Metamorphosis and Horizons of Political Communication: Algorithmic Leadership and Emotional Governance

This chapter analyses the transformation of political communication in the digital ecosystem, highlighting how the integration of artificial intelligence and social media platforms has redefined consensus-building processes. Through an interdisciplinary theoretical reconstruction, the paper argues that the shift from mediatization to the algorithmic governance of affect marks a new phase in contemporary politics, in which emotions, algorithms, and data become strategic resources for leadership. The analysis delves into the role of emotions in the symbolic infrastructures of political mobilization, demonstrating how different mechanisms enable the prediction, orientation, and simulation of close relationships with citizens. It conceptualizes this evolution to interpret the growing capacity of digital platforms to shape visibility, participation, and political legitimacy, highlighting the democratic implications of a public sphere increasingly governed by computational and emotional logics.