Sommario
Nel mese di agosto l’arena digitale di X ha raccontato una politica europea frammentata e ad alta temperatura emotiva. Il campione osservato copre 1.007.408 contenuti che hanno generato 28.527.085 like, 5.995.995 retweet, 383.128 citazioni e 3.276.611 reply. La fotografia è stata costruita sull’attività dei profili istituzionali di Pedro Sánchez, Keir Starmer, Giorgia Meloni, Donald Tusk, Viktor Orbán, Friedrich Merz, Volodymyr Zelenskyy ed Emmanuel Macron, con l’estrazione effettuata da Antares e la lettura del sentiment affidata ad Aldebaran. Il risultato è un quadro in cui gradimento, viralità e dibattito mostrano pesi diversi a seconda di temi, lingue e reti di interazione, con un ruolo decisivo degli “amplificatori” esterni che agganciano l’attenzione, la spostano e spesso la radicalizzano.
L’analisi dei profili
L’attività nativa dei profili — ovvero i post pubblicati direttamente dagli account dei leader — si concentra in 286 tweet complessivi, capaci da soli di sommare 2.220.739 like, 391.044 retweet, 45.716 citazioni e 486.855 reply. È un sottoinsieme molto più piccolo rispetto all’intero ecosistema, e proprio per questo utile a distinguere ciò che i leader mettono in agenda da ciò che l’ecosistema rimodella e amplifica.
Chi guida per gradimento, viralità e dibattito
Sull’asse del gradimento — misurato dai like — il baricentro si sposta chiaramente verso la crisi ucraina. Volodymyr Zelenskyy concentra il 22,6% di tutti i like generati dai post dei leader, con Emmanuel Macron a 21,8% e Donald Tusk a 16,9%. Giorgia Meloni pesa per il 14,6%, mentre Pedro Sánchez si ferma all’8,8%. In coda Viktor Orbán al 7,2%, Friedrich Merz al 5,9%. Il segnale è netto: quando il messaggio si intreccia con diplomazia di alto profilo o con momenti simbolici del conflitto, l’attenzione si addensa e premia.
La viralità si legge nei retweet e, in parte, nelle citazioni. Anche qui Zelenskyy primeggia per retweet assoluti (99.174), ma il primato per citazioni va a Macron (13.037), il che indica un contenuto che innesca riframing, discussione e commento pubblico. Sul fronte del dibattito — le reply — Macron fa registrare il volume più alto (129.006), seguito da Tusk (90.660) e Merz (80.552). Il tratto comune di questi tre profili è la combinazione di messaggi controversi o divisivi e contesti nazionali già polarizzati, capaci di generare thread densi e, spesso, conflittuali.
| Premier | Tweet | Like | Condivisioni | Citazioni | Commenti |
|---|---|---|---|---|---|
| Bundeskanzler Friedrich Merz | 69 | 131.393 | 19.037 | 4.737 | 80.552 |
| Emmanuel Macron | 62 | 484.517 | 79.024 | 13.037 | 129.006 |
| Keir Starmer | 54 | 374.174 | 47.822 | 26.810 | 344.683 |
| Donald Tusk | 41 | 374.230 | 63.437 | 6.396 | 90.660 |
| Volodymyr Zelenskyy / Володимир Зеленський | 36 | 501.108 | 99.174 | 6.466 | 41.487 |
| Pedro Sánchez | 35 | 196.499 | 45.629 | 7.261 | 71.087 |
| Giorgia Meloni | 28 | 325.133 | 41.948 | 3.993 | 45.539 |
| Orbán Viktor | 12 | 159.102 | 36.435 | 2.357 | 7.770 |
Un dato di efficienza merita rilievo: Keir Starmer, sviluppa in media oltre 6.900 like per post, mentre Orbán spicca per retweet medi per post, segno che la sua narrazione identitaria catalizza reti militanti molto attive. Zelenskyy resta vicino ai vertici su tutte le metriche: pochi contenuti, massima resa, soprattutto quando coincidono con momenti di negoziato.
I tweet più virali dei premier: diplomazia, guerra e “momenti simbolo”
Il 18 agosto rappresenta l’apice narrativo del mese. L’annuncio di Zelenskyy del suo arrivo a Washington, con l’impegno a una “pace rapida e duratura”, raggiunge 60.880 like e diventa la cornice emotiva dentro cui rilegge anche gli altri interventi tra cui però c’è il primato di Starmer per like con il suo supporto all’Ucraina del 14 agosto. Nello stesso giorno Giorgia Meloni racconta il suo intervento al vertice della Casa Bianca superando 51.000 like; è il crinale in cui la politica estera si costruisce come narrazione domestica. Poco prima, il 14 agosto, Viktor Orbán rilancia la dottrina della sovranità nazionale contro Bruxelles toccando 50.333 like. Emmanuel Macron, con un messaggio in hindi del 21 agosto sul coordinamento con Narendra Modi tra Ucraina, garanzie di sicurezza e partenariato strategico, supera 44.000 like, segnalando una capacità di parlare a pubblici extraeuropei senza perdere centralità europea.
| Date/Timestamp | Name | Text | Favorite Count |
|---|---|---|---|
| Aug 14, 2025 @ 15:08:22.000 | Keir Starmer | Our support for Ukraine is unwavering. | 64.931 |
| Aug 18, 2025 @ 04:40:40.000 | Volodymyr Zelenskyy / Володимир Зеленський | I have already arrived in Washington, tomorrow I am meeting with President Trump. Tomorrow we are also speaking with European leaders. I am grateful to @POTUS for the invitation. We all share a strong desire to end this war quickly and reliably. And peace must be lasting. Not like it was years ago, when Ukraine was forced to give up Crimea and part of our East—part of Donbas—and Putin simply used it as a springboard for a new attack. Or when Ukraine was given so called “security guarantees” in 1994, but they didn’t work. Of course, Crimea should not have been given up then, just as Ukrainians did not give up Kyiv, Odesa, or Kharkiv after 2022. Ukrainians are fighting for their land, for their independence. Now, our soldiers have successes in Donetsk and Sumy regions. I am confident that we will defend Ukraine, effectively guarantee security, and that our people will always be grateful to President Trump, everyone in America, and every partner and ally for their support and invaluable assistance. Russia must end this war, which it itself started. And I hope that our joint strength with America, with our European friends, will force Russia into a real peace. Thank you! | 60.880 |
| Aug 18, 2025 @ 22:39:45.000 | Giorgia Meloni | Il mio intervento nel corso del Vertice alla Casa Bianca. | 51.033 |
| Aug 14, 2025 @ 12:00:13.000 | Orbán Viktor | The EU was built to serve sovereign nations, not to rule them. Brussels holds no leash on Hungary. We take no orders from unelected bureaucrats and answer only to our people. It’s time to set the record straight. ???????? | 50.333 |
| Aug 21, 2025 @ 16:21:09.000 | Emmanuel Macron | मैंने अभी-अभी प्रधानमंत्री श्री @NarendraModi जी से बातचीत की। हमने यूक्रेन युद्ध पर अपनी स्थितियों का समन्वय किया ताकि एक न्यायपूर्ण और स्थायी शांति की ओर बढ़ सकें, यूक्रेन के लिए ठोस सुरक्षा गारंटि और यूरोप की सुरक्षा के साथ। व्यापार संबंधी मुद्दों पर, हमने अपने वाणिज्यिक संबंधों को बढ़ावा देने और सभी क्षेत्रों में अपनी सामरिक साझेदारी को और मजबूत करने पर सहमति व्यक्त की। यही हमारी संप्रभुता और स्वतंत्रता की कुंजी है। फरवरी में पेरिस में आयोजित आर्टिफिशियल इंटेलिजेंस एक्शन समिट की निरंतरता में, हम 2026 में नई दिल्ली में होने वाले एआई इम्पैक्ट समिट की सफलता के लिए कार्य कर रहे हैं। एक अधिक प्रभावी बहुपक्षवाद के लिए, हमने 2026 में जी7 की फ्रांसीसी अध्यक्षता और ब्रिक्स की भारतीय अध्यक्षता को ध्यान में रखते हुए निकट समन्वय करने पर सहमति व्यक्त की है। | 44.554 |
| Aug 15, 2025 @ 09:06:29.000 | Giorgia Meloni | Un augurio di buon Ferragosto a tutti voi. | 43.931 |
| Aug 15, 2025 @ 10:24:31.000 | Emmanuel Macron | Warm congratulations to the people of India on your 79th Independence Day! I fondly recall welcoming my friend @narendramodi to France in February, and look forward to deepening our strategic partnership towards 2047 and beyond. | 42.626 |
| Aug 20, 2025 @ 10:18:34.000 | Donald Tusk | Budapest? Not everyone may remember this, but in 1994 Ukraine already got assurances of territorial integrity from the US, Russia and the UK. In Budapest. Maybe I’m superstitious, but this time I would try to find another place. | 42.588 |
