Claudio Giunta’s new book, Essere #Matteo Renzi (Il Mulino, 2015) is the most recent of a long list of scholarly books about the young Italian Prime Minister–after the earlier pamphlets which were lighter and generally celebratory in tone–which fill the shelves of Italian bookshops and contribute to what could almost be called a new genre. The title of this book hints at the main issue, which each of the eleven chapters deals with to different degrees of depth and explicitness. The title, in fact, paