Address: noun (c): formal speech by the authorities to the people for matters of great importance.
The above entry may seem easily understandable in contemporary Greece, as our reality has become very familiar with the concept, but not long ago, say before 2010, there may have been people who did not know what a prime minister’s address is!
It was then that the infamous “Kastelorizo” address was given (April 23, 2010). Subsequently, the prime ministers who followed made use of the “tool” quite often, thus marking a turbulent decade with critical and difficult turning points for the country. During the current pandemic, the prime minister’s address became a constant in our news agenda with a weekly frequency for a while.
All this can be completely justified by the character of the “great importance”, but at the same time it also indicates a clear tendency to turn political communication towards the direct approach offered by addressing someone in the first person.
A few days ago, mayor Kostas Bakoyannis addressed the citizens of Athens in such a way, in the first person, to apologize for the unfortunate event with the fountain in Omonia square. By definition, this is not an address, but in terms of communication philosophy and strategy, this is exactly what it is. And the examples are not few.
The need for unmediated approach, the growing penetration of digital media into society and influences from abroad – especially from across the Atlantic – clearly demonstrate that this trend will be maintained and even magnified in the near future by bringing first person political communication to the center stage.