| Aug 16, 2025 @ 09:26:57.000 | Volodymyr Zelenskyy / Володимир Зеленський | We had a long and substantive conversation with @POTUS. We started with one-on-one talks before inviting European leaders to join us. This call lasted for more than an hour and a half, including about an hour of our bilateral conversation with President Trump. Ukraine reaffirms its readiness to work with maximum effort to achieve peace. President Trump informed about his meeting with the Russian leader and the main points of their discussion. It is important that America’s strength has an impact on the development of the situation. We support President Trump’s proposal for a trilateral meeting between Ukraine, the USA, and Russia. Ukraine emphasizes that key issues can be discussed at the level of leaders, and a trilateral format is suitable for this. On Monday, I will meet with President Trump in Washington, D.C., to discuss all of the details regarding ending the killing and the war. I am grateful for the invitation. It is important that Europeans are involved at every stage to ensure reliable security guarantees together with America. We also discussed positive signals from the American side regarding participation in guaranteeing Ukraine’s security. We continue to coordinate our positions with all partners. I thank everyone who is helping. | 42.559 |
| Aug 18, 2025 @ 12:24:56.000 | Volodymyr Zelenskyy / Володимир Зеленський | This was a demonstrative and cynical Russian strike. They are aware that a meeting is taking place today in Washington that will address the end of the war. We will have a discussion with President Trump about key issues. Along with Ukraine, the leaders of the United Kingdom, France, Germany, Italy, Finland, the European Union, and NATO will participate in the conversation. Everyone seeks dignified peace and true security. And at this very moment, the Russians are attacking Kharkiv, Zaporizhzhia, the Sumy region, and Odesa, destroying residential buildings and our civilian infrastructure. Russians are deliberately killing people, particularly children. As of now, seven people have been killed as a result of the drone strike in Kharkiv, the youngest being a girl who is only a year and a half old, and dozens have been injured, including children. In Zaporizhzhia, missile strikes injured 20 people and killed three. My condolences go out to all of the victims’ families and loved ones. There was also a deliberate Russian strike on an energy facility in Odesa owned by an Azerbaijani company, implying that it was an attack not only on us but also on our relations and energy security. The Russian war machine continues to destroy lives despite everything. Putin will commit demonstrative killings to maintain pressure on Ukraine and Europe, as well as to humiliate diplomatic efforts. That is precisely why we are seeking assistance to put an end to the killings. That is why reliable security guarantees are required. That is why Russia should not be rewarded for its participation in this war. The war must be ended. And it is Moscow that must hear the word: “Stop.” | 40.515 |
| Aug 18, 2025 @ 17:29:58.000 | Giorgia Meloni | Il mio punto stampa di poco fa a Washington. | 35.835 |
| Aug 9, 2025 @ 17:23:10.000 | Emmanuel Macron | I have just spoken again with President Zelensky, as well as with Chancellor Merz and Prime Minister Starmer. We remain determined to support Ukraine, working in a spirit of unity and building on the work undertaken within the framework of the Coalition of the Willing. Ukraine’s future cannot be decided without the Ukrainians, who have been fighting for their freedom and security for over three years now. Europeans will also necessarily be part of the solution, as their own security is at stake. I will continue to coordinate closely with President Zelensky and our European partners. | 34.105 |
| Aug 28, 2025 @ 11:24:20.000 | Emmanuel Macron | 629 missiles and drones in a single night over Ukraine: this is Russia’s idea of peace. Terror and barbarism. More than a dozen dead, including children. Residential areas and civilian infrastructures deliberately targeted. The offices of the European Union Delegation and the British Council damaged. France condemns these senseless and cruel attacks in the strongest possible terms. Full support to the Ukrainian people, and deepest compassion for all the grieving families. | 31.548 |
