'(J-#28'.$e(-1(/8-(-(T,/-'.(N$2\,#](/,##-&:,17,1,('..$(%,d 7$#1$(2#-081$G(.8,6K-(7-(7-&/8&&-,1$($(7-(:'#2$/-:'9-,1$(7$%,/#'2-/'e(&:'9-(7$.( /,1M#,12,(/,12-18,($(/,&2'12$e($&&$19'(&2$&&'(7$.(M'#$(:,.-2-/'!(i(81(:,2$19-'.$( -%%$1&,( c8$..,( $&:#$&&,( 7'-( 18,J-( $%&'(( /,1J$#&'9-,1'.-!( T,:#'22822,( :$#( $12#'#$( -1( /,12'22,(/,1( -(6-,J'1-( $7( ':#-#$( /,1(.,#,(-.( 7-'.,6,(&8(c8'.$(7$00'( $&&$#$(.@'6$17'(:,.-2-/'(7$.(:#,&&-%,(M828#,!(_1(:,2$19-'.$(/'#'22$#-99'2,(7'6.-( -%%$1&-(#-2%-(7-(/#$&/-2'G(.'(2$.$J-&-,1$( K'(-%:-$6'2,(*C('11-(:$#(#'66-816$#$( 81(("&'%)*%(7-(3F(%-.-,1-(7-(:$#&,1$j(^'/$0,,](K'(#'66-812,(.,(&2$&&,(#-&8.2'2,( -1(:,/K-(%$&-e($7(,66-(/,12'(,.2#$(%$99,(%-.-'#7,(7-(82$12-('22-J-! "$#( /K-(M'( :,.-2-/'(?'0-2'#$(.'( ;$2$B( #'::#$&$12'( 781c8$(,66-( 81'( 6#'17$(,:d :,#281-2L!(R,.2-(:,.-2-/-(&-(&2'11,('//,#6$17,(/K$(.$(:-'22'M,#%$(/K$($&&'(%$2d 2$('(7-&:,&-9-,1$( 7-J$16,1,('.2#$22'12-( &2#8%$12-( :$#(/#$'#$( 81( 7-'.,6,(/,1(-(
12 10 S. Epifani, A. Jacona, R. Lippi, M. Paolillo /-22'7-1-( $( :,#2'#$( 'J'12-(.'( :#,:#-'( '22-J-2L( :,.-2-/'!( A1&,%%'e( :$#( /,&2#8-#$( /,..$22-J'%$12$(/,1&$1&,($(#'MM,#9'#$(c8$..'(/':'/-2L(7-(+%(&%#,-'.e(M,17'%$1d :,.-2-/'e(/K$(,66-('::'#$(,MM8&/'2'(7'.(7-&-1/'12,($(7'(81'(7-d &2'19'(&$%:#$(:-S($J-7$12$(2#'(?-.(:'.'99,B($(?.'(:-'99'B! R,.2-('82,#-(&-( &,1,(/,1M#,12'2-(7-( #$/$12$(/,1(c8$&2$( 2$%'2-/K$($(%,.2-(&'66-( K'11,(2$12'2,(7-( '1'.-99'#$( -( M$1,%$1-( 7$..'( /,%81-/'9-,1$( :,.-2-/'( 81(M$1,%$1,(/K$(:-S(7-(,61-('.2#,(X(-1(/,&2'12$(7-J$1-#$(&-'(:$#(6.-(&2#8%$12-('( 7-&:,&-9-,1$(&-'( -(:$#(/,%:,#2'%$12-(/,..$22-J-( &8-(:$#-/,.-(7-(81'(7$#-J'(:,:8.-&2'($(:.$0-&/-2'#-'(/K$(-(18,J-($%&'((#$.'9-,1'.-( :,&&,1,(:,#2'#$(-1(7,2$e( $( /K-( ( -1J$/$( %$22$( -1(.8/$(-.(#8,.,(:,&-2-J,( /K$($&&-( :,&&,1,('J$#$(1$.(#-J-2'.-99'#$(c8$.(#'::,#2,(?,&&-7'2,B(2#'(.'(/.'&&$(:,.-2-/'($7( -( /-22'7-1-!( a'12-( -1&,%%'( :'#.'1,( 7-( /-g( /K$( &2'( 'JJ$1$17,( $( 7-( /-g(/k$( 7,d J#$00$( 'JJ$1-#$!( R'( :,/K-(&,1,(/,.,#,(/K$( 2$12'1,(7-('00,#7'#$(-.(*2@+($7(-.( *2,/(M'#$('M`-1/Kf(.'(/,%81-/'9-,1$(7$..'(:,.-2-/'($(7$-(:,.-2-/-(:,&&'(?/'J'./'d #$B(.'(;$2$(c8'.$(18,J,($(:,7$#,&,(&:'9-,(#$.'9-,1'.$(:$#(.'(/,&2#89-,1$(/,..$2d 2-J'(7$.(/,1&$1&,! Q8$&2,(2$&2,(-12$17$(#-&:,17$#$('(2'.$(&`-7'e(/,&2#8$17,(81(c8'7#,(/,1/$228'd.$( 7@'9-,1$($(7$`-1$17,(6.-(&2#8%$12-($&-&2$12-($7(-.(.,#,( ,(-1( 2$#%-1-(7-( /,%81-/'9-,1$( :,.-2-/'!(_1(.'J,#,(/K$(&:$#-'%,(&-'(7-(82-.-2L( 1,1(&,.,(:$#(/K-( &287-'($7('1'.-99'(c8$&2-(M$1,%$1-e(%'('1/K$(h($(&,:#'22822,(h(:$#(c8'12-(c8,d 2-7-'1'%$12$( &-( /,1M#,12'1,( /,1(.$( -&2'19$( 7$..'( /,%81-/'9-,1$( :,.-2-/'e( -1( :#-%,(.8,6,(-(:,.-2-/-! "$#(c8$&2'(#'6-,1$e('00-'%,(j,.82,(#-/k-'%'#$(1$.(2-2,.,(7-(c8$&2,(.'j,#,(/,.d.$22-j,(c8$.(2$#%-1$(m,#&$('%0-9-,&,($(81(:,@(7$&8$2,(7-(?%'18'.$bg(81'(68-7'( :$#( /,'7-8J'#$(.@$.'0,#'9-,1$( 7-( &2#'2$6-$( $( :$#( '7,:$#'#$( 6.-( &2#8%$12-( 7$.( E$05!F(1$.(/,%81-/'#$($(h(%'6'#-(h(1$.(M'#$(:,.-2-/'!( O(2'.(`-1$e('00-'%,(J,.82,(1,1(&,.2'12,(%$22$#$('(7-&:,&-9-,1$(.$(:#,M$&&-,1'.-d 2L($(.$($&:$#-$19$(d(2#'(.,#,(7-J$#&$($(/,%:.$%$12'#-(d(7$6.-('82,#-e(%'('1/K$($( &,:#'22822,(#$/8:$#'#$(%,.2,(7-(/-g(/K$(X(&2'2,(7$22,($(&/#-22,(-1(c8$&2-(8.2-%-(
