Academic Year 2022/2023

  • Teaching Mode: Traditional lectures
  • Campus: Bologna
  • Corso: Second cycle degree programme (LM) in Media, Public and Corporate Communication (cod. 5703)

Learning outcomes

The course focuses on the relation between the political system, the media system and the electoral marketing strategies of political actors.

At the end of the course, the students

- are aware of balances or power behind information flows involving political actors, media and citizens;

- are able to identify the role of the media in the functioning of contemporary democracies, also in comparative terms;

- know the specific nature of various channels through which citizens and politicians communicate and interact;

- master the different communication and marketing techniques to gain and maintain consensus during the election campaigns;

- evaluate in a critical way the effects of electoral campaigns and mass media on political participation and voting

Course contents

The following topics will be addressed: Citizens, political information and the mass media; political and electoral marketing; how to devise and implement political communication and electoral marketing strategies; political journalism; the mass media; the effects of political communication; public opinion polls; internet politics; transformations of election campaigns.


Mazzoleni, G. (a cura di) (2021) Introduzione alla Comunicazione Politica. Bologna: Il Mulino.

Grandi, R., Vaccari, C. (2013), Come si vincono le elezioni: Elementi di comunicazione politica. Roma: Carocci.

Cepernich, C. (2017), Le campagne elettorali al tempo della networked politics. Roma: Laterza.

Teaching methods

The course will be based mostly on taught classes, but will also feature in-depth sessions on issues suggested by the students.

Assessment methods

90 minutes written exam. 50% of the grade will be based on multiple-choice questions or questions with short answers; the other 50% will be based on open-ended questions.

Teaching tools

Powerpoint presentations, screening of campaign materials and documentary films.

Office hours

See the website of Augusto Valeriani