| Aug 21, 2025 @ 20:53:02.000 | Volodymyr Zelenskyy / Володимир Зеленський | In Mukachevo, the Russians practically burned down an American company producing electronics—home appliances, nothing military. The Russians knew exactly where they lobbed the missiles. We believe this was a deliberate attack against American property and investments in Ukraine. | 30.566 |
| Aug 1, 2025 @ 14:28:40.000 | Emmanuel Macron | Faced with an urgent humanitarian crisis, we just conducted a food airdrop over Gaza. I thank our Jordanian, Emirati, and German partners for their support, as well as our armed forces for their dedication. But airdrops are not enough. Israel must grant full humanitarian access to address the risk of famine. | 28.605 |
| Aug 18, 2025 @ 22:04:05.000 | Keir Starmer | Ukraine’s future matters to us all. | 26.547 |
| Aug 24, 2025 @ 09:59:48.000 | Keir Starmer | We stand with Ukraine today, and always. Slava Ukraini. | 25.594 |
| Aug 16, 2025 @ 22:21:32.000 | Volodymyr Zelenskyy / Володимир Зеленський | Thank you for the support! All the points mentioned are important to achieve a truly sustainable and reliable peace. We see that Russia rebuffs numerous calls for a ceasefire and has not yet determined when it will stop the killing. This complicates the situation. If they lack the will to carry out a simple order to stop the strikes, it may take a lot of effort to get Russia to have the will to implement far greater – peaceful coexistence with its neighbors for decades. But together we are working for peace and security. Stopping the killing is a key element of stopping the war. Today, coordination with partners has been ongoing throughout the day. Tomorrow, calls are also already scheduled. We are preparing for Monday’s meeting with President Trump, and I am grateful for the invitation. It is important that everyone agrees there needs to be a conversation at the level of leaders to clarify all the details and determine which steps are necessary and will work. We in Ukraine welcome the principled statement of the Nordic-Baltic partners and are grateful for their very significant assistance. The unity of all strengthens each one! | 25.509 |
| Aug 11, 2025 @ 20:44:41.000 | Volodymyr Zelenskyy / Володимир Зеленський | Today, there was a report from the intelligence and military command on what Putin is counting on and what he is actually preparing for, including military preparations. He is definitely not preparing for a ceasefire or an end to the war. Putin is determined only to present a meeting with America as his personal victory and then continue acting exactly as before, applying the same pressure on Ukraine as before. So far, there is no indication whatsoever that the Russians have received signals to prepare for a post-war situation. On the contrary, they are redeploying their troops and forces in ways that suggest preparations for new offensive operations. If someone is preparing for peace, this is not what he does. We continue to keep our partners informed about the real situation on the battlefield, in diplomacy, and in Russia’s planning of further actions. | 24.515 |
| Aug 14, 2025 @ 12:45:37.000 | Keir Starmer | Great to see you, my friend @ZelenskyyUa. Britain will always stand with Ukraine. | 24.009 |
Accanto alle vette geopolitiche si affacciano i momenti identitari. Gli auguri di Ferragosto di Meloni vanno oltre 43.000 like, a testimonianza che la personalizzazione e il richiamo a riti shared-by-default restano una leva notevole di contatto. Donald Tusk, con l’ironica evocazione del Memorandum di Budapest il 20 agosto, si assesta sui 42.588 like; è un esempio di come la memoria dei fallimenti di garanzia diventi materiale politico vivo in tempo di guerra. Nelle ore successive Zelenskyy alterna denuncia degli attacchi russi e ringraziamenti al sostegno occidentale, mantenendo la propria timeline come un diario di bordo del conflitto. Questa scaletta di picchi mostra che la viralità dei leader non è soltanto funzione del ruolo, ma dell’intonazione con cui si abita l’evento: lessico di pace “credibile”, cornici sovraniste, linguaggi locali per platee globali, rituali domestici che addolciscono l’agenda estera. In controluce, la politica digitale si comporta come teatro di prossimità anche quando parla di guerra.
