Political television commercials, born in Italy in the eighties, are hybrid texts which are across between cinema, advertising, and television. They represent an area of innovation in which political communication has borrowed registers from other worlds of communication. The commercials of the 2013 electoral campaign show how the Internet and social networks have accelerated the collapse of the previous distinctions among genres, social practices and discursive fields. Author’s opinion is that the result is a new media environment in which politics and popular culture, information and entertainment, comic and serious, real and surreal, have merged, creating a new expressive blend, and modifying, also in the field of political communication, the boundaries of creativity and the figure and role of the authors.
Keywords: Political communication, commercials, advertising, electoral campaign, political popularization, video in the internet.
Edoardo Novelli, Spot, trailer e videoclip: la creatività politica nell’era di internet di Edoardo Novelli Commercials, trailers, and videos: The political creativity in the age of the internet in "SOCIOLOGIA DELLA COMUNICAZIONE " 47/2014, pp. 129-140, DOI:10.3280/SC2014-047011