The article points out the importance of the turnabout of the 90s in Italy, in connection with political language. Particularly it stresses the formation of a new language inventory aimed at the creation of a more accessible and colloquial form of verbal communication. In this innovative process the most important role was played by television. Special emphasis is put on the fact that the crucial role in this complex innovative language process (linked with the most recent civilization trends) that overreaches the sphere of language and directly involves the domain of media communication and communication science, was played by the Italian Prime minister Silvio Berlusconi.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.