Interazioni esterne: quando gli “amplificatori” decidono l’onda
La seconda metà del grafico — quella che di solito resta fuori dalla metrica nativa — è la galassia degli account esterni che innestano, rilanciano, spostano la conversazione. In agosto il primo “amplificatore” per like è Inevitable West con 414.976 like totali; la sua narrazione intercetta e moltiplica la sfiducia verso Keir Starmer a colpi di petizioni e frame “da resa dei conti”. Subito dietro Basil the Great (310.996), seguito da Julian Reichelt, Eric Daugherty, Tommy Robinson, Lee Harris e RadioGenoa; compaiono figure legate alla destra anglosfera, media-activist continentali e nodi italiani capaci di trasformare micro-eventi in oggetti virali.
| Data/Ora | Nome | Testo | Mi piace | Valutazione |
|---|---|---|---|---|
| Aug 7, 2025 @ 13:27:13.000 | Inevitable West | ????BREAKING: 220k British citizens have signed a petition calling for an immediate General Election in just 24 hours Keir Starmer is finished. |
133.137 | Negativo |
| Aug 5, 2025 @ 20:00:12.000 | Sarah For Trump???????????????????? | A Pakistani imam in Italy preached that muslims must fight infidels or suffer ‘catastrophic consequences.’ The next day, PM Giorgia Meloni called for his deportation , despite him living in Italy for 30years. Do you support her decision? |
116.476 | Positivo |
| Aug 18, 2025 @ 22:00:20.000 | Eric Daugherty | ???? OMG…the Prime Minister of Italy Giorgia Meloni's reaction is *PRICELESS* as Germany Chancellor Merz is lecturing Trump that he needs to go to a ceasefire with Putin instead of a full peace deal. She just keeps rolling her eyes ???????? the plan was NOT to do a ceasefire. Trump pushed back. |
114.566 | Positivo |
| Aug 17, 2025 @ 10:26:02.000 | Basil the Great | ????UK GOVERNMENT TRIES TO SUE 4CHAN FOR BREACHING 'ONLINE SAFETY ACT' 4CHAN's response was priceless ???? Essentially it was "We're American, you have no control over us, go f*ck yourselves" Keir Starmer is pathetic Full response below ⬇️???? |
110.374 | Negativo |
| Aug 16, 2025 @ 21:13:36.000 | US Homeland Security News | ????Update: The White House has informed the Ukrainian delegation that Zelensky MUST wear a suit or there will be no meeting! Bravo White House. It’s a formal meeting, and the presidency of the U.S. is an institution that demands the highest level of formality! | 110.211 | Positivo |
| Aug 18, 2025 @ 21:16:14.000 | Clandestine | I think this moment was far more important than we realize. While Trump has NATO leaders and Zelensky in a photo op, he directs their attention to a painting from that day in Butler. And all the leaders look like they just saw a ghost. Does Trump know who tried to kill him? |
99.569 | Positivo |
| Aug 24, 2025 @ 23:25:14.000 | Matt Kennard | This is a UK spy plane sent over Gaza by Keir Starmer on July 28 Pilot forgot to turn off transponder It spent 3 hours circling Khan Yunis, where most of fighting was happening Intel gathered was given to Israeli military in real-time UK has been a participant from beginning |
91.759 | Negativo |
| Aug 29, 2025 @ 09:41:08.000 | MAGA Voice | HOLY SH*T ???? Italys Prime Minister Giorgia Meloni exposed Macron for fully supporting the invasion in Europe by illegal Aliens THIS IS HOW IT SHOULD BE ❤️ |
84.122 | Positivo |
| Aug 9, 2025 @ 21:48:54.000 | Inevitable West | ????BREAKING: 530k Brits have now signed a petition calling for a General Election amid nationwide protests Keir Starmer won't recover from this. |
