Social Media and Leadership in the 2023 Partito Democratico Primaries

This article examines the 2023 Partito Democratico (PD) primary election in Italy, comparing the digital campaign strategies of Elly Schlein, current PD Secretary, and Stefano Bonaccini, the long-serving President of the Emilia-Romagna region. Using qualitative content analysis of their campaign manifestos and social media data from Facebook and Instagram, the study explores how digitalization and personalization shaped their leadership styles and electoral performance. Findings show that, despite similar policy agendas, Schlein’s inclusive, interactive, and grassroots-oriented communication generated stronger online engagement and follower growth, contributing to her unexpected victory. Bonaccini’s campaign, though well-funded and institutionally supported, relied on more traditional political communication. The research argues that Schlein’s success marks a partial shift within the PD towards a more digital, personalized form of leadership while highlighting the structural resistance that continues to hinder full organizational transformation.