Chiara Ferragni's Strategic Communication and the 'Berlusconi Method' at 'Che Tempo che Fa'

Was Chiara Ferragni's interview on 'Che Tempo che Fa' a flop or not? Judging by the reactions read on social media, the general 'sentiment' towards the influencer would be negative, even worsened after her appearance on Fabio Fazio's show. However, according to a deeper analysis proposed by the media expert Klaus Davi, Ferragni has instead passed the test with flying colors, changing 'the narrative' and playing the role of 'the victim'. Chiara Ferragni and communication mistakes at Fazio's: from blaming the audience to misunderstandings. In an interview with AdnKronos, the expert states that the influencer went to Fazio 'to play the victim and it worked. This means that she has the strength to respond to the judicial narrative, a bit like Berlusconi. The Knight - Davi recalls - was interviewed about legal matters, went on television, did his show, and changed the narrative. In this way, he survived for 30 years'. In other words, Chiara used a real 'Berlusconi method' to regain public consent. Was the interview at 'Che Tempo che Fa' a flop? 'Ferragni - continues the communication expert - continues to have a huge following. This confirms my thesis that there is no moral issue on the web. The success of the interview, which delivered to Fazio's show broadcast on Nove increased viewership compared to a week ago, recording 2,979,000 viewers equal to 14% share, 'the numbers give it to us. And the numbers say that Ferragni was effective. What counts in our profession - he explains - is the retention which, in this case, was very high. Those who watched Chiara Ferragni on television did so from beginning to end. This is not a given in the syncopated era of the web. In an era where everything is fragmented, the influencer's retention is frightening.' The role of Fabio Fazio. Going into detail about the confrontation between Fabio Fazio and Chiara Ferragni, Davi recalls that 'she set the rules of the interview, the legal matter was not delved into too much'. According to the media expert, the influencer 'has demonstrated to have a strong core audience that she even managed to bring to mainstream television. She lives off followers who followed her on the small screen. There are few who, in Italy, have this following. She is the one who wins. Is she a swindler? The trials will prove that but before it reaches the Court of Cassation, it could take five years.' Finally, according to Kalus Davi, Ferragni also made a very specific choice by going to Fazio: 'She chose a left-wing interlocutor, who speaks to the left and confirms that her world of reference is the left,' he concludes.