73.874 | Negativo |
| Aug 10, 2025 @ 20:38:21.000 | God Save Great Britain | ????BREAKING: The petition to call an immediate general election has reached 600k signatures in under 4 days. Keir Starmer must respond. |
73.525 | Negativo |
| Aug 30, 2025 @ 16:35:51.000 | Narendra Modi | Thank President Zelenskyy for his phone call today. We exchanged views on the ongoing conflict, its humanitarian aspect, and efforts to restore peace and stability. India extends full support to all efforts in this direction. @ZelenskyyUa |
72.355 | Positivo |
| Aug 14, 2025 @ 15:08:22.000 | Keir Starmer | Our support for Ukraine is unwavering. | 64.931 | Positivo |
| Aug 17, 2025 @ 14:19:13.000 | Roman Sheremeta ???????????????? | This is the right move. Zelensky won’t be flying to Trump alone — he’ll be joined by European Commission President Ursula von der Leyen and other top European leaders. His plane has already departed with a stop in Brussels. Media report that NATO Secretary General Rutte, French President Macron, UK Prime Minister Starmer, German Chancellor Merz, Italian Prime Minister Meloni, and Finnish President Stubb may also fly to Washington. More names could be added. A united front. Europe stands with Ukraine. |
62.633 | Positivo |
| Aug 18, 2025 @ 04:40:40.000 | Volodymyr Zelenskyy / Володимир Зеленський | I have already arrived in Washington, tomorrow I am meeting with President Trump. Tomorrow we are also speaking with European leaders. I am grateful to @POTUS for the invitation. We all share a strong desire to end this war quickly and reliably. And peace must be lasting. Not like it was years ago, when Ukraine was forced to give up Crimea and part of our East—part of Donbas—and Putin simply used it as a springboard for a new attack. Or when Ukraine was given so called “security guarantees” in 1994, but they didn't work. Of course, Crimea should not have been given up then, just as Ukrainians did not give up Kyiv, Odesa, or Kharkiv after 2022. Ukrainians are fighting for their land, for their independence. Now, our soldiers have successes in Donetsk and Sumy regions. I am confident that we will defend Ukraine, effectively guarantee security, and that our people will always be grateful to President Trump, everyone in America, and every partner and ally for their support and invaluable assistance. Russia must end this war, which it itself started. And I hope that our joint strength with America, with our European friends, will force Russia into a real peace. Thank you! | 60.880 | Positivo |
| Aug 28, 2025 @ 23:20:26.000 | Bernie | This is England. When a council demanded a banner on a bridge saying “beep if you think Starmer is a wanker” was removed People just covered more bridges with banners. In a sort of Spartacus way. “for every one who falls, a thousand will rise” Listen to the beeping ???? |
58.797 | Negativo |
| Aug 25, 2025 @ 10:47:02.000 | RadioGenoa | Salvini speaks clearly to Macron: "No Italian soldier will go to Ukraine. You put on your helmet, your vest, your rifle and you go. The French hate you." | 58.628 | Negativo |
| Aug 1, 2025 @ 21:40:00.000 | Tommy Robinson ???????? | Channel 4 news will be regretting this Israeli lady on to talk Starmer saying he'll recognize "Palestine". She drops so many truth bombs under 2mins. You just know they were desperately shouting "cut to ad"! In his ear ???? |