13 Manuale di comunicazione politica in Rete 11 '11-(&8( 2'.-( M$1,%$1-G(7'(&287-,&-e( '1'.-&2-($( #-/$#/'2,#-e( %'( &:$&&,('1/K$( 7'( c8$.(:,:,.,(7$..'(;$2$(/k$(x(-.(j$#,(m$1,%$1,(%$7-'2-/,(7$..'(1,&2#'($#'! A.(2$&2,(&-(/,%:,1$(7-(78$(:'#2-!( 4'(:#-%'(:'#2$( X(7$7-/'2'( '7( -..8&2#'#$(-.( $7( -.(*A.!( (O(:'#2-#$( 7'..'( 7,%'17'( :-S(,JJ-'( $7( -%:$..$12$G(6/8*ABC("$#/Kf( M'#$( /,%81-/'9-,1$( :,.-2-/'( '17,(.$( #$2-P(V(:$#/Kf(-.(#8,.,(7-(A12$#1$2(X( /$12#'.$( #-&:$22,('( c8$&2$(2$%'2-/k$p("$#/kf( 1,1(&$(1$(:8g(:#$&/-17$#$e($(:$#/Kf(.'(#$2$(#'::#$d &$12'(81'(6#'17$(,::,#281-2L(:$#(/K-(&-(,//8:'(7-(:,.-2-/'P(_1'(J,.2'('MM#,12'd :,.-2-/'(/)+')%P(D,&'(7$J$( /K-$7$#&-(-.(:,.-2-/,(c8'17,(7$/-7$( 7-(':#-#&-('.(7-'d.,6,( '17,(6.-( &2#8%$12-( /K$( $&&'( %$22$( '( 7-&:,&-9-,1$P( D,&'( #-&/K-'e( $( c8'.-( &,1,(.$(,::,#281-2L( /K$(1'&/,1,(7'( 81(18,J,(%,7,(7-(-12$17$#$(.'( /,d %81-/'9-,1$(:,.-2-/'($(h(1$/$&&'#-'%$12$(h(7-( -12$17$#$(.'(:,.-2-/'P(Q8'.-(&,d 1,e(-1&,%%'e(-(:#-%-(:'&&-(7'(/,%:-$#$(:$#(%8,J$#&-(-1(c8$&2,(/,%:.$&&,($7( '#2-/,.'2,(81-J$#&,P( T80-2,(7,:,(X(.'(J,.2'(7$.(*A.G(c8'.-(&,1,(-(:,.-2-/-(/K$(&,1,(:-S('22-J-(-1(#$2$P(V( /,%$(&-(%8,J,1,P("#$&$12'17,(-(7'2-(7-(2#$('11-(7-(#-/$#/'e('00-'%,(&/$.2,(7-( 1,1(7'#$(?.$(:'6$..$B('..'(/,%81-/'9-,1$(7$-(&-16,.-(:,.-2-/-e(%'(7-('1'.-99'#$(-.( M$1,%$1,(7$..'(/,%81-/'9-,1$( :,.-2-/'(/)+')%(1$..'(&8'(/,%:.$&&-2Le(:'#.'17,( 7-(:,.-2-/-(1'9-,1'.-e(7-(&-17'/-($(7-(6-,J'1-('%%-1-&2#'2,#-!( N$( $&/$(81(c8'7#,( 1$/$&&'#-'%$12$( &M8%'2,e( &8( /,%$( -( :,.-2-/-(-2'.-'1-( -12$17,1,( $7( 8&'1,(.'(;$2$!( 4'( &$/,17'( :'#2$( X( 7$7-/'2'( '( c8$..-( /K$( &,1,(M,#&$( -( c8$&-2-(:-s( -%:,#2'12-G( *2,/&&-(M'P(D,%$(M'#$(:$#(-1-9-'#$('(%8,J$#&-(-1(;$2$P(Q8'.-(&,1,(6.-(&2#8%$1d 2-e($(c8'.-(-(/,12$&2-(6-8&2-P(R'(&,:#'22822,G(/,%$(M819-,1'1,(.$('::.-/'9-,1-(/K$(.'(#$2$(%$22$('(7-&:,&-9-,1$P(T-(:'#2$(7'..'(7$&/#-9-,1$(7$..$(M819-,1'.-2L($(7$.d.$(/'#'22$#-&2-/K$(7-(81(&$%:.-/$(T-2,(A12$#1$2e(:$#(:'&&'#$('(:#$&$12'#$(.$(:,&d &-0-.-2L(,MM$#2$( 7'-(W.,6( $7('##-J'#$('(7-&/82$#$(7$-(:#-1/-:'.-(T,/-'.(N$2\,#]( T-2$e(^'/$0,,](-1(2$&2'!( >-(,61-( &2#8%$12,(J$16,1,(:#$&$12'2$(.$( /'#'22$#-&2-d /K$(7-(0'&$($(&,1,($1M'2-99'2-(:812-(7-(M,#9'($(7-(7$0,.$99'!(N$.(2$&2,(&,1,(-1,.d
14 12 S. Epifani, A. Jacona, R. Lippi, M. Paolillo 2#$(#-:,#2'2$('./81$(&/K$7$(2$/1-/K$e(/K$('-82'1,('(/,%:#$17$#$e(:'&&,('(:'&d &,e( /,%$( M'#$( :$#('JJ-'#$( 81'( :#,:#-'( :#$&$19'( /)+')%!( A1&,%%'e( 81( J$#,( $( :#,:#-,(%'18'.$(:#'2-/,e(:$#(%8,J$#$(-(:#-%-(:'&&-(-1(c8$..'(/K$(X(&2'2'($M`-/'d /$%$12$(7$`-1-2'(.'(6+81/& &3/))+&#/1/! A1(/,1/.8&-,1$e(.,(&:-#-2,(/,1(-.(c8'.$(X(&2'2,(&/#-22,(c8$&2,(2$&2,(1,1(X( /$#2,( c8$..,(7-(/k-(j8,.$e(/,1(81(.-0#,e(:,##$(.$(0'&-(:$#(81'(j-&-,1$(18,j'(,('jj$1-d #-&2-/'(7-(81(2$%'(/,%:.$&&,($(7-1'%-/,(/,%$(c8$..,(7$..'(/,%81-/'9-,1$(:,d.-2-/'!( "-S( &$%:.-/$%$12$e( -.( :#,:,&-2,( X(?&,.2'12,B( c8$..,( 7-( /$#/'#$( 7-( 7'#$( &2#8%$12-( $7('8&-.-('( /K-(7-(c8$&2,( 2$%'( &-(,//8:'( c8,2-7-'1'%$12$!( >-(M'#.,( M,#1$17,('./81$(-17-/'9-,1-(82-.-('(/,%:#$17$#$(-(:'#'%$2#-(7-(81(/,12$&2,(/K$( T:$#-'%,(7-($&&$#/-(#-8&/-2-!( ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((U.-('82,#-
15 Manuale di comunicazione politica in Rete 13 PARTE I - Il cambiamento della comunicazione politica nell era del Web2.0
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17 Manuale di comunicazione politica in Rete - 1. Verso il cambiamento Verso il cambiamento 1.1. Lo scenario D)2EF&G2*.+)& H/1I28JF&K23+&L40E+!( ^$1,%$1-(/K$( &-1,( '( :,/K-&&-%-('11-( M'( $#'1,(#-&$#J'2-('7(81( #-&2#$22,(18%$#,(7-('::'&&-,1'2-($7($&:$#2-(,66-(h(/,%d :.-/$( '1/K$( $(&,:#'22822,(.@$1,#%$( /#$&/-2'( 7-('./81-( T,/-'.( N$2\,#](h(K'11,( J-&&82,(81'( 7-MM8&-,1$( 2'.$( 7'( $&&$#$( $12#'2-( '( :-$1,( 2-2,.,( 1$..'( J-2'( 7-(,61-( 6-,#1,!(?01-/23',4/2,"25(*%6//7B(X(81@'MM$#%'9-,1$(,#%'-(/,%81$(1$6.-(8M`-/-e(1$..$('8d.$e(-1('82,08&!(4'(7-MM8&-,1$(7-(c8$..-(/K$(J$16,1,(7$`-1-2-(?$%&'((/,1J$#&'9-,d 1'.-B(X(,#%'-(2'.$(/K$(?$&&$#/-B(&-('JJ-'('(7-J$12'#$(%,.2,(:-S(/,%81$(/K$(?1,1( $&&$#/-B!(Q8$..'(/K$(:#-%'($#'(&2'2'(7$`-1-2'(?$#'(7$..@'//$&&,B(X(7-J$182'(,#%'-(?.@$#'( 7$..'( :#$&$19'B!("#$&$19'(1$..$(:-'99$(J-#28'.