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Avversari, non nemici: come affrontare una campagna elettorale senza trasformarla in una guerra

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1. Ridurre al massimo l’uso delle categorie pre-politiche dell’odio e dell’amore (soprattutto se usate dai leader, parlando di loro stessi).

2. Ridurre al massimo l’uso dei numeri falsi, usati pur di vincere a tutti i costi.

3. Evitare di comunicare la politica limitandosi a elogiare la propria parte e a contestare la parte avversaria: il riconoscimento del buono che arriva dall’altra parte è più credibile e distende gli animi.

4. Riconoscere la sconfitta, quando arriva. Senza alibi

(slide presentate a Parole Ostili, Trieste, 18 febbraio 2017)

Published in: News & Politics
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Avversari, non nemici: come affrontare una campagna elettorale senza trasformarla in una guerra

  1. 1. Avversari, non nemici. Come affrontare una campagna elettorale senza trasformarla in una guerra Dino Amenduni
  2. 2. Avversari, non nemici. Dino Amenduni 2 Mi chiamo Dino Amenduni Sono socio di Proforma, un’agenzia di comunicazione di Bari. Dal 2004 Proforma ha lavorato a più di 100 campagne elettorali… …ma in questo momento, e chissà se per un giorno, un mese, un anno o per sempre, siamo un passo indietro rispetto alla consulenza politica sul campo.
  3. 3. Avversari, non nemici. Dino Amenduni 3 Titoli di testa Per fare bene una campagna elettorale bisogna essere arrabbiati. (Bill Clinton)
  4. 4. Avversari, non nemici. Dino Amenduni 4 La domanda di partenza Abbiamo bisogno di individuare un avversario in campagna elettorale? La risposta, che piaccia o meno, è SÌ.
  5. 5. Avversari, non nemici. Dino Amenduni 5 Perché? Perché il nostro cervello, il cervello di ciascun essere umano, ha bisogno di schemi di semplificazione della complessità. Esempio: quando andate in bicicletta avete bisogno di riflettere o di ripetere a voce alta le azioni che avete bisogno di fare? Probabilmente no.
  6. 6. Avversari, non nemici. Dino Amenduni 6 In bicicletta “senza pensare” Nella nostra vita quotidiana effettuiamo un’enorme quantità di gesti automatici, che non richiedono un’attivazione cosciente da parte del cervello.
  7. 7. Avversari, non nemici. Dino Amenduni 7 E questo cosa c’entra con la comunicazione politica? Sapete quanti comportamenti degli esseri umani sono effettuati da meccanismi cognitivi di tipo automatico? Il 98%. (fonte: Daniel Kanheman, uno psicologo che ha vinto il Nobel per l’economia)
  8. 8. Avversari, non nemici. Dino Amenduni 8 Per sottrazione… Solo il 2% dei comportamenti umani è determinato da ciò che si definisce “pensiero razionale”. Dunque… Le campagne elettorali si giocano quasi esclusivamente sotto il livello di
  9. 9. Avversari, non nemici. Dino Amenduni 9 Una foto, una campagna elettorale, migliaia di motivi diversi per votarli. Ma soprattutto per non votarli. Quanti americani hanno votato per Clinton o Trump? E quanti hanno votato contro Trump e Clinton?
  10. 10. Avversari, non nemici. Dino Amenduni 10 A che serve un avversario? L’avversario serve a delimitare un limite: quello che separa un elettore da lui, dal suo mondo, dalle sue parole. E serve a riconoscere chi sta dalla propria stessa parte. L’avversario aiuta il
  11. 11. Avversari, non nemici. Dino Amenduni 11 Il difficile viene adesso La sfida etica della comunicazione politica contemporanea è provare a vincere le elezioni senza trasformare un avversario in nemico. Quando la sfida diventa guerra, parole e comportamenti diventano ostili, e il
  12. 12. Avversari, non nemici. Dino Amenduni 12 E come si fa? Alcune idee 1. Riducendo al massimo l’uso delle categorie pre-politiche dell’odio e dell’amore (soprattutto se usate dai leader, parlando di loro stessi). 2. Riducendo al massimo l’uso dei numeri falsi, usati pur di
  13. 13. Avversari, non nemici. Dino Amenduni 13 E come si fa? Alcune idee 3. Evitando di comunicare la politica limitandosi a elogiare la propria parte e a contestare la parte avversaria: il riconoscimento del buono che arriva dall’altra parte è più credibile e distende gli animi.
  14. 14. Avversari, non nemici. Dino Amenduni 14 Titoli di coda È degno di potere solo colui che lo giustifica giorno dopo giorno. (Dag Hammarskjold)
  15. 15. Avversari, non nemici. Dino Amenduni 15 Grazie! Mail: dino.amenduni@proformaweb.it Facebook: Dino Amenduni Twitter: @doonie

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