The Italian Job
Last week at the Ragan Speechwriters Conference David Kusnet asked how politicians can best communicate in the post-rhetorical era. One example of a public figure making waves recently is Italian Prime Minister Silvio Berluscino.
Alexander Stille’s profile in Friday’s Financial Times (subscription required) highlights the many bizarre aspects of the Italian Premier’s bid for re-election. He has “alternately compared himself, in the space of abut a week, to Napoleon, Churchill and Jesus Christ while also vowing to give up sex until after the April poll.” The Italian premier courts publicity, any publicity. His outrageous behavior endears him to voters, especially those who get most of their information from television.
Mr. Berlusconi is perhaps the first truly post-modern politician to turn many of the old rules of his trade upside down. Traditional politicians – closely connected to a party, an ideology and a set of programs – did not need to be personally charismatic. In a post-ideological age, what Mr. Berlusconi is selling is Mr. Berusconi, not a party or program. By dominating the media…he controls the political discourse and silences his critics..
We’ll know in April if the Italian voters are swayed by style over substance. If so, there’s a lesson here for corporate speakers and those who manage their external communications. Don’t just focus on the message. Fancy rhetoric, facts and supporting evidence have their place. But don’t lose sight of the impact that the unexpected, outrageous and plain bizarre has with today’s audiences.
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