Addressing ‘the People’: A Comparative Study of the Lega Nord's and Lega dei Ticinesi's Political Rhetoric and Styles of Propaganda

Abstract

In recent years two populist regionalist parties have emerged in the alpine region, the Lega dei Ticinesi (LDT) in Switzerland and the Lega Nord (LN) in Italy. However, while typical populist themes such as the constant attacks against professional politicians and appeals to the ‘people’ resonate in the rhetoric of both movements, what differentiates them is the style of their propaganda, as the LDT's paper, Il Mattino della Domenica, constantly strives to shock its readers in ways that are alien to the Italian leghisti. Following a discussion of the strength, organisation and rhetoric of the two parties, this articles addresses the reasons why they have adopted different strategies of communication by considering the parties’ constituencies, the nature of their media and the personalities of their leaders.