Abstract

A gesture, a joke or a public statement following any event during political campaigns and, in general, involving politicians can be defined as «mediated events» and they are usually spread through a number of Media in real time. Any or all of these signs could contribute to the creation of the identity of the candidate that reaches the public opinion. In order to analyze the content of this «mediated communication» the most commonly used models, often focused on the textual analysis, could be inefficient. New models of analysis are needed to provide a better understanding of the underlying dynamics of meaning and information processing that are required to interpret any content communicated in the public sphere. Multi-faced signs have a multi-medial inherent dimension to be considered. This paper, aiming to contribute in this direction, presents a case-study on the latest Italian Political Elections (24-25 February 2013) and makes use of an innovative model based on five indicators. These are selected in order to enlighten the recurring patterns and differences that represent the identity of all the Leading Political Candidates at the latest Italian Elections.