Domenico Giordano Maria Cristina Antonucci

The strategy of normalization: Giorgia Meloni's electoral campaign on social networks in the 2022 general election



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


  • Election Campaign
  • Social Network
  • Normalization
  • Personalization
  • Giorgia Meloni


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