La sfida della solidariet\ue0. L'uso strategico delle passioni nelle campagne del 5 per mille

A discoursive genre strictly linked to the theme of collective passions, instruments of semiotic strategies that aim to trigger a broad public reaction, is represented by 5 per mille communication campaigns. Here the pathemic investment prefigure a spring into action, a concrete commitment to financial aid. Every year the competition among numerous organizations, which recourse to the mechanism of 5 per mille donations to gain economic support, is transformed in a hard communication strategy challenge. It becomes a match played on the balance among the passion evoked by the campaign, the credibility of the promoter and the communication tactics, which is essential to involve the destinatary and stimulate his participation. In social advertising, the ability of subjects of enunciation to appeal to different representations of passion (compassion, indignation, sympathy, fear, sense of justice...) is hence crucial to give a shape to the solidarity, intended as a meaning effect