The case of the 2012 centre-left primary election was the first important italian event of collective participation in a political action that has found in SNSs a valuable sounding board. Thousands of twitters and posts on Facebook have turned the challenge for determine the coalition’s leadership in a great storytelling, where politicians and civil society, thanks to SNSs, have competed on equal terms to give a voice to their demands. Facebook, LinkedIn, Twitter, and other social media tools have changed the way many people communicate, getting the mass political arena denser, more complex and more participatory. This is proved, for instance, by the increasing comments on Twitter during the television debate among the five contenders, that was aired on SkyTg24: according to Blogmeter, the involvement of this primary election has reached record highs in Italy with 127.426 tweets about this subject from 30 minutes before the start…
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