Abstract

Giorgia Meloni’s electoral campaign on social issues as the leader of FdI distinguished her from her competitors by a fundamental strategy: videological normalization she managed to achieve this normalization for a party positioned to the far right by the means of pragmatism in the topicalization of politics and the simplification of electoral issues. At the same time, a strategy of leaderization and personalization, based on a gender-specific identity (mother, daughter, sister) constituted the second leverage for Meloni’s campaign on social networks; a campaign which always aimed at proposing viral contents to the social network users