Performing Authenticity on a Digital Political Stage Politainment as Interactive Practice and (Populist?) Performance

Marianna Lya Zummo


This article investigates the way politicians use social networking sites as
effective communication platforms to discursively enhance authenticity, sincerity and (self --)connection to what can be defined as the “People” (followers/lurkers/net users). Within the framework of Social Media Critical Discourse Studies, and using tools c oming from Multimodal Discourse Analysis, the paper analyses the multi semiotic elements used by different political leaders (i.e. Alexandria Ocasio Cortez and Matteo Salvini), to connect with the “People,” and discusses the politainment product as a perso nalised way to skip the institutional mediation channels of politics.


live stream; multimodal analysis; politics; populism; style; video

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