56.033 | Negativo |
| Aug 21, 2025 @ 15:00:37.000 | Narendra Modi | Had a very good conversation with my friend President Macron. Exchanged views on efforts for peaceful resolution of conflicts in Ukraine and in West Asia. Reaffirmed our commitment to further strengthen the India-France strategic partnership. @EmmanuelMacron |
54.970 | Positivo |
| Aug 18, 2025 @ 20:58:19.000 | Nick Sortor | ???? JUST IN: President Trump gives huge compliments to Italian Prime Minister Giorgia Meloni at the White House "[She] is a great leader and an inspiration over there!" "You are going to be there a long time!" Meloni's easily Trump and America's best friend in Europe ???????????????? |
54.659 | Positivo |
| Aug 19, 2025 @ 14:24:17.000 | Eric Daugherty | ???? HOLY CRAP! President Trump just revealed that during the negotiations, one of the leaders asked him to meet again on the war in "a month or two…" …"I said, 'A MONTH OR TWO? You're going to have another 40K people D*AD! You have to do it TONIGHT." "And I did. I called Putin, we're trying to work out a meeting with President Zelensky." The old way of doing things is OVER. |
54.654 | Positivo |
Le punte di engagement esterno confermano il meccanismo: il 7 agosto la spinta sulle elezioni anticipate nel Regno Unito supera i 133.000 like e segna l’architrave del racconto anti-Starmer per tutto il mese. Il 5 agosto un post pro–Meloni su una deportazione accende la platea “law & order”, mentre il 18 agosto un video “dietro le quinte” della dinamica Trump–Merz–Meloni trasforma il linguaggio del vertice in meme politico. Allo stesso modo l’asse India–Europa si irrobustisce con i post di Narendra Modi che valorizzano le chiamate con Macron e Zelenskyy, saldando la dimensione strategica con una fanbase digitale impressionante. È qui che il dato di partenza — 28,5 milioni di like totali sull’ecosistema — trova spiegazione: la quota prevalente del “peso attenzione” non si genera nei profili istituzionali, ma negli anelli di rimbalzo che circondano i leader, li sostengono o li contrastano, e soprattutto polarizzano.
Hashtag e frame: dove nasce il conflitto comunicativo
La nuvola degli hashtag “non ordinari” parla con chiarezza. #merz domina la classifica con 9.207 occorrenze e svela un ecosistema tedesco fortemente mobilitato su figure e dossier interni; nell’elenco compaiono termini come spahn, klingbeil, spahnrucktritt, deutschland, perfino merzkannnichtkanzler, che suonano come etichette di campagne coordinate e micro-narrative di delegittimazione. #meloni segue con 8.043 menzioni, dove convivono messaggi di sostegno e opposizione insieme a codici più italiani come #governomeloni, #fratelliditalia, #tajani e #inonda. L’asse Ucraina–Gaza resta uno dei fuochi globali: #ukraine (1.417), #gaza (1.258), #israel (1.043), con #freepalestine, #hamas e #poutine/putin a comporre il mosaico semantico di una conversazione conflittuale che ibrida politica estera e identità interna. Persino i codici francesi (#bayrou, #10septembre) affiorano a segnare l’agenda parigina.
Questi “termini insoliti” non sono semplici etichette, ma trigger: attivano comunità, fissano avversari, rendono memetiche le accuse. È in questa meccanica di marcatura che si capisce perché alcuni leader — Merz e Tusk in particolare — raccolgano volumi di reply tanto alti: più un’etichetta si fa “totem”, più il thread si addensa, più la struttura del conflitto si consolida.
