“…In this study, we chose to focus on the Italian context, which in 2020 saw two different rounds of regional elections, one before the first wave of the pandemic (January 2020), and one immediately after (September 2020), thus representing a convenient case study to test the role of COVID-19 in producing specific changes in terms of political communication. Furthermore, we chose to focus in particular on the political communication of Matteo Salvini, leader of the right-wing party Lega, for three reasons: (1) after the results of the political elections of 2018, Salvini had become the leader of the center-right coalition, so that in 2020 he had the highest strategic interest in “winning” the regional elections to politically “harm” the center-left government of the time (Conte II, mainly supported by the Five-Star Movement and by the Democratic Party); (2) he represents the most highly polarizing political leader in Italy, strongly relying on partisanship, divisive issues, and attack-oriented campaigning ( Bordignon, 2020 ; Bosco and Verney, 2020 ; Mariotti et al, 2021 ; Rega and Marchetti, 2021 ; Tronconi and Valbruzzi, 2020 ); (3) in terms of political communication, he proved to be one of the most effective and tech-savviest campaigners, among the most active and successful political leaders not only in Italy but throughout Europe (looking at his activities online, numbers of followers, levels of engagement, etc.).…”