Abstract

Storytelling has become in the last two decades a key element in post-modern campaigns: Clinton, Bush, Obama, Berlusconi, Sarkozy have used it to communicate a definite image and idea of the country. Politicians and their consultants use storytelling to mobilize emotions through shared narratives and to involve the voter/consumer in an emotional and long term relationship. A relationship that goes through hard tests during the mandate: who is in charge of government is exposed to a counternarrative from the opposition that attempts to undermine the leader's story and to damage his credibility and consensus.