-e(,JJ-'%$12$e( 18,J,(.8,6,( 7-(#-2#,J,(7-(J$//K-$($(18,J$(6$1$#'9-,1-(7-(82$12-(7$..'(;$2$!((;$2$(/K$(1,1(K'( &,.2'12,('228'2,(81(:#,/$&&,(7-(#-%$7-'9-,1$( 7$6.-('.2#-(&2#8%$12-(7-(/,%81-d /'9-,1$(k2$.$J-&-,1$($(/'#2'(&2'%:'2'(')2.#'$',le(%'(/K$(h(2#'&M,#%'17,(.@82$1d 2$(7'(&:$22'2,#$e(.$22,#$(,('&/,.2'2,#$( -1(J$#,($( :#,:#-,(-12$#'22,#$( 82&2'(:#,d M,17'%$12$($7(-1$&,#'0-.%$12$(%82'17,(-.(&-&2$%'(7$-($%&'(($7(-.(%,7,(&2$&d &,(7-(M'#$(/,%81-/'9-,1$! 4$(:$#&,1$( &-(&2'11,('0-28'17,(&$%:#$(:-S('7(-12$#'6-#$!(T$%:#$( :-S(7-( #'7,(.$( /,%81-/'9-,1-( &,1,(81-7-#$9-,1'.-e(&$%:#$( :-S( M#$c8$12$%$12$(.@82$12$( K'(.'(:,&&-0-.-2L(7-(7-#$(.'(&8'e(7-(/,%%$12'#$e(7-(#$.'9-,1'#&-(/,1(-.(:#,:#-,(-12$#d.,/82,#$!(4@$#'(7$..'(:#$&$19'(X('1/K$(.@$#'(7$..'(:'#2$/-:'9-,1$!(V(.'(:'#2$/-:'d 9-,1$(:,#2'(h(,(7,J#$00$(:,#2'#$(h('..'(/,1&':$J,.$99'!( A1(c8$&2,(c8'7#,e(1'28#'.%$12$e(&-(/,..,/'('1/K$(.'(/,%81-/'9-,1$(:,.-2-/'!( +-( &-(/,..,/'(:$#(78$(%,2-J-G(-1(:#-%,(.8,6,(:$#/Kf(.@82$12$e(-12$#'22,#$('22-J,(1$.(
18 16 S. Epifani, A. Jacona, R. Lippi, M. Paolillo &-&2$%'(7$-(%$7-'e(&-('&:$22'(&$%:#$(7-(:-S(81(#'::,#2,(7-(&/'%0-,!(;'::,#2,( 7-(&/'%0-,(/K$(1'&/$(7'.(M'22,(/K$(-.(:,.-2-/,(1,1(X( :-S( -##' $(%'(7-d J-$1$( :,2$19-'.%$12$( &$%:#$( :-S( '( :,#2'2'( 7-( %'1,( k,( %$6.-,( '( :,#2'2'( 7-( *+'*7l($(c8-17-(&$%:#$(:-S(J-/-1,!(A1(&$/,17,(.8,6,(:$#/Kf(-.(:,.-2-/,(h(:8#/Kf( /,1&':$J,.$( 7$..$(:,2$19-'.-2L(7-(2'.-(&2#8%$12-(d(7-&:,1$(,66-(7-(:,&&-0-.-2L(7-( /,%81-/'9-,1$( $(7-(/,12'22,(/,1(.'( &8'(0'&$('&&,.82'%$12$( -1-%%'6-1'0-.-(-1( 2$%:-('1/K$(#$/$12-!(( J-&-J,e(-.(#'::,#2,(2#'(:,.-2-/-($(/-22'7-1-(X(/'%0-'2,(1,2$J,.%$12$($7(-.(&-&2$%'( 7$-(%$7-'e(:#-%'(&$/,17'#-,e(X(J$182,(%'1(%'1,(-%:,1$17,&-!(4'(/,%81-/'d 9-,1$( :,.-2-/'e(81(2$%:,(J$-/,.'2'( 7'..$(,#6'1-99'9-,1-(:'#2-2-/K$( $(0'&'2'(&8.( /,12'22,(7-#$22,(/,1(6.-($.$22,#-e(&-(X(%,7$..'2'($7('7'22'2'('..$(.,6-/K$(%$7-'2-d /K$e(#$.$6'17,(.'(`-68#'(7$.(/-22'7-1,(-1(81'(:,&-9-,1$(7-(&,&2'19-'.$(%'#6-1'.-d 2L! 7-( A12$#1$2( $( 7$6.-( &2#8%$12-( :#,:#-( 7-( c8$..,( /K$( X( &2'2,( 7$`-1-2,(?E$05!FB( 7$&2#8228#'( $( #-7$`-1-&/$( &$/,17,(18,J$(%,7'.-2L(-.(#'::,#2,(2#'( 6.-( -.(:,.-2-/,(1$..'( /,17-9-,1$(7-(7,J$#(#-:$1&'#$('22$12'%$12$(.'( &8'(/,%81-/'d 9-,1$G( &$( 1$6.-( 8.2-%-( '11-( -.( &-&2$%'( :,.-2-/,(K'( 7-'.,6'2,(:#'2-/'%$12$( &,.,( /,1(c8$..,(7$-(%$7-'e(6.-( &2#8%$12-(,#-$12'2-('.(E$05!F(:,&&,1,(M'#(&m( /K$( -.( /-22'7-1,d$.$22,#$(2,#1-('7('J$#$(81(#8,.,(/$12#'.$(-1(c8$&2,(/,1M#,12,!( /,%81-/'9-,1$(7$-(:,.-2-/-e(2'12,(/,%$(&2#8%$12,(7'('7,22'#$('22-J'%$12$(:$#( 81'( /,%81-/'9-,1$(:-S($M`-/'/$( k&-(j$7'('(2-2,.,(7-($&$%:-,(.'(/'%:'61'($.$2d 2,#'.$( 7-(W'#'/](Y0'%'le(/K$(-1(c8'12,(/,12$&2,(7'( /,1,&/$#$(:$#($J-2'#1$(.$( 2#'::,.$($(.$(%-1'//$(k&-(:$1&-('.(/'&,(7-(a#$12(4,22! l! O./81-(:,.-2-/-(K'11,(/,.2,(-(&$61'.-(7-(/'%0-'%$12,($(K'11,(2$12'2,(7-($12#'#$( 1$..'( /,1J$#&'9-,1$e(#$17$17,&-(:#$&2,(/,12,( 7-(c8'12,(&-'( 7-M`-/-.$(6$&2-#$(.'(!!"#$%&!'(&&)!*$%+&(#$! +,$#-.+%(!./$!%$0!1221!34!+0!.$%&#(!5-!4%(!*.+%5+0(!+!*$64-&(!5-!4%+!,(7 8-0-&+9-(%$!:+#&-&+!5+0!,(%5(!5$-!;0(6<
19 Manuale di comunicazione politica in Rete - 1. Verso il cambiamento 17 :#,:#-'( -%%'6-1$( $(.'( :#,:#-'( #$:82'9-,1$( &8( 81( %$99,( 7-( /,%81-/'9-,1$e( c8'.(x(a12$#1$2e(-1(/8-(&-('6-&/$('..@-1&$61'(7$..'(2#'&:'#$19'($(7$..'(/,17-j-&-,d 1$!(R'( 2822-(6.-($&:,1$12-(:,.-2-/-( 7$J,1,(1$/$&&'#-'%$12$(,66-(68'#7'#$(/,1( '22$19-,1$($7(-12$#$&&$('( 2822$(c8$..$(M,#%$(7-(/,%81-/'9-,1$(?7'.(0'&&,B(/K$( J'11,(&$%:#$(:-S(/K-'#'%$12$(7$.-1$'17,&-!( Q8'12,(c8$&2'(/,1&':$J,.$99'(K'(:$1$2#'2,(-.(&-&2$%'(:,.-2-/,(-2'.-'1,P(Q8'1d 2,(-(1,&2#-(:,.-2-/-(K'11,(/,%:#$&,(.@-%:,#2'19'(7$.(#8,.,(7$-($%&'((/,1J$#&'d 9-,1'.-(1$..@'%0-2,(7$..