Antonio Martella
Biographic Data
| ID | 351915 |
|---|---|
| NAME | Antonio Martella |
| GIVEN NAMES | Antonio |
| FAMILY NAME | Martella |
| SIGNATURE | MARTELLA A |
| AFFILIATIONS | University of Turin |
| ORCID | 0000-0003-3378-1782 |
| VERIFIED | Yes |
| TOTAL WORKS | 8 |
| TOTAL CITATIONS | 112 |
| AUTHOR COUNT | 8 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2017 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Make Campaigns Dance Again
TikTok’s mimesis-oriented affordances invite users to ‘perform’ politics through embodied, replicable templates. This article examines the Trumpdance – Donald Trump’s recurrent YMCA dance at campaign rallies – as a case of how offline events become a platform-native trend. Using the TikTok Research API, we collected 6799 Trumpdance-related videos posted during the final month of the 2024 U.S. presidential campaign. We extracted a stratified sampl…
“We hate her . . . and you too”
This article proposes a joint application of online network analysis and NLP techniques to explore dynamics of “polarized intersectionality”—that is, how (mis)representations of women that develop online and at the intersection of different axes of discrimination entwine with ideological and affective polarization. We look in particular at whether and how digital (mis)representations change together with political scenarios in which political par…
Vinci Salvini! Boosting engagement in the 2019 European elections campaign in Italy
Our study examines the 2019 European elections campaign in the Italian Twittersphere and the online activity of Matteo Salvini, former Italian Interior Minister and leader of the League. We consider the social media contest Vinci Salvini! (“Win Salvini!”) and we demonstrate how gamification, in the form of casual games, can affect participation and content visibility. The contest involved less committed citizens, offering an easy and interruptibl…
Giorgia Meloni in the spotlight. Mobilization and competition strategies in the 2022 Italian election campaign on Facebook
The 2022 Italian election campaign, taking place as it did in the middle of the summer following a government crisis, offered interesting suggestions concerning leaders’ and media strategies aimed at mobilizing people in a challenging context. Our results show that the ‘expected winner’, Giorgia Meloni, was able to focus the attention of leaders, the media and users on herself despite competing with leaders and parties (Matteo Salvini and the Fiv…
Does populism go viral? How Italian leaders engage citizens through social media
This study explores populism in terms of communication while distinguishing between its ideological and stylistic dimensions. We examine the social media communication of the three main Italian political leaders during the last national electoral campaign to underline the differences and similarities in their use of populist communication in terms of ideology and style and assess how it affects Facebook and Twitter engagement. Our analysis shows …
Populism and emotions
Populist ideology and emotions are being increasingly adopted by political leaders as communicative tools to drive attention and gain consent. Populism appears to be intimately related to emotions due to its own emotional charge when appealing to the people or blaming ‘others’. Analysing the Facebook timelines of Italy's main political leaders during the 2018 general election campaign, we found that only negative emotions are associated to populi…
L'Italia sovranista e la sfida all'Europa
Define the populist political communication style
In the hybrid media system, many processes are reforming political communication: popularisation, disintermediation, personalisation, intimisation and of course populism. This study proposes an empirical definition of political communication style with the aim of identifying characteristics of the populist political communication style. Between 2015 and 2016, the Twitter timelines of the main political leaders in Italy were analysed for 16 months…
Define the populist political communication style
In the hybrid media system, many processes are reforming political communication: popularisation, disintermediation, personalisation, intimisation and of course populism. This study proposes an empirical definition of political communication style with the aim of identifying characteristics of the populist political communication style. Between 2015 and 2016, the Twitter timelines of the main political leaders in Italy were analysed for 16 months…
Populism and emotions
Populist ideology and emotions are being increasingly adopted by political leaders as communicative tools to drive attention and gain consent. Populism appears to be intimately related to emotions due to its own emotional charge when appealing to the people or blaming ‘others’. Analysing the Facebook timelines of Italy's main political leaders during the 2018 general election campaign, we found that only negative emotions are associated to populi…
Giorgia Meloni in the spotlight. Mobilization and competition strategies in the 2022 Italian election campaign on Facebook
The 2022 Italian election campaign, taking place as it did in the middle of the summer following a government crisis, offered interesting suggestions concerning leaders’ and media strategies aimed at mobilizing people in a challenging context. Our results show that the ‘expected winner’, Giorgia Meloni, was able to focus the attention of leaders, the media and users on herself despite competing with leaders and parties (Matteo Salvini and the Fiv…
Define the populist political communication style
In the hybrid media system, many processes are reforming political communication: popularisation, disintermediation, personalisation, intimisation and of course populism. This study proposes an empirical definition of political communication style with the aim of identifying characteristics of the populist political communication style. Between 2015 and 2016, the Twitter timelines of the main political leaders in Italy were analysed for 16 months…
L'Italia sovranista e la sfida all'Europa
Does populism go viral? How Italian leaders engage citizens through social media
This study explores populism in terms of communication while distinguishing between its ideological and stylistic dimensions. We examine the social media communication of the three main Italian political leaders during the last national electoral campaign to underline the differences and similarities in their use of populist communication in terms of ideology and style and assess how it affects Facebook and Twitter engagement. Our analysis shows …
Populism and emotions
Populist ideology and emotions are being increasingly adopted by political leaders as communicative tools to drive attention and gain consent. Populism appears to be intimately related to emotions due to its own emotional charge when appealing to the people or blaming ‘others’. Analysing the Facebook timelines of Italy's main political leaders during the 2018 general election campaign, we found that only negative emotions are associated to populi…
Vinci Salvini! Boosting engagement in the 2019 European elections campaign in Italy
Our study examines the 2019 European elections campaign in the Italian Twittersphere and the online activity of Matteo Salvini, former Italian Interior Minister and leader of the League. We consider the social media contest Vinci Salvini! (“Win Salvini!”) and we demonstrate how gamification, in the form of casual games, can affect participation and content visibility. The contest involved less committed citizens, offering an easy and interruptibl…
Giorgia Meloni in the spotlight. Mobilization and competition strategies in the 2022 Italian election campaign on Facebook
The 2022 Italian election campaign, taking place as it did in the middle of the summer following a government crisis, offered interesting suggestions concerning leaders’ and media strategies aimed at mobilizing people in a challenging context. Our results show that the ‘expected winner’, Giorgia Meloni, was able to focus the attention of leaders, the media and users on herself despite competing with leaders and parties (Matteo Salvini and the Fiv…
“We hate her . . . and you too”
This article proposes a joint application of online network analysis and NLP techniques to explore dynamics of “polarized intersectionality”—that is, how (mis)representations of women that develop online and at the intersection of different axes of discrimination entwine with ideological and affective polarization. We look in particular at whether and how digital (mis)representations change together with political scenarios in which political par…
Make Campaigns Dance Again
TikTok’s mimesis-oriented affordances invite users to ‘perform’ politics through embodied, replicable templates. This article examines the Trumpdance – Donald Trump’s recurrent YMCA dance at campaign rallies – as a case of how offline events become a platform-native trend. Using the TikTok Research API, we collected 6799 Trumpdance-related videos posted during the final month of the 2024 U.S. presidential campaign. We extracted a stratified sampl…
Political science (6 works) · Social Media and Politics (6 works) · Politics (5 works) · Sociology (5 works) · Law (4 works) · Misinformation and Its Impacts (4 works) · Political economy (4 works) · Populism, Right-Wing Movements (4 works) · Ideology (3 works) · Political communication (3 works)