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3.0 "The economic boom

Italy after the liberation in 1945, was still basically a rural country where the church had strong roots still widespread in all social strata.
The average family of the fifties was still tied to a model in which reigned a patriarchal hierarchy. The spread of fundamentalist culture was still based on oral tradition: the "Southern Italy" this was through the sermon in church, personal relationships and distribution of some newspapers parish, as well as meetings with the ACLI in circles, while the "North Italy "The situation is not varied much since, being the most industrialized part of the peninsula, culture was fed by both parties that the unions of the Left, and even here, the flow of ideas is bound by the verbal reports, at meetings, at meetings of clubs and game rooms Arci. Throughout the first half of the century the only means of communication for the most popular all over Italy were printing (ie newspapers and magazines for teenagers), radio (seen as an excellent means by the "fascist state" to arrive in homes ) and the cinema: for all this period the mass media were fully supported and regulated by the policies of the totalitarian regime of Benito Mussolini, who, through the intention to make a total mass persuasion, is made partaker of episodes of repression against opponents who often paid with imprisonment or even death.
Cinema is undoubtedly the strongest weapon of the fascist state, one need only recall that in 1923 founded the Istituto Luce (The Union Educational Film Festival) for the production of documentaries and newsreels.
With the advent of sound technology opens up the possibility of hearing the words spoken emphatically to describe massively images, not without the accompaniment of music triumphal
Though the medium of mass communication has been used wholly for the benefit of the scheme, the Italian situation
had remained unchanged both in terms of cultural and social, both in terms of communication model. Ironically, when there was the spread of television throughout the world, the credibility of fascism in Italy was already in decline, the solutions adopted by Mussolini to elevate the country to modernize and to a renewal of international cooperation is null .

1945: Italy is finally free!

The specter of war that had imprisoned the peninsula for years as they move away to disappear completely, leaving only destruction and desolation.
There is much to do and build, especially the bones to form a society destroyed by fascist ideologies, which lives for the first time period of social and cultural renewal.
are the years in which the neo-realism as a new fee lands not only literary but also cinematic, as it refers to the burning social reality of the time. E 'in this time of emerging filmmakers and actors who have made the history of Italian cinema: from Federico Fellini, De Sica, Zavattini to, they are also the days when the same Roberto Rossellini, in order to meet the deadlines of the masterpiece "Roma open city ", he is forced to" borrow "the electricity to a nearby station. In the same city
allies are free thinking Luigi (regrettably now confined to a wheelchair because of a serious illness) and the commission a short educational public utility titled: "As the population of Rome can use electricity rationally." There is no shortage of experimentation in cartoon film by Federico Fellini with Nisus Job Luigi Ramponi and early 1944 were filming in Rome a short film in black and white named "Hello jeep."


"Hello Jeep!" short film by Federico Fellini, Nisus Luigi Ramponi, and Job, 1944


On the same canons of neo-realism and expressive on the same key theme of "Rome City open "is constructed by Francesco Maurizio Guidoni, Gibba in art, in his film" Last shoeshine boys, "which had several times in appreciation.
Italy now has to get up and write a new page of history.
During ricostruzìione whole and for the next four decades will continue to power the Government of the Republic of the Christian Democrats, who have not only the task to accompany the country in a social education, but also to follow him during the economic boom and the development of the country from a simple rural town to a civilized country can keep up with others in Europe and (inevitably mainly) industrialized and consumerist.
The unification of the peninsula, which occurred the first century and lags behind other European nations, had no major changes especially in social and cultural level to see the peninsula in a good spirit of national unity. With the development of the industrial triangle, from the Fifties onwards, there was a massive migration of families from the south to the areas of the North Italy. " This involved
undoubtedly different social problems and a few episodes of widespread intolerance of different traditions: the classic example: the writing of some cartels do not rent to Southern. (1) Television had made its entry into our country back in 1931 the unit was initially only after mechanical was replaced by the electronic system.
since 1938 within two years EIAR (National Italian auditions radio) installed in Rome and Milan, the broadcasting stations. After the war the EIAR renamed in RAI and since 1952, after several years of experimental transmission (especially local), television broadcasting stations are starting to rise a bit 'all over the world via radio links.
On 3 January 1954 was inaugurated the very first official communication which, thanks to the link between Turin and Palermo with branches installed the year before in Sicily and Sardinia, he could count on the broadcast in almost all the peninsula.



radio transmitter in Messina, 1958


Television develops in a rural Italy in the early 50s and seems to be the means of communication that can better adapt to the political climate in which a few years allows more complete control of ideas.
RAI requires a single channel to public service and in the first few years of work plays a pedagogical and didactic
, then devoted to the cultural and social growth.
Through the television in our country begins to consumer education and the slow path of Italians who are learning the principles of morality.
A few years change the way you think and live everyday life: one is connected to the proposed models as "trendy", where the dress, leisure and personal care of soon are a requirement of social and living together.
With the gradual improvement of living standards and the general industrial development, the Italian people began his ascent to the emerging consumer society: we are witnessing in our country to the great economic boom.

Advertising Magneti Marelli of Milan, 1946

daily newspapers and magazines, advertising had played an important role in promoting the products and encourage the purchase, but it is thanks not least through television which is also developed in Italy travel to the purchase of consumer goods. The
the evening peak coincided with the airing of ten minutes of advertising from 20. 50 and the program that had the audience ever expected from the history of advertising was his "Carousel." On February 3, 1957, Rai, under careful supervision and regulation standards by Sacis (Italian Commercial Initiatives Entertainment, the company that produces advertising for RAI) broadcasts to 20.50 after the news the night before the appointment and program conducted by Enzo Tortora, "Primo applause subtitle amateurs": ten minutes of advertising marking the debut of "Carousel" in the home of Italian households.

Pattern of 1954


Notes:

1. "The best of 1957-1977 Carousel" by Guia Cross, quoted by Edmondo Berselli, P. V, Giulio Einaudi editore spa, Torino 2008.

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