Una Capitale digitale. Ibridazioni e innovazioni nella comunicazione del Comune di Roma

A DIGITAL CAPITAL. HYBRIDIZATIONS AND INNOVATIONS IN THE COMMUNICATION STRATEGY OF ROME’S MUNICIPALITY This study examines Roma Capitale’s communication strategy during a period of significant transformation under Mayor Roberto Gualtieri’s leadership. The city administration is among the most digitally advanced in Italy and promotes a city model based on citizen-oriented information management guided by multichannel and hyperlocal approaches. A qualitative investigation was conducted to explore the mayor’s communication style and the strategies implemented to foster dialogue with citizens and strengthen the administration’s institutional reputation. The research focuses on the perspectives of institutional communicators. The study also pays particular attention to potential tensions arising from the intersection of the institutional role and the pursuit of political consensus. Within this framework, the hybridization of institutional and political communication emerges as a strategic approach to rebuilding citizens’ trust and reinforcing Rome’s institutional brand.