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The Eighties, and in particular Gianni Statera’s studies, lead to in depth considerations on the relationship between communication, politics and citizens-spectators in an image-based society. Setting the development of political personality and leadership processes in a historical perspective allows us to address the role of television in the wider context of media’s influence on the public. Furthermore, communicative activism of leaders of the political and institutional scene can be seen as an element in need of a not common ability in image self-management to achieve positive effects. Following Statera’s considerations, the most recent events involving Silvio Berlusconi also find an interesting key of interpretation.