Conditions of success and political problems of a ‘media‐mediated personality‐party’: The case of Forza Italia

The emergence of Forza Italia should not be exclusively reduced to specific Italian conditions. This article attempts to explain the development and establishment of Forza Italia as part of a general change of politics in a modern, highly media‐oriented western society. The type of party represented by Forza Italia can be defined as a ‘media‐mediated personality‐party’. With regard to its structural organisation, it presents itself as an answer to tendencies of differentiation, individualisation and consumerisation in modern society. The leading organisational principle is not inner‐party democracy but inter‐party capability to compete. This model of organisation is seen as functional for a marketing‐based, media‐orientated political strategy. It represents a challenge for the type of democratic, mass‐membership party in western Europe. The 1996 elections in Italy, however, have also pointed out the limits of the model of the media‐mediated personality‐party.