$(.,#,(&2#'2$6-$( 7-(/,%81-/'9-,1$(:,.-2-/'($(h('1/,#'(7-( :-S(h(1$..@'%0-2,(7$..'(.,#,('22-J-2LP(Q8'12,(-(#'::#$&$12'12-($.$22-(7'.(:,:,.,( -2'.-'1,(-1("'#.'%$12,(K'11,(/,%:#$&,(-.(M'22,(/K$( (&2#8%$12-(/,%$(W.,6($(T,d /-'.( N$2\,#]e( 1$..'(.,#,(&$%:.-/-2L( $( 1$..'(.,#,(-%%$7-'2$99'e( #'::#$&$12'1,( 81'(#-&,#&'(7-(-1$&2-%'0-.$(J'.,#$(:$#(%'12$1$#$(81(/,12'22,(#$'.$($(c8,2-7-'d 1,(/,1(-(:#,:#-($.$22,#-($7(-.(.,#,(2$##-2,#-,P( T,1,( c8$&2-('./81-(7$-(c8$&-2-(/8-(&-( 2$12$#L(7-(7'#$( #-&:,&2'(1$..$( :'6-1$( /K$( &$68,1,! 1.2. Le ragioni di un manuale sulla comunicazione politica in Rete Q8$&2,(2$&2,(K'(.@,0-$22-J,(7-('00,#7'#$(-1(%,7,(&-&2$%'2-/,($( :,&&-0-.%$12$( :#'2-/,( -.(2$%'( 7$..'( /,%81-/'9-,1$( :,.-2-/'(1$..@$#'( 7$.(E$05!Fe('(:'#2-#$( 7'( 81@'1'.-&-(/K$( &-(-1&$#-&/$( -1(81(/,12$&2,(-1$7-2,(7'.(:812,(7-(J-&2'( &2,#-/,G(.'( 2#'1&-9-,1$( 7'..@81-J$#&,( 7$..'( 2$.$J-&-,1$( '..@81-J$#&,( 7-( A12$#1$2e(,JJ$#,( -.( 2#'1&-2,(7'..'(?2$.$7$%,/#'9-'B('..'(?/Z0$#7$%,/#'9-'B!( A1(c8$&2'(2#'&M,#%'9-,1$( 7'(81'(&,/-$2L(1$..'( c8'.$(.'(2$.$j-&-,1$($#'(&,j#'1'( '&&,.82'('7(81'(?&,/-$2L(.-c8-7'Be(/K$(#-/$#/'(18,J-(.-168'66-($(/,%:,#2'%$12-( /,..$22-J-(-1(7-1'%-/K$(,#-6-1'2$(7'-(%,17-(/K$(.'( ;$2$( ':#$e(-(:,.-2-/-(&,1,(-1( #-2'#7,!( A.( #-&8.2'2,( X( /K$e( %$12#$(.'( :,.-2-/'( #$'.-99'( '1/,#'( 2#,::,(&:$&&,( -( :#,:#-(/,%:-2-('22#'J$#&,(.'(#/"4')%(7-(&$%:#$e(-.(/#$&/$12$(:,:,.,(7$6.-(-12$#d 1'82-e(81(:,@('..'(/-$/'(%'(/,1('1&-'($7(-%%'6-1'9-,1$e($&:.,#'(18,J-(/,%:,#d
20 18 S. Epifani, A. Jacona, R. Lippi, M. Paolillo 2'%$12-( $( 2#,J'( 18,J-(%,7-(:$#(M'#(&$12-#$(.'( :#,:#-'( J,/$( '1/K$( 1$..'( &M$#'( :,.-2-/'! N,1,&2'12$(.'(:,#2'2'( $(.$(:#,M,17$( -%:.-/'9-,1-(7$..'(#-J,.89-,1$( -1( '22,e(81( X('1/,#'( &2'2,(7-%,&2#'2,e($7('19-(%,.2-('1'.-&2-(&,&2$16,1,(/K$(?A12$#1$2('1d /,#'(,66-(1,1(&:,&2'(J,2-B!(a822'J-'(/-(2#,J-'%,(7-(M#,12$('7(81(/,12$&2,(-1(#'d :-7'( $J,.89-,1$e( $( J-J-'%,(81'(M'&$( 7-( 2#'1&-9-,1$( $(7-(6#'17$( M$#%$12,( /K$e( :8#(:,#2'17,(-1(7,2$(M,#2-($.$%$12-(7-(/,12#'77-9-,1$e(&$%0#'(#-0'7-#$('7(,61-( :'&&,(.,(&2$&&,(/,1/$22,G(.'( 1$/$&&-2L(7-(-%:'#'#$(#':-7'%$12$('( :#$&-7-'#$(.'( /,%81-/'9-,1$( -1(;$2$e(7-($&&$#$(7'( &80-2,(:'#2$(7$..'(2#'1&-9-,1$( -1('22,(:$#( #-2#,J'#&-e(-1(81,(&/$1'#-,(,#%'-(:#,&&-%,e(:#,2'6,1-&2-(7$.(/,1M#,12,(:,.-2-/,( /)+')%!( :,.-2-/'(7$.("#$&-7$12$(7$6.-(T2'2-(_1-2-(W'#'/](Y0'%'e('J$17,(/8#'(7-(/,1M#,1d 2'#$(c8'12,('//'782,(78#'12$(.'(/'%:'61'( :$#(.$($.$9-,1-(7$.(5FFI(/,1(c8$..,( /K$( X( &8//$&&,(-1J$/$(1$..$( #$/$12-( $.$9-,1-(7-(9'&4%#$( 7$.( 5F*F!( N$.( :#-%,( ;$2$( 1$..'( /'%:'61'( A12$#1$2(7$22$(81(/,12#-082,($&&$19-'.$( :$#(.'(%,0-.-2'9-,1$(,#6'1-99'2-J'($(.'( #'//,.2'(7-(%-.-,1-(7-(:-//,.-(/,12#-082-e(2'12,(7'(/'#'22$#-99'#&-(/,%$(&2#8%$1d 2,(7$2$#%-1'12$e( -1( 6#'7,(7-( M'#(M#,12$( '-( /,&2,&-&&-%-( &:,2( &8-( $%&'(2$('):,4#%($(2#'7-9-,1'.-!(A1( c8$.(/,12$&2,e( -1( %'1,('( %-.-,1-(7-( 6-,J'1-(.'( ;$2$(7-d J$11$(-.(/'1'.$(:#-1/-:'.$(7-(81(%$&&'66-,(&$19'(/$12#,($(:$#-M$#-$e(-1(6#'7,(7-( V::8#$('::$1'(78$('11-(:-S(2'#7-e(1$..$($.$9-,1-(7-(9'&4%#$(7$.(5F*Fe(.'(&2$&&'( :,2$12$(M819-,1$(7-(,#-$12'%$12,(:,.-2-/,(X(&2'2'(&J,.2'(-1(%'1-$#'(81-7-#$9-,d 1'.$( 7'-( /'1'.-( 2$.$J-&-J-( 2#'7-9-,1'.-!( A( &,17'66-( K'11,( -1M'22-( -17-/'2,( $.$22,#-( 1,#7'%$#-/'1-( K'( '2,(/,%$( M,12$( 7-( -1M,#%'9-,1$( :,.-2-/'(c8'&-($&/.8&-J'%$12$( -(/'1'.-()%;,(7$..'(a+(J-'(/'J,(c8'.-(^,oe(DNN($(
