The relationship between political institutions and citizens has been redefined in the digital environment. The aim of this paper is to identify the main circumstances of this transformation. In this regard, individualization has been a key factor. So far, this relationship had been based on collective commitment and a global vision of society. Instead, it now depends on personal commitment and interest in individual issues. The voting process, traditionally based on affiliation, is now conditioned by voters’ opinions. Public opinion can no longer be taken for granted. In addition, persuasion as the only strategy to connect with the electorate is insufficient. Therefore, professionals of political communication have been forced to use the logic of marketing and to explore the potential of digital media, to obtain more consensus and visibility in an increasingly competitive context of communication.

Nel più vasto scenario della comunicazione sociale, il volume affronta il tema della comunicazione delle responsabilità sociali, un ambito che negli ultimi anni sta proponendo nel nostro Paese interessanti esempi di come sia possibile conciliare valori e obiettivi aziendali con finalità etico-valoriali. A partire dall’analisi di alcuni progetti realizzati da imprese e associazioni nel contesto italiano, si analizzano le modalità attraverso le quali si costruisce, si gestisce e si rinnova una relazione tra soggetti apparentemente distanti, ma vicini.

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The contribution aims at investigating the role of social media in the Italian local governments in the «maturity models» scenario, between informative and interactive use of digital media. In particular, the paper presents the results of a pilot study on a little sample of Italian municipalities who usually adopt their Facebook adComunica.