Il sentiment: percentuali, lingue e polarizzazione
Il tratto più solido del mese è l’asimmetria negativa. In media, per i profili osservati, il sentiment negativo mantiene la maggioranza netta, con variazioni di lingua che spiegano differenze apparentemente controintuitive. Per Giorgia Meloni la distribuzione è 26,9% positivo, 7,0% neutro, 66,1% negativo; Emmanuel Macron si attesta al 24,3% positivo, 6,2% neutro, 69,5% negativo; Friedrich Merz ha 28,2% positivo, 5,1% neutro, 66,7% negativo; Pedro Sánchez tocca uno dei picchi di negatività con 17,1% positivo, 3,2% neutro, 79,7% negativo. Viktor Orbán viaggia su 26,9% positivo, 2,4% neutro, 70,7% negativo; Volodymyr Zelenskyy su 26,6% positivo, 2,2% neutro, 71,2% negativo; Donald Tusk registra 20,6% positivo, 3,5% neutro, 75,9% negativo; Keir Starmer rimane su 25,0% positivo, 4,2% neutro, 70,7% negativo. L’elemento comune è l’overhang negativo, più marcato laddove la conversazione si incrocia con temi divisivi e comunità molto “organizzate”.
La dimensione linguistica aggiunge profondità. In spagnolo il sentiment negativo raggiunge il 76,4% (positivo 19,3%, neutro 4,3%), in polacco il 73,3% (positivo 21,5%, neutro 5,2%), in inglese il 68,9% (positivo 24,6%, neutro 6,5%), in francese il 68,4% (positivo 23,3%, neutro 8,3%), in italiano il 65,1% (positivo 26,4%, neutro 8,5%) e in tedesco il 63,4% (positivo 29,2%, neutro 7,5%). Spicca il svedese come lingua più equilibrata, con negativo e positivo quasi a specchio (circa 44% contro 42%), indizio che in alcune aree culturali il dibattito sull’Europa resta competitivo ma meno “tossico”. Il messaggio operativo è limpido: la localizzazione del racconto e la ridondanza di fonti primarie sono leve per ridurre l’attrito e aumentare la durata dei segnali narrativi.
Cosa ci dicono i numeri: Analisi dell’autore
La prima riguarda la centralità del conflitto ucraino come moltiplicatore di attenzione. I picchi di agosto si agganciano a viaggi, telefonate, condanne e promesse di “pace duratura”: il linguaggio del processo negoziale unifica pubblici diversi e sostiene la resa per post di Zelenskyy, Macron e, in parte, Meloni. La seconda chiave è la densità degli amplificatori. La sproporzione tra i 2,22 milioni di like dei post nativi e i 28,5 milioni dell’ecosistema segnala che la maggioranza dell’attenzione si produce nei cerchi concentrici attorno ai leader. Qui le figure anti-establishment e i media-activist fungono da hub che fanno crescere polarizzazione e reach, spostando il baricentro del discorso su frame più netti, più facili da “parteggiare”. La terza riguarda la meccanica dei contenuti. I post che meglio performano uniscono chiarezza di obiettivo (pace, sicurezza, sovranità) a codici di familiarità (lingue locali, rituali nazionali, toni personali). Quando questa alchimia riesce, il messaggio buca anche in lingue tradizionalmente ostili; quando manca, l’onda si infrange e lascia solo reply conflittuali. In questo agosto digitale la leadership non si misura soltanto a colpi di volumi, ma nella capacità di modellare il contesto. Zelenskyy ha interpretato al meglio il registro della diplomazia drammatica, Macron ha catalizzato citazioni e thread nei passaggi più divisivi, Meloni ha alternato simboli domestici e postura internazionale con efficacia, Tusk ha sfruttato memorie storiche per rendere attuali i fallimenti di garanzia, mentre gli “amplificatori” hanno trasformato il tutto in narrazione binaria. La lezione, tutta operativa, è che la prossima battaglia comunicativa non si vincerà con più post, ma con meno rumore e più messa a fuoco: linguaggi locali per ambizioni globali, messaggi semplici per obiettivi complessi, e una gestione attiva degli anelli esterni, vero punto di caduta della reputazione in tempo reale.