21 Manuale di comunicazione politica in Rete - 1. Verso il cambiamento 19 RTNWD!(A1(:'#2-/,.'#$e(-1(c8$&2@8.2-%'(/'%:'61'e(-.()%4;/#7(2$.$J-&-J,(^,o(&-(X( /'#'22$#-99'2,(/,%$(81(J$#,($(:#,:#-,(?:'#2-2,(7-(,::,&-9-,1$B('..@'%%-1-&2#'d 9-,1$(Y0'%'!(A1(c8$&2,(&$/,17,(/'&,e(-1&,%%'e(.'(/,%81-/'9-,1$(2$.$J-&-J'(X( &2'2'(c8-17-(81(M'22,#$(7-(-1`.8$19'(/#8/-'.$( &8..$($.$9-,1-(7-(9'&4%#$e( M'/$17,( 7'(/'&&'(7-(#-&,1'19'('..$(7-M`-/,.2L(7$.(6,J$#1,(1$.(7'#$(#-&:,&2$('7$68'2$('..'( /#-&-($/,1,%-/'($( 1$.(&':$#(/,%81-/'#$($M`-/'/$%$12$( -(#-&8.2'2-(7'..'( :#,:#-'( 6$&2-,1$! T-( 2#'22'( 7-( 78$( %,%$12-( 7$..'( &2$&&'( &2,#-'( :,.-2-/'( /K$( &-( #-J$.'1,( 7-( &$61,(,::,&2,(:$#(c8'12,(#-68'#7'(-.(#8,.,(7-(J$//K-($(18,J-($%&'(21$..@-1`.8$19'#$($( /,-1J,.6$#$(.@$.$22,#'2,!(V(:#,:#-,(:$#(c8$&2,(&$%0#'1,(&866$#-#$(/K$e(&$(7'(81(.'2,(.'( /,%81-/'9-,1$( :,.-2-/'(,66-(1,1( :8g( :-S( M'#$( '( %$1,(7-( /,1M#,12'#&-( /,1(.'(;$2$(:$#(J$-/,.'#$(-(:#,:#-(/,12$182-e(7'..@'.2#,(.@'JJ$12,(7$-(T,/-'.(N$2d \,#](-%:,1$( '.( :,.-2-/,($7('.(&8,(,4(<<(7-(#-:$1&'#$(.'(1'28#'(&2$&&'(7$..'(/,d %81-/'9-,1$($(7$..'(/,&2#89-,1-(7$..'(#$.'9-,1$($.$22,p$.$22,#$!( ;-'&&8%$17,(c8'12,( `-1( c8-( $&:,&2,G( 1$..@$#'( 7$.( E$05!F(.'( /,%81-/'9-,1$( :,.-2-/'(1,1(:8g(:-S($&&$#$(-12$&'(&,.2'12,(/,%$(.'(/':'/-2L(7$.(/'17-7'2,($p,( 7$..@$.$22,(7-(/,%81-/'#$(81-.'2$#'.%$12$(d(&:$/-$(-1(/'%:'61'($.$22,#'.$(d(/,1( 81('&2#'22,(/-22'7-1,d$.$22,#$!(A12$#1$2(X(81(%$99,(&2#'2$6-/,(:$#('%:.-`-/'#$(-.( :#,:#-,(7-&/,#&,($(#'MM,#9'#$(.'( /':'/-2L( 7-( /,1J-19-,1$(:#$&&,(.@$.$22,#'2,(7-( #-M$#-%$12,e(%'(#-/K-$7$(7-(J,.,12L($(/':'/-2L(:$#(-12$#'6-#$($(/,&2#8-#$(/,..$2d 2-J'%$12$!(4'(;$2$($7(-(T,/-'.(N$2\,#](-1/-7,1,(d($7(-1/-7$#'11,(&$%:#$(:-S(h( &8-(:#,/$&&-(7-( /#$'9-,1$( 7$.(/,1&$1&,e( &8..$( /':'/-2L( 7-( M'#($%$#6$#$(.'( +%(: &%#,-'.(:,.-2-/'e(&8..$( #$.'9-,1-(7-1'%-/K$( 2#'(.'( :,.-2-/'($(6#8::-(:-S(,(%$1,(,#6'1-99'2-(7-(-12$#$&&$! O(7-MM$#$19'(7$..'(#'7-,(,(7$..'(a+e($%&'(2/K$(/,%$( K'('MM$#%'2,(;-/K'#7(T$1d 1$22(?K'11,(.'( /':'/-2L( 7-( '//#$&/$#$( -1( %'1-$#'( $&:,1$19-'.$(.'( /,1,&/$19'( 7$..'( 6$12$(&8(c8'12,('//'7$(1$..'(&,/-$2Le(%'(-1-0-&/,1,(7#'&2-/'%$12$(.'(/'d :'/-2L(7-(2#'78##$(c8$&2,(&':$#$(-1('9-,1$(:,.-2-/'B " e(.'(;$2$(&-('.-%$12'(-1m'22-( :$#(7$`-1-9-,1$(7$..'(/':'/-2L('22-J'(7-(:#,78##$(-12$#'9-,1$e(7-(&2-%,.'#$(-.(7-d "# =-./+#5!>$%%$&&)!"/$!?+00!(3!@480-.!A+%)!BCDE<
22 20 S. Epifani, A. Jacona, R. Lippi, M. Paolillo 0'22-2,e(7-(,#6'1-99'#$($(%,0-.-2'#$(#':-7'%$12$(6.-(-17-J-78-($7(-(6#8::-!( A1(c8$&2,(&$1&,e(X($J-7$12$(/K$( &$(7'(81(.'2,(.'( 2$.$J-&-,1$(X('1/,#'(-.(%$99,( 7-( c8$&2,(&2#8%$12,(x(7'2,(:#,:#-,(7'.(m'22,( /K$( -.( %$&&'66-,( :,.-2-/,( /K$(:'&&'('22#'J$#&,(.,(&/K$#%,(:,1$(-.(:800.-/,(2822,(&8..,(&2$&&,(:-'1,($(&-( #'.-2L( 7$.( %$&&'66-,( :,.-2-/,( 7-(81(J$#,(/,12#'77-22,#-,( :,&&-0-.$e(:,#2'(/,&m('(/,1/$12#'#$(.'(/,%81-/'9-,1$(:-S(&86.-('&:$22-(.$6'2-('..'( :$#&,1'.-2L(7$.(:,.-2-/,(/K$( &8-(/,12$182-(7$.(&8,(7-&/,#&,e(:#,%8,J$17,(81'( J-&-,1$(7$..'(:,.-2-/'(/,%$(,4(#2,=,4%$2$7(81(.-168'66-,2:,.-2-/,(0'&'2,(&8(?2,1-( M,#2-B($(&8..,(&/,12#,(:$#%'1$12$!( /-'&/81,(&-'(-.(:#,d :#-$2'#-,(7-( /-g(/k$( 1,1(&-'( 781c8$( #-J,.2'( 2'12,( 6$1$#'#$( 81'( /,17-J-&-,1$( 7-( /,12$182-($(7-(.-168'66-(?2#'( :'#-Be( /K$( :8g(#'66-816$#$( 6#'7-( 7-J$#&-(7-(/,&2#89-,1$(/,..$22-J'! Q8'./81,(K'(7$`-1-2,(.'(7-MM$#$19'( 2#'( -.(.-168'66-,(:,.-2-/,(7$..'(2$.$J-&-,1$( $( c8$..,(7$..'( ;$2$(/,%$(.'(7-MM$#$19'($&-&2$12$( 2#'(-.(/,1/$22,(7-(:$#&8'&-,1$( $( c8$..,(7-(/,1j-19-,1$ $!(T$/,17,(c8$&2'(/K-'J$(-12$#:#$2'2-J'e(1$..'(/,%81-/'d 9-,1$(:,.-2-/'(2#'7-9-,1'.$e(6-,/'2'(-1(6#'1(:'#2$(&8-($%&'(2$('),4#%($e(?'&:,.-d 2-/-(1,1(&,1,(2#,::,(:#$,//8:'2-(7'..$(#$.'9-,1-(2#'(.'(:'#,.'($(.'(#$'.2Le(:,-/Kf( :$#&$68,1,(%$1,(.'(/,1J-19-,1$(/K$(.'(:$#&8'&-,1$B %!(A1('.2#$(:'#,.$e('..'(0'&$( 7-(W.,6($7('.2#-(&2#8%$12-(7$..'(;$2$e(.$( M,#%$(7-(/,%81-/'9-,1$(:,.-2-/'(2#'7-d 9-,1'.$( #-&/K-'1,(7-( :$#7$#$(c8$.(#8,.,(7-(?'1$..,(7-(/, ,1$B(/,1(.'( &,d %!>6'&%$?
