Each of us is recognised for a particular trait that leaves a lasting impression, both on ourselves and on others: a nickname, a mannerism or way of dressing, a handshake. It is certainly only a partial way of identifying us, but it is often what defines us. It is our ‘trademark’ or, to put it in more modern terms, our ‘brand’. Even a community or a region thrives on its image, through complex processes that require a great deal of time and energy, and above all, careful planning. Conversely, however, it takes very little to undermine them. One need only look at the corruption scandals of recent years and the recent banking affairs to observe the decline in the image of a North-East that was thought to be different from the rest of the country. Yet building the image of regional identities is now, even more so than in the past, a defining factor. Take Milan with the Expo and Turin with the Winter Olympics. One need only consider the effort companies devote to establishing the ‘brand’ of their products to understand how the construction of an identity is now a strategic economic objective.
But it is equally strategic from a political and social perspective. In a complex reality such as ours, shaped by the processes of globalisation and in which traditional points of reference have lost their traditional foundations, it is essential to provide defining elements. This is all the more true when we consider the history of the North-East, as well as that of our country as a whole, where localism has been a defining feature. A history in which social particularism and corporatism still characterise large sections of our society.
Just think of what happens when you try to change the rules – by opening up sectors of the economy to the market: from pharmacists to taxi drivers to banks, not to mention the professional bodies – all ready to take to the barricades just to preserve their so-called ‘acquired rights’, which are based on specific characteristics that have now lost their meaning.
How we describe ourselves, and what traits define our fellow citizens – and therefore ourselves – is the focus of the survey carried out by Community Media Research. At first glance, a profile emerges in which the predominant trait of people from the north-east emphasises aspects that seem to endure despite all the changes: work and the individual, above all. A society that identifies, more so than elsewhere, with the world of work, whether as an employee or a self-employed person. In other words, it is about doing, working and being active. And, at the other end of the spectrum, it is about the individual, the person, and the autonomous drive to take the initiative. As if it were an internal motivation. In the North-East, however, this is not the case everywhere, and certain distinctive features can be observed. It is the Venetians (35.7 per cent), more than any other group, who identify as ‘workers’, alongside ‘individuality’ (35.2 per cent).
People from Trentino and South Tyrol, on the other hand, highlight the family-oriented aspect (27.3 per cent) as the predominant characteristic. In Friuli-Venezia Giulia (28.4 per cent) and Trentino-Alto Adige (24.0 per cent), the sense of ‘civic duty’ is higher than in Veneto (2.2 per cent). Among those in the north-east, the focus on the individual, centred on the personal and family sphere and specific interests, prevails. It is as though we struggle to look beyond our immediate horizons. We are unable to identify a broader vision or what we might call a ‘common good’ that extends beyond our own lived worlds. These findings tend to confirm the stereotype that characterises the image of people from the North-East and, paradoxically, clash with the outpourings of solidarity that we, on the other hand, observe on a daily basis. These do exist, are widespread and widely embraced, and are the result of fundamental social capital and values. The issue is that such gestures do not (yet) form part of shared and systematic initiatives, because they are based on individual initiative, on small communities organised locally or within the voluntary sector.
Ultimately, it is the result of a ‘do-it-yourself’ approach, of micro-projects that are set up – whilst awaiting a broader plan, which, deep down, people do not believe will ever materialise in the short term – to tackle the problems that arise from time to time. However, there is a second element that stands out clearly: the diversity of perception at a regional level. Venetian identity centres in particular on the two aspects of ‘labour’ and ‘subjectivity’, to which is added an exclusive focus on ‘family interests’. It is not merely the traditional ‘doing things for oneself’, but rather ‘doing things for one’s own sake’ seems to prevail – the absence of a broader vision.
In Trentino-Alto Adige, but also in Friuli-Venezia Giulia, the centre of gravity is shifting. In these regions too, the micro-level aspects of the ‘individual’ and the ‘family’ sphere stand out, but are tempered by a strong ‘sense of civic duty’ that enables the sharing of common values: a sort of ‘community-based familism’. When we aggregate the characteristics assigned according to their importance, we can see that a ‘neutral’ view of one’s fellow citizens prevails, where positive aspects are balanced out by more negative ones: just under half (48.0%) reflect this view, particularly amongst residents of Trentino and South Tyrol (56.5%). Next come the ‘negative’ views, which attribute only unfavourable aspects (31.9 per cent), particularly among residents of Friuli-Venezia Giulia (35.9 per cent) and Veneto (34.8 per cent). Those who see only positive traits (20.1%) are in the minority, particularly amongst those living in Friuli-Venezia Giulia (30.8%).
The North-East, therefore, faces a paradox. It is not represented as a unified whole within itself. Yet, on average, it possesses distinctive features that both unite it and set it apart from the rest of Italy. Cultural divisions cannot be eliminated at the stroke of a pen, but require time. Above all, they require planning and policies that are consistent and have a long-term vision – underpinned by shared ideas and values that highlight – without fear – the region’s diversity and distinctive characteristics. Global competition is played out through smart regional systems, not through individual local entities. And a (large) region that ceases to see itself as a system does not serve the interests of individuals or families.
Daniele Marini
Finegil newspapers, 3 July 2016
Messaggero Veneto, 3 July 2016
Methodological note
Community Media Research carried out the survey, which took place nationwide from 22 March to 4 April 2016 amongst a representative sample of the resident population in Italy aged over 18. The methodological aspects and data collection were handled by the company Quantitas. There were a total of 1,997 respondents (out of 13,287 contacts). The data analysis was re-weighted on the basis of gender, region, age group, employment status and educational qualification. The margin of error is +/-2.2%. The survey was conducted via a visual survey on the main social networks and using a random sample reached via CAWI and CATI systems. Full report available at www.agcom.it e www.communitymediaresearch.it.
