Saper comunicare un concetto è importante. Ancora di più se a farlo è un personaggio politico. Vediamo le 5 curiosità sullo storytelling, dalla Russia del 1928 all’Italia di oggi, e come lo riconosciamo nei politici dei nostri giorni. Lo storytelling è
“L’arte del raccontare storie impiegata come strategia di comunicazione persuasiva, specialmente in ambito politico, economico ed aziendale.”
Da un lato, si potrebbe pensare che la capacità di raccontare storie sia un modo di coprire con il fumo un arrosto bruciato, per manipolare l’opinione altrui. Dall’altro lato, a volte idee eccellenti potrebbero non essere espresse nel modo più adatto, e hanno bisogno di migliorare il modo di essere comunicate.
Abili comunicatori o fini azzeccagarbugli?
Personalmente, penso che l’arte del comunicare debba andare di pari passo con i contenuti. Occorre che vi sia sostanza, contenuto, materiale, per poter lavorare e saper comunicare in modo più efficace. L’arte dell’imbonire, del manipolare e della recitazione retorica fine a se stessa… lasciamola ad altri.
Le 5 curiosità sullo storytelling
Vediamo:
- Si può dire che lo storytelling sia nato in Russia: nel 1928 Vladimir Propp scrisse “Morfologia della fiaba” e gettò le basi dello storytelling. Nel celebre saggio, arrivato in Italia solo negli Anni ’60, Propp studiò le fiabe della tradizione e individuò al loro interno un’ossatura ricorrente (fra le varie tappe troviamo per esempio l’allontanamento dell’eroe, la partenza, la lotta, il ritorno, la punizione del nemico e il matrimonio, ecc).
- Ma, prima di lui, ci fu un altro maestro della comunicazione: Cicerone. Nella celebre opera “De oratore” di Cicerone, scritta nel 55-54 a.C., troviamo le basi dell’oratoria e della retorica.
- Adesso una curiosità presa direttamente dalla semiotica (la disciplina che studia i sistemi di significazione). L’ossatura ricorrente di ogni narrazione è detta “schema narrativo canonico”, e si divide in 4 tappe: manipolazione (quando un soggetto indica al protagonista qual è la missione da compiere), competenza (il protagonista si attiva per raggiungere l’oggetto del desiderio, viene assistito dagli aiutanti e ostacolato dagli oppositori), performance (il momento più importante della storia, quando l’eroe si scontra con il nemico), sanzione (quando viene valutata la performance dell’eroe). Questa ossatura può essere applicata a qualsiasi storia, anche a quella di un politico. Che diventa l’eroe della narrazione. La sua storia verrà raccontata attraverso lo storytelling.
- Lo spin doctor è la figura professionale che lavora per narrare una storia. La storia deve essere coerente con gli obiettivi del cliente. Non inventa una storia dal nulla: i contenuti sono quelli del cliente; lo spin doctor trova il modo migliore per farli emergere e comunicarli.
- Si parla con le emozioni e, meglio ancora, con immagini, colori, con parole che richiamino i cinque sensi. In tal modo l’universo narrato coinvolge il destinatario (che sia un lettore, un ascoltatore, o un elettore).
Qualche esempio di storytelling in politica
Vediamo qualche esempio di storytelling applicato ai politici dei nostri giorni. Prendiamo come eroe un personaggio politico, che segue il proprio programma in opposizione agli interessi di qualcun altro. Il “nemico” può essere reale oppure costruito, immaginario e generalizzato.
Per esempio, Matteo Renzi e i gufi. L’ex premier ha sintetizzato i propri avversari nel termine “gufi”. Possiamo notare che viene usato un linguaggio gergale, giovanile e superstizioso (i gufi sono animali che, secondo il luogo comune, portano sfortuna – infatti “gufare” significa proprio portare sfortuna). Renzi ha usato molti altri simboli nei suoi discorsi, dall’ipod e i gettoni, al trolley (in un precedente articolo ho parlato di Matteo Renzi e del trolley come simbolo del viaggio del Partito Democratico nella campagna elettorale interna che si concluderà con le primarie del 30 aprile). Da parte sua, Silvio Berlusconi ripeteva di sconfiggere i comunisti (un linguaggio politico che rispetta la dicotomia destra-sinistra, oggi in parte superata).
Matteo Salvini ha fatto un proprio punto di forza dapprima nella promessa di tutelare l’interesse del Nord Italia contro il Sud, poi l’interesse degli italiani contro gli immigrati. Più il nemico è temuto, maggiore sarà la promessa che l’eroe reca con sé.
Donald Trump riscuote successo fra i suoi elettori perché si presenta come un homo 
novus, un imprenditore di successo (in questa intervista a Daniele Fiorentino ad Occhiaperti Blog puoi leggere un’analisi più approfondita) e promette di proteggere gli Stati Uniti dai musulmani (una categoria che viene arbitrariamente identificata in toto con il terrorismo) e dai membri dell’establishment, a cui appartiene anche Hillary Clinton (che nel linguaggio Trumpiano/Trumpista rappresenta i responsabili della povertà di molti americani). Andiamo avanti.
Un esempio di “performance” (secondo lo schema narrativo che abbiamo visto sopra) è l’episodio di Silvio Berlusconi contro Michele Santoro ad Annozero: la puntata del 10 gennaio 2013 si è trasformata in un episodio dell’epopea berlusconiana: l’eroe va nell’arena e combatte il nemico, rifiutando il suo schema di valori attraverso il gesto simbolico di pulizia della sedia dove era seduto Marco Travaglio.
Il racconto di un politico, di un brand, di un’azienda poggia su tutti questi elementi. L’obiettivo è duplice: raggiungere il proprio target e migliorare la propria reputazione nel lungo periodo. Starà poi ad ognuno di noi decidere a chi dare il proprio voto, chi ci rappresenta meglio e chi persegue l’interesse comune. Penso che con qualche strumento in più, possiamo vedere il mondo da una prospettiva critica e fare scelte più consapevoli.
Articolo di: Alice Palombarani
Scritto e pubblicato il: 31.03.2017
75 comments On Lo storytelling in politica: le 5 cose da sapere
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