23 Manuale di comunicazione politica in Rete - 1. Verso il cambiamento 21 /-$2L( $(.$( &8$(M,#%$(7-(,#6'1-99'9-,1$!( >-( 1,1( $&&$#$( 781c8$( :-S(-1(6#'7,(7-( &':$#(/,&2#8-#$($7(-12$#/$22'#$(-.(/,1&$1&,e(,(7-(/'1'.-99'#$(-.(7-&&$1&,(-1(M,#%$( /,&2#822-J$(7-(7-'.,6,!( +'( '1/K$( 7$22,e( 2822'J-'e( /K$( -.( #8,.,( 7$..'( ;$2$( 1$..'( /,%81-/'9-,1$( :,.-2-/'( 1,1(X(,J81c8$(,%,6$1$,!(A1(%,.2-("'$&-(?,//-7$12'.-Be(A12$#1$2(K'(6-L(&$61'2,( :#,M,17'%$12$(.@$J,.89-,1$( 7$..'( /,%81-/'9-,1$( :,.-2-/'e( &:$/-$( 1$..$( &8$( $&:#$&&-,1-(:-S(2' e(,JJ$#,(.$(/'%:'61$($.$22,#'.-!( A1(A2'.-'(&-(:8g(-1J$/$( 'MM$#%'#$( /K$( -(18,J-($%&'(2 &-(&J-.8::'1,( '1/,#'(-1(%'1-$#'( 7-&,%,6$1$'( $( /K$(.'(/$12#'.-2L(7$..'(2$.$J-&-,1$(1$..'(J-2'(:,.-2-/'(1,1(X(J$182'(%$1,!(T,.,(.$( -&2'19$(7-('./81-(&$22,#-(#-.$J'12-(7$..'(&,/-$2L(/-J-.$(:#$%,1,('M`-1/Kf(.'(:,.-2-d /'( &-(#-11,J-($7(-11,J-( '1/K$(.$( :#,:#-$(%,7'.-2L( 7-( /,%81-/'9-,1$e(-12#,78d /$17,( 81,( &2-.$( :-S(:'#2$/-:'2-J,($(/,-1J,.6$12$e(:$1&'17,('( &2#'2$6-$( 7-( /,d %81-/'9-,1$(-12$6#'2'(/K$(/,%:#$17'1,($%&'(22#'(.,#,(7-J$#&-($( /,%:.$%$1d 2'#-!(Q8$..'(-2'.-'1'e(X(81'(2#'1&-9-,1$('1/,#'(-1/,%:-82'(J$#&,(M,#%$(:-S(%,d 7$#1$(7-(/'%:'61'( $.$22,#'.$($(7-(/,%81-/'9-,1$( :,.-2-/'e(2$&2-%,1-'2'(7'.(#-d 'MM$#%'#&-(7$..'(/$12#'.-2L( 2$.$J-&-J'('1/K$( 1$..$( :-S(#$/$12-($.$9-,1-!("$#%'1$( 781c8$( -1$J'&'(.@$&-6$19'( 7-(81(#-11,J'%$12,(1$..$( M,#%$( 7-(/,%81-/'9-,1$( :,.-2-/'(c8'.$(:,&&-0-.$(&0,//,('..$($&-6$19$(7-(-1/.8&-,1$($(:'#2$/-:'9-,1$(/K$(.'(/-22'7-1'19'(%'1-M$&2'(-1(%'1-$#'(&$%:#$(:-S($&:.-/-2'! T$( /,##$22'%$12$( '2-e(6.-(&2#8%$12-(7$.(E$05!F(:,&&,1,(/,12#-08-#$(M,#d 2$%$12$( '( /#$'#$( 81( 7-'.,6,( $MM$22-J,( /,1( 6.-( 82$12-d/-22'7-1-!( "$#( -.( :,.-2-/,( c8$&2'(:8g($&&$#$(.@,//'&-,1$(:$#(7-'.,6'#$(/,1(.@$.$22,#'2,e(/':-#1$(.$($&-6$1d 9$($(.$('&:$22'2-J$e(6$1$#'#$(/,1&$1&,(7'.(0'&&,($(#'MM,#9'#$(.'(:#,:#-'(/':'/-2L( 7-(+%(&%#,-'.(:,.-2-/'!(A1(2$%:-(-1(/8-(.'(:,.-2-/'('::'#$(&$%:#$(:-S(/,1/$12#'2'( &8(&$(&2$&&'($(7-&2'12$(7'-(/-22'7-1-e(.'(;$2$($(6.-(&2#8%$12-(7-(,/*'(+2)%4;/#7')!( :,&&,1,(7'JJ$#,(#'::#$&$12'#$(81(/'%0-'%$12,(&-61-`-/'2-J,e(81'(,::,#281-d 2L(7'(1,1(.'&/-'#&-(&M866-#$!
24 22 S. Epifani, A. Jacona, R. Lippi, M. Paolillo L7"G$%HG'MH'GNM&'H&'$"L'"O&PH&?%HMN%HM&'H& K#%GK'$"&Q'&?M#$%&#'L%R"HS"&!ML'$'K"& /#'/+"%)"')%'<&#,;&#,'-&%%."0+�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�),#)0+&'F,)3HJ'#,#'&0F();,#,' G,+)'G"%)-)'F&('%&'<,(*&'F,%)+)3H&')#'3,;F&+)*),#&9')%'<&#,;&#,'-&%'4#,#'G,+,7' "00$;&' -);�),#)' "#3,("' ;">>),()L' #&%%&'$%+);&' 3,#0$%+"*),#)' F,%)+)3H&' "(()G"'"'()>$"(-"(&'I$"0)'$#'&%&++,(&'0$'I$"++(,5 2&(' I$&0+,9'0&3,#-,' ;,%+)'"#"%)0+)9' %.);F,#&#+&'-)0&(*),#&'-"%%&'$(#&'F$[' &00&(&' -&E)#)+"'3,;&' 4)%' F)K');F,(+"#+&' <&#,;&#,' F,%)+)3,' -)';"00"'(&>)A 0+("+,'#&>%)'$%+);)'+&;F)7! 5 AAAAAAAAAAAAAAAAAAAA!! '-%5+!'+4#+!>+88+5-%-)!@+#&$.-:+9-(%$! :(0-&-.+!$5! +*&$%*-(%-*,(!*$.(%5(!4%!+:7 :#(..-(!5-!6$%$#$)!=(,+)!122O<!
