5. Non è la Rai, or: On the Becoming-Girl of Late Capitalism

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by Elisa Cuter

This paper focuses on Non è la Rai, a TV show aired on Silvio Berlusconi’s broadcasting channels between 1991 and 1994. Through the analysis of the program a connection emerges between three macro-phenomena: postmodern aesthetics; Berlusconism (as a specific and national embodiment of larger concepts like capitalism and neoliberalism) and the fundamental role of “girlhood” in the first two. In particular, it proves that the neoliberal strategy could not have been effective without an unprecedented increase in the importance of the symbolic category of girlhood in Italian society, both in terms of an exploitation of the category of “girl” in cultural and entertainment production, and of an increasing “girlification” of the cultural and social landscape.