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McLuhan aveva torto. Nei discorsi dei politici serve più sostanza

«Abbiamo avuto anni di SpotPolitik in Italia, di politica da spot. Almeno dieci. E negli ultimi cinque è stata sempre più invasiva, fastidiosa, pesante». Lo scrive Giovanna Cosenza, studiosa di semiotica all’ Università di Bologna, autrice appunto del saggio SpotPolitik.

«È la politica – continua – che imita il peggio di ciò che fanno certe aziende italiane con la pubblicità. Quella che pensa che per comunicare basta scegliersi uno slogan generico, due colori per il logo e qualche foto per le affissioni. Quella che riduce la comunicazione a uno spot televisivo, appunto». Come se comunicare, soprattutto con i cittadini, fosse solo una questione di estetica superficiale e scelta grafica. O di cerone per andare in tv.

Molti, specie a sinistra, identificano questa comunicazione politica con il berlusconismo. E non c’ è dubbio che nel 1994 Berlusconi fu il primo a introdurre anche da noi una commistione fra sistema politico, media, marketing e pubblicità.

Negli Stati Uniti questa mescolanza c’ era già almeno dalla metà del Novecento.

La politica spettacolarizzata e personalizzata non è solo prerogativa italiana, accomuna tutte le democrazie «mature», in diverse dosi e varianti nazionali.

Il punto è che la «mutazione» italiana ha qualcosa di specifico: si è quasi completamente staccata dalla realtà dei contenuti. Un po’ alla volta tutti i partiti sono stati contagiati.

Dal linguaggio volutamente colloquiale di Pier Luigi Bersani a quello «poetico» di Nichi Vendola, si arriva dritti al disastro della corsa dei neutrini nel traforo appenninico (sic)

dell’ ex ministro dell’ Istruzione, Mariastella Gelmini. E a una politica fatta di talk show litigiosi, slogan vacui, gestacci e volgarità. Non che le tecniche di comunicazione non contino. Contano naturalmente. Ma come è scoppiata la bolla speculativa, l’ andazzo degli Stati di vivere a debito, dovrà cambiare per forza di cose anche la politica da spot. Giovanna Cosenza sembra ribaltare, di fatto, l’ assunto del sociologo dei media e guru della tv Marshall McLuhan. In politica, e non solo, il contenuto (non il mezzo) è il messaggio.

Un prodotto scadente, del resto, non sfonda neppure al supermercato.

Il packaging (il modo di confezionare un prodotto) influenza le vendite, ma, al dunque, non si può arrivare a trovare «sotto il vestito niente».

Una «cattiva politica» porta a una «cattiva comunicazione».

E una comunicazione complessivamente «malata» e autoreferenziale, alla fine, ha contribuito a far crollare «la casta» nell’ opinione degli italiani.

La studiosa fa un paragone con il linguaggio del primo mese di governo di Mario Monti, il libro ne fa un primo bilancio.

L’ ormai famosa «sobrietà» (nonostante qualche scivolata, proprio da spot, come quella del posto fisso «noioso») costituisce una controprova del fatto che la comunicazione non è solo «un artificio», e che gli «studios» non possono sostituire il valore di ciò che si dice, propone, chiede.

Con un’ avvertenza: la cattiva comunicazione politica può tornare.

Perché, secondo la studiosa, affonda le radici nella «cultura» e nella sociologia del Paese e in questo senso è autenticamente «bipartisan».

P.S. Questo termine (declinato nelle più diverse sfumature) sarà il prossimo «spot».

Pochi giorni fa, un comunicato stampa ha invitato i giornalisti a un convegno «bipartisan» sulla chirurgia dell’ anca!

Maria Antonietta Calabrò – Corsera

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