Keywords: regional elections, media coverage, thematization, political rallies, glo- cal media events.
This article aims to analyze the regional elections in Umbria in October 2019. Our analysis of journalistic coverage of the main national and regional newspapers shows that these are «second order elections», i.e. elections focused on debates of national interest. Our hypothesis is that some national leaders have used the instrument of rallies to bring to the attention of public opinion (Umbrian but also national) some issues «outside» the region. It was in particular Matteo Salvini who organized an electoral tour that reached a large number of small Umbrian municipalities and attracted the attention of the media. We define it as «glocal media event», i.e. initiatives designed to become highly noticeable and capable of interrupting everyday routine in a strictly local context, exploiting the technologies made available by a hybrid media system. Through his electoral tour Salvini has been able to transform a local election into a referendum on the new government.