25 Manuale di comunicazione politica in Rete - 1. Verso il cambiamento Dialogare con il primo partito d Italia A1(81( /,12$&2,(/,%$( c8$..,('::$1'( 7$&/#-22,e( -1(/8-(-.(?:#-%,(:'#2-2,(7@A2'.-'B( #-&8.2'('::812,($&&$#$(c8$..,(7-(/,.,#,(/K$(1,1(J,2'1,e(.@'JJ$12,(7-(A12$#1$2($(.'(7-MM8&-,1$(7$-(T,/-'.(N$2\,#](X(&2'2,(&'.82'2,(/,1($128&-'&%,(7'(2822-(/,.,#,( /K$(K'11,(J-&2,(:#,:#-,(1$..'(;$2$(.'(:,&&-0-.-2L(7-(81(#-&/'22,(7$..'(:,.-2-/'!(_1( %,7,(:$#(#-2#,J'#$(81(/,12'22,(7-#$22,e(1,1(:-S(%$7-'2,e(2#'(.'(&M$#'(:,.-2-/'($7( -( /-22'7-1-d$.$22,#-!( "$#(/,&2#8-#$( /-,Xe( '1/K$( 6#'9-$( '..$( 2$/1,.,6-$e( 81( 18,J,( %,7$..,( 7-(?7$%,/#'9-'( e(/'#'22$#-99'2'(7'( 81'( #-11,J'2'( $( %'6d 6-,#$(:'#2$/-:'9-,1$!(_1'(%'1-$#'('M`-1/Kf(.'( :,.-2-/'($7(-(&8,-($&:,1$12-(2,#d 1-1,('(7-'.,6'#$(/,1(?-.(:#-%,(:'#2-2,(7@A2'.-'B!( T-(2#'22'(7-(81'(/'%0-,(7-(:#,&:$22-J'(-1(J-'(7-(/,&2#89-,1$G(/,1(6.-(&2#8%$12-($(.'(.,6-/'( 7$.(E$05!F(.@82$12$(K'(`-1'.%$12$(.'(:,&&-0-.-2L(7-(6$1$#'#$(/,12$182-( -1( :#-%'( :$#&,1'e( %'( '1/K$( 7-( :#,/8#'#&-(,( 7-( /#$'#$e(c8-17-( 7-( &/'%0-'#$( $( /,17-J-7$#$(,61-(-1M,#%'9-,1$(#-2$182'(82-.$!(A.(2822,('..@-1&$61'( 7$..'( /,..'0,d #'9-,1$(,#-99,12'.$!(4$( -%:.-/'9-,1-('1/K$( :$#(.'( :,.-2-/'e(/K$(,#'( &-(J$7$( /,d &2#$22'('(#-:$1&'#$( '22$12'%$12$(.'( %'1-$#'(7-(-12$17$#$($(7-(M'#$( /,%81-/'d 9-,1$e( &,1,($J-7$12-!(A1('.2#-(2$#%-1-e(.'( /,%81-/'9-,1$( :,.-2-/'( &-(2#,J'(,66-('( 7,J$#(M'#$(-(/,12-(/,1(.'(%,.2$:.-/-2L(7$-(/'1'.-(7-('//$&&,(-1M,#%'2-J,('(7-&:,d &-9-,1$(7$-(/-22'7-1-($(/,1(.$(&J'#-'2$(M,#%$(7-('66#$6'9-,1$(J-#28'.$(/K$(&2'11,( #-7$`-1$17,( -.( /,12$&2,( $( 6.-( '22,#-( 7$..'( &2$&&'!( N,1( :8g( :-S( 781c8$( $&&$#$( :$1&'2'( -1(%'1-$#'( 7-&6-812'( 7'..$( 18,J$( M,#%$($(7'-(18,J-(.-168'66-(7$..@,#d 6'1-99'9-,1$(&,/-'.$!( i( 7$.( #$&2,( $J-7$12$( /K$(.'( ;$2$( K'( '1/K$( /'%0-'2,( M,#2$%$12$( -.( >NO(7$..$( M,#%$(7-('22-J-&%,e('1/K$(#-&:$22,('.(:'&&'2,(:-S(#$/$12$!(O::$1'(:,/K-(7$/$1d 1-(,#(&,1,(-.(%,J-%$12,(&287$12$&/,(&-('M`-7'J'(:$#(.@,#6'1-99'9-,1$(7$..$(:#,d 2$&2$('.(:'&&':'#,.'e('.(%$6'M,1,(,e('.(%'&&-%,e('..'(:800.-/'9-,1$(7-(%'1-M$&2-( $( J,.'12-1-!( "$#(/,12#,e( /-g( /K$( K'( /'#'22$#-99'2,(.$( :-S( #$/$12-( :#,2$&2$( 7$6.-( &!'+!5$P-%-9-(%$)!:#(:(*&+!5+!=<!Q+/0)!G-$%$!5+00R+**(.-+9-(%$!5$-!54$!&$#,-%-!6#$.-!5-!&%$/*#(A'(2 S:(&$#$! 5$0! :(:(0(B!$!./+'(#*-'(2S6(G$#%(!5-!,(0&-T2$! *&+! +5! -%5-.+#$! U4$00$! 3(#,$! 5-!*-*&$,+! 5$,(.#+&-.(!.+#+&&$#-99+&$! 5+! +5! +,:-+! :+#&$.-:+9-(%$<! =(8$#&! V<! Q+/0)! >400+! 5$,(.#+9-+)! '+&$#9+)!122O<
26 24 S. Epifani, A. Jacona, R. Lippi, M. Paolillo :#,2$&2$(h( %,7'.-2Le(.8,6K-($(,+/!()( h(x(&2'2'( 'M`-7'2'( '.(:'&&':'#,.'( 2$.$%'2-/,(7-(^'/$d 0,,]e( a\-22$#($( 7$6.-( '.2#-(T,/-'.( N$2\,#]!( 4$( #$/$12-(%,0-.-2'9-,1-(7$6.-(&28d /,%81-/'9-,1$( 7$..$( M,#%$(7-(:#,2$&2'( '7,22'2$!( +')!2+',4($(:'6-1$(\$0e(K'(:$#%$&&,(7-(/,,#7-1'#$(.$('22-J-2Le(7-(M'J,#-#$(.'(/-#/,d.'9-,1$( 7-(7,/8%$12-($(7-(:800.-/-99'#$(.$(-1-9-'2-J$(7$12#,($(2#'(6.-(O2$1$-e(M'd J,#$17,(.,( &/'%0-,( /,%81$!( b,8a80$( X( &2'2,( '2,(:$#( 7-MM,17$#$( -( `-.%'2-( 7$6.-( $J$12-( $( 7$..$( %'1-M$&2'9-,1-e( :,-( #-:#$&-( 7'-( $%&'(2 2#'7-9-,1'.-('(.'#6'(7-MM8&-,1$ '!( 781c8$( #-11,J'2,($( :,d 2$19-'2,(:#,M,17'%$12$('1/K$(6.-(,#-99,12-(/,%81-/'2-J-(7$..'(:#,2$&2'!(A.(J'1d 2'66-,(%'66-,#$(,MM$#2,(7'..'( ;$2$( X( -1( %,7,(J$.,/$($7(-1(%,0-.-2L(/,1(81(18%$#,($.$J'2-&&-%,(7-(:$#&,1$e(:$#($&$%d :-,( /,1&$12$17,( 7-( /,,#7-1'#$( 81'( %'1-M$&2'9-,1$(,#6'1-99'17,1$( -( %,J-d %$12-(7-#$22'%$12$(&8.(/'%:, (!& A1&,%%'e(:'#'7-6%-(c8'.-(.'(:'#2$/-:'9-,1$e(-.(/,1&$1&,e(-.(7-&&$1&,($(.'(:#,2$d &2'(&2'11,(/'%0-'17,(1$..$(:#,:#-$(%,7'.-2L($(M,#%$(7-(,#6'1-99'9-,1$('1/K$( -1(M819-,1$( 7$..'( 7-MM8&-,1$(#':-7-&&-%'(7$..'( ;$2$($( 7$-(T,/-'.(N$2\,#]!(A(/-2d 2'7-1-e( /-#/,17'2-( 7'( %$99-( 7-( /,%81-/'9-,1$( $( /'1'.-( -1M,#%'2-J-( %,.2,(:-S( -12$#'22-J-(/K$(1$.(:'&&'2,(#$/$12$e(&2'11,(:#,6#$&&-J'%$12$( :$#7$17,(.,(&2,d #-/,(#8,.,(/K$(.-(J,.$J'('1$..,(7$0,.$( 2#'(:,.-2-/'($7(-(2#'7-9-,1'.-($%&'(2$('):,4#%($!( i(781c8$(8#6$12$(/k$('1/k$(-(:,.-2-/-(/,%:#$17'1,(.$(:$/8.-'#-2l(2-:-/k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
27 Manuale di comunicazione politica in Rete - 1. Verso il cambiamento 25 '..'#6'17,(2#'( &-&2$%'( :,.-2-/,($7($.$22,#-(:#,:#-,('22#'J$#&,(A12$#1$2($(.$(&8$( '::.-/'9-,1-( %'66-,#%$12$( :'#2$/-:'2-J$!( D,%$( J$7#$%,e( W.,6e( T-2-( $.$22,#'.-( /,1( '%:-( &:'9-( 7$7-/'2-( '..@-12$#'9-,1$( /,1( 6.-( 82$12-e( #-&,#&$( %8.2-%$7-'.-( ':$#2$( '-( /,%%$12-( '( /,%:.$2'%$12,( 7$..'( /,%81-/'9-,1$( :-S( 2#'7-9-,1'.$( '::'-,1,(6.-(&2#8%$12-(:-S('7'22-(:$#('&&,.J$#$('(c8$&2,(-%:$61,! 1.5. Comunicazione politica e Web2.0: un primo approccio T$00$1$(-.(:#,:,&-2,(7-(c8$&2,(2$&2,(&-'(81-/'%$12$(c8$..,(7-(7'#$(&2#8%$12-(d( /,61-2-J-( $7(,:$#'2-J-( d('( /,.,#,(/K$( -12$17'1,(/,1M#,12'#&-(/,1(.'(/,%81-/'d 9-,1$( :,.-2-/'(1$..@$#'( 7$-( T,/-'.(N$2\,#]e( :8g(2,#1'#$( 82-.$( 81(#':-7,('::#,d M,17-%$12,(&8-( /,1/$22-($( &8..$( /,%:.$&&$( :#,0.$%'2-/K$( /,11$&&$( '.( /'%:,( 7$..'(/,%81-/'9-,1$(:,.-2-/'!(i(c8$&2,(-1M'22-(81('%0-2,($%-1$12$%$12$(-12$#d 7-&/-:.-1'#$( /K$e(,.2#$( '..$( &/-$19$(7$..'( /,%81-/'9-,1$( $7('..$( &/-$19$( :,.-2-d /K$e(#'//,6.-$(-1(&f('1/K$(%,.2-('.2#-(/'%:-(7-(&287-,(/,##$.'2-(/,%$(.'(&,/-,.,d 6-'(,(-.(7-#-22,! 4'(/,%81-/'9-,1$(:,.-2-/'(1,1(X(.'( :,.-2-/'( $(1,1(&-(-7$12-`-/'(/,1($&&'e(&$00$d 1$(.$(78$(/,&$(&-'1,(-12#-1&$/'%$12$(.$6'2$! "8g( &$%0#'#$( 81( :'#'7,&&,e(%'( 1,1(.,(XG(1,1( 2822$(.$( '9-,1-(:,.-2-/K$( &,1,(,JJ-'%$12$(#-/,178/-0-.-('-(2$#%-1-($7('..$(/'2$6,#-$(7$..'(/,%81-/'9-,1$e(282d 2'J-'(%,.2$(7-(c8$&2$(1,1('##-J'1,('(/,%:-%$12,(&$19'(#-/,##$#$('..'(/,%81-d /'9-,1$e(&$19'( 81( `.8&&,(7-( %$&&'66-(/K$( :#,78/'( 7$2$#%-1'2-( $MM$22-!( YJJ$#,( &$19'(81('7$68'2,(:#,6$22,(7-(/,%81-/'9-,1$!(T$(&-(/,1&-7$#'(/K$(.$(/-#/,&2'1d 9$(-1(/8-(&-(&J-.8::'(81(:#,6$22,(:,.-2-/,(&,1,(&:$&&,('JJ$#&$(h(:,.-2-/,e(:'#2-2,( $(/'17-7'2,(J-J,1,(6$1$#'.%$12$(81(/.-%'(7-(2$1&-,1$($(7-(':$#2'(/,1/,##$19'( h(&-(/,%:#$17$(/,%$(.'(/,%81-/'9-,1$e(-1(:,.-2-/'e(&-'(7'(/,1&-7$#'#$(c8'./,&'( 7-(:-S(7$..,(&:$/-`-/,(.'J,#,(7-(8M`-/-,(&2'%:'e(&$::8#(c8'.-`-/'2,!(A1&,%%'e(.'( /,%81-/'9-,1$(:,.-2-/'(1,1(X(.'(:,.-2-/'e(:$#g(.'(:,.-2-/'(h(,(81'(:'#2$(&-61-`-/'d 2-J'(7-($&&'(h(&-(:#,78/$('1/K$('22#'J$#&,(.'(/,%81-/'9-,1$(:,.-2-/'!
28 26 S. Epifani, A. Jacona, R. Lippi, M. Paolillo Q8$&2,(-1&/ $(.$6'%$(2#'(-(%$99-(7-(/,%81-/'9-,1$($7(-(:,.-2-/-(K'('77-#-2d 28#'(6$1$#'2,e(1$-(M'22-e(M,#%$(18,J$(7-(M'#$(:,.-2-/'!(A($%&'(2&,1,(%,.2,(:-S(/K$( J$-/,.-( :$#(-.(2#'&:,#2,(7$..$(-7$$($(7$..$(,:-1-,1-e($7('19-(.$( M,#%'1,(,(.$(7$d M,#%'1,(-1( %,7,(&,&2'19-'.$!( V%$#6$(:$#/-g(81( %,7,(7-(M'#$(:,.-2-/'($(7-(-1d 2$17$#$(.$(-7$,.,6-$(M,#2$%$12$(%$7-'2,(7'-(%$99-(7-(/,%81-/'9-,1$e(2'12,(/K$( 2'.81-( /#-2-/-( 'MM$#%'1,( /K$(,66-(?.'( :,.-2-/'( X( :,/,( :-S( /K$( 81( M$1,%$1,( 7-( -%%'6-1$(%$7-'2-/'B!( 7$`-1-2'( /,%$(.,( &287-,(7$.(#'::,#2,(2#'( -(2#$( J$#2-/-( 7-( 81( 2#-'16,.,( M,#%'2,( 7'..'( /.'&&$( :,.-2-/'e( 7'-( $%&'(( $( 7$..'( /-22'7-1'19'!( T2,#-/'%$12$e( -1( :#-%,(.8,6,(.'( /,%81-/'9-,1$( :,.-2-/'( &2'J'( '( &-61-`-/'#$(.,( &287-,(7$..'( /,%81-/'d 9-,1$(7$.(6,J$#1,(J$#&,(6.-($.$22,#-!(",-(&-(X(:'&&'2-('(/,1&-7$#'#$(.'(/,%81-/'d 9-,1$( :,.-2-/'( 7$-( 7-&/,#&-( :,.-2-/-( 2#'(.'( %'66-,#'19'( $(.q,::,&-9-,1$!(a1`-1$e(-.(/'%:,(&-(x('%:.-'2,('..,(&287-,(7$.(#8,.,(7$-($%&'(21$.d.'( M,#%'9-,1$( 7$..q,:-1-,1$( :800.-/'( 1$..'(J-2'(:,.-2-/'!(Y66-e(.,(&287-,(7-(c8$&2,(M$1,%$1,(/,%:#$17$(-.(#8,.,(7$..'( :,.-2-/'(k-1(:'#2-/,.'#$(78#'12$( -(:$#-,7-($.$22,#'.-l!( A1(c8$&2,(/,12$&2,e(.'( /,d %81-/'9-,1$(:,.-2-/'( 7$&-61'(c8-17-(2822$(c8$..$( M,#%$(7-( /,%81-/'9-,1$( /K$( K'11,( :$#(,66$22,(.'( :,.-2-/'!( a-$1$( :$#/-g( /,12,( 7$..$( 78$( /'#'22$#-&2-/K$( :#-1/-:'.-(7$..'(:,.-2-/'(/,12$%:,#'1$'G(.q$&:'1&-,1$(7$..'(&M$#'(:,.-2-/'('(c8'd &-(2822-(-(&$22,#-(7$..'(J-2'(/-J-.$( $(.,(&:'9-,(/#$&/$12$(7'2,(-1($&&'( '..'(/,%81-d /'9-,1$e(&-'( :$#(-.(:$&,(/K$(K'11,(,66-( -( $%&'(2 1$..'( /#$'9-,1$( :800.-/'e( &-'(:$#(.'( /':'/-2L( 7-(-1`.8$19'( &8..$(&/$.2$(:,.-2-/K$(/K$( '08&,l(7$-(&,17'66-(7-(,:-1-,1$! '7,22'2,(X( c8$..,(/k$( J$7$(.'(/,%81-/'d 9-,1$(:,.-2-/'(/,%$( -.(:#,7,22,(7$..q-12$#'9-,1$(M#'(-(2#$('22,#-(7$..'(:,.-&G(-.(&-d &2$%'(:,.-2-/,(k.$(-&2-289-,1-e(-(:'#2-2-e(-(:,.-2-/-le(-.(&-&2$%'(7$-(%$7-'(k.$(-%:#$d &$( 7-( /,%81-/'9-,1$e( -( 6-,#1'.-&2-l( $7( -.( /-22'7-1,($.$22,#$!( A1( '.2#-( 2$#%-1-e(.'( /,%81-/'9-,1$( :,.-2-/'( X( J-&2'( /,%$( r%,2,#$r(7$..,( &:'9-,(:800.-/,e(7'.( %,d %$12,(/K$(-.(&8,(#8,.,(M,17'%$12'.$(X(M'J,#-#$(.'(/,d#$.'9-,1$(2#'(-(#'::#$&$1d
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