ФЕНОМЕН ПАРТІЙНОГО ІНТЕРНЕТ-ЛІДЕРСТВА (НА ПРИКЛАДІ ЛІДЕРА ІТАЛІЙСЬКОЇ ПАРТІЇ «M5S» БЕППЕ ҐРІЛЛО)

In the article attention is drawn on the fact that despite the austerity measures in politics, populist motives are activated, charismatic personalities, who have to substitute the institutions they represent, are set to the forefront. Scepticism of many citizens regarding traditional parties, which are not identified with the real problems and interests of public, is determined in the article as prerequisite for success of populists in Italy. Attention is attracted to the fact that «Internet-populist» G. Grillo focused on the Internet as the main form of contact with the voters. Ways of communication, elected by the politicians, allowed reaching different electorate audiences, but success (at least at the elections), finally, depended on the skilled use of populist rhetoric, which matched expectations of the public.