The disrupting agent (Pt. XXVI)
How to orient a self-organised network in which members are granted with autonomy and’ horizontal’ leadership? How is it possible to control a self-regulated system without a top-down structure that dictates a program and guidelines to the bottom part? Casaleggio’s solution is a ‘disrupting agent’, namely Beppe Grillo. Grillo is an authoritative figure who provides the 5SM members with perturbations: these are discreet but significant disturbances, whose real goal is to prevent members to have political positions that are different from the 5SM’s orthodox message. Grillo was given the following tasks by Casaleggio: orient voters, disorient internal dissidents, absorb political differences and expel those unwilling to agree on the ‘disrupting agent’s opinions. In exchange, the former comedian can, practice and enhance his communicative power through his involvement in the multi-starred movement and network He is ‘sine die’, the showman on the stage of a theater, which he calls politics; this is what he is concerned with. His authoritarian influence on behaviours is indirect and hidden. Casaleggio, the manager of complexity, considers Grillo as an effective tool to communicate a robust brand identity to the user-voter. What matters is the marketing message, which is targeted on the end-user: it is pure commercial logic, pure B2C. Business-to-Consumer. It is faster and more convenient: it is the direct disintermediation of the market. (...)
Painting: Stelios Faitakis
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