The TikTokification of Italian Politics: A Descent into Cringe
Italian politics is undergoing a visible transformation, increasingly shaped – and arguably diminished – by the demands of social media, especially TikTok.What was once a realm of measured debate and policy discussion is rapidly becoming a performance space driven by algorithms, likes, and a relentless pursuit of virality, often at the expense of substance. This shift isn’t new, but the intensity and pervasiveness of its effects are escalating, leading to a phenomenon best described as the “TikTokification” of Italian political discourse.
The article highlights a growing trend: politicians prioritizing engagement over gravitas. This manifests in increasingly outlandish stunts and divisive content. Matteo Salvini,leader of the Northern League,exemplifies this,his broadcasts frequently hijacked by users adding kittens and humorous imagery – a stark contrast to the serious topics of immigration or infrastructure projects he addresses. This isn’t isolated. The article points to the Brothers of Italy and the Democratic Party engaging in childish “insult exchanges” via Halloween-themed cards, and Giorgia meloni utilizing fruit imagery in campaign messaging.
However,Roberto Vannacci,a general,has emerged as the “champion of cringe,” garnering attention through deliberately provocative actions like posing with a grouper to attack the left and issuing political appeals while bathing in a dressing gown. These actions, while generating buzz, underscore a willingness to sacrifice dignity for visibility.
This behavior isn’t simply a matter of individual personalities. The underlying driver is the algorithm.As the article explains, the need to “chase likes” and “stay on top of the wave” is a direct consequence of how social media platforms operate. The closure of political advertising on Facebook and Instagram by Meta, starting in October, has only intensified this pressure. With paid promotion restricted, politicians are forced to rely on organic reach, which is heavily influenced by engagement metrics. This creates a feedback loop where sensationalism and divisiveness are rewarded, leading to “more likes, less content.”
The consequences are far-reaching. The article notes the rise of archive pages like “crazy Italian Politics” and “The Great Scourge,” which document and satirize this descent into absurdity. The pursuit of viral moments extends beyond social media itself,influencing traditional campaigning. The National Magistrates Association,for example,is seeking endorsements from popular singers and actresses like Edoardo Bennato and fiorella Mannoia to bolster their campaign against a referendum on the separation of magistrates’ careers. This echoes past practices, as recalled by journalist Luca Diamanti, referencing Flavia Vento’s appearance at a Margherita party, but the speed and reach of modern social media amplify the potential for “clumsiness.”
The article suggests that this isn’t a new phenomenon, but rather an acceleration of existing trends. Politics has always adapted to new communication tools. Though, the current surroundings, dominated by platforms like TikTok, is pushing this adaptation to an extreme, resulting in a political landscape increasingly defined by spectacle, superficiality, and a pervasive sense of embarrassment. The “TikTokification” of Italian politics, thus, represents a essential shift in how political messages are crafted, disseminated, and ultimately, received.
