April 2024
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This chapter focuses on the communication dimension that played a key role during the Covid-19 emergency. It shows that regional political leaders and institutions have extensively relied on social media for promoting the policy measures aimed at mitigating the virus spread. Drawing on an original dataset gathering all the Facebook messages published by the official accounts of regional governments and regional presidents, the communication strategies adopted during the Covid-19 emergency are analysed. To identify the diverse patterns of public/political communication, we use a content analysis focusing on (a) volume of published content and (b) the topics addressed within the posts (whether they were Covid-related). The analysis reveals notable regional variations in the levels of social media activism. In regions where elections were taking place there was a marked increase in social media activity. This trend was particularly noticeable among regional presidents, who shared a significant volume of social media content. This suggests that the principles of institutional communication were integrated into a political-electoral strategy. In line with the concept of permanent campaigning, this strategy encouraged incumbents to capitalize on the visibility offered by pandemic-related interventions in the lead-up to electoral competitions. This was achieved by leveraging increased visibility and intensifying communication efforts on social media platforms.