Campaigning and Governing: An Analysis of Berlusconi's Rhetorical Leadership

Abstract

Summary This article explores the communication strategy of Silvio Berlusconi through the analytical framework of the ‘permanent campaign’ model. Beginning with the distinction between ‘personal popularity’ and ‘political consensus’, the article looks at the different aspects of Berlusconi's political communication strategy since his election victory in May 2001 and assesses the rationale and effectiveness of his permanent campaign. The author concludes that, despite Berlusconi's strong commitment to the communication process, his leadership appears more similar to the rhetorical Presidency model than to the experiences of leaders who have shown that campaigning can also be used to govern. The article identifies two key limits: (1) the link between the drive for personal popularity and the building of support for the government's main policies appears weak; (2) all communication strategies are undermined by deep divisions within the ruling coalition.