COVID-19 in Italy and issues in the communication of politics: bridging the knowledge-behaviour gap

Abstract

Our paper discusses the role of the institutional communication of politics during emergencies. We examine the impacts of that communication on the management of over-communication (excessive, confused and uncertain information and knowledge) and under-communication (deficiencies in information and knowledge) to reduce potential knowledge-behaviour gaps (KBGs) in the audience. By outlining some of the controversies and overloads within such communication in Italy during the COVID-19 emergency, we underline a situation of entropy that has increased the KGB among audiences at multiple levels. We also highlight the emergence of three patterns that could potentially mitigate the KGB and re-establish coherent and balanced communication to manage emergencies: time, power, and reactions based on relationships. We argue that communication should (1) respect synchronicity, (2) take into account the power of the audience and create a segmented form of knowledge and (3) be based on interaction, participation, and relational-based messages that will favour coherent reactions.