Silvio Berlusconi and the myth of the creative entrepreneur

Berlusconi became a high‐profile entrepreneur in the course of the 1980s, founding his empire on construction, television and department stores. His transformation of AC Milan into a powerful force in football and popular culture set the scene for his entry into politics in 1994. Berlusconi presented himself as an outsider and a possible saviour of the nation in crisis. With his appealing image and constant repetition of his personal success story, he conveyed to the electorate a reassuring message of future prosperity. However, he lacked the visionary energy of the true charismatic leader. Instead he was a corporate politician who filled the personality vacuum left by the removal of the old élite.