Popular Italian cinema, the media, and the economic miracle: rethinking commedia all’italiana.

This article seeks to reposition the popular cinematic genre commedia all’italiana within the context of the rapid expansion of the media industries which accompanied Italy's postwar economic miracle. The article looks at three distinct aspects of the relationship between commedia all’italiana and other media. First, it outlines the important role played by the media during the boom in disseminating images of consumer lifestyles, and highlights the way in which commedia all’italiana participated in this process. Second, through a discussion of media appearances by Vittorio Gassman and Nino Manfredi, the article emphasises the extent to which their commedia all’italiana star personas were constructed and circulated in a multimedia context. Finally, it examines how the genre represented other media, focusing in particular on the representation of gender in advertising scenes. Through close readings of commedia all’italiana advertising scenes, the article notes points of continuity with and difference from advertising imagery that was circulating at the time. The article argues that in order to further our understanding of commedia all’italiana and its relationship to Italian society, it is essential to understand the genre's relationship to other media production of the period, which both influenced the comedies’ representations and was influenced by them in turn. [ABSTRACT FROM PUBLISHER]