While this essay, included in the book Turning Back the Clock: Hot Wars and Media Populism, explores the 2001 Italian election, there is a lot that is relevant to the 2012 election here in the US.
Eco first points out that advertising principles play an important role in electoral campaigns: “From the model of advertising they have taken the constant repetition of one symbol plus a few simple slogans, as well as a shrewd color scheme.” (p. 121) In the US electoral race, this is standard across the board, and every candidate must use some color combination of red, white, and blue.
One thing I have noticed about the 2016 US political race is how aggressive it has become. Eco points out that this was also the case in the 2001 Italian election: “… every opposing point of view was branded as against the people, accompanied by constant complaints about the aggressiveness of others.” (p. 123)
Possibly the most frightening similarity is the stanch refusal to compromise on anything. Politics in the United States has become so polarized that it no longer matters what the policy or idea is—if it was presented by the other party, then it must be rejected completely. This was also the case in Italy, as Eco explains.
The 1968 model also lives on in the tactic of never giving an inch to the adversary, but always demonizing him whatever his proposals are, then refusing dialogue and debate (such as turning down interviews with any journalist seen as a lackey of power). This rejection of compromise was based on the constantly reiterated conviction that revolutionary victory was imminent.
As I read this, I could not help but consider the Republican refusal to consider a Supreme Court nomination from President Obama asserting that the next president (meaning a Republican based on their victory conviction) should fill the post.
Finally, there are stark similarities between Berlusconi and Donald Trump regarding popular appeal and the reasons behind it, particularly that because he is rich, he is better qualified to be a leader.
Nor should we ignore the populist stamp of some of the arguments with which people, even those of humble origins, used to demonstrate their liking for Berlusconi. The arguments are: (1) being rich, he won’t steal (an argument based on the man in the street’s slipshod equation of politician with thief); (2) what do I care if he looks after his own interests, the main thing is that he look after mine too; (3) a man who has become enormously rich will be able to distribute wealth among the people he governs…
History has a nasty habit of repeating itself, as is evident when you compare Italy’s 2001 election with the current American one. Sadly, though, people ignore or forget the lessons that history offers. I can only hope that this tendency changes in the future, but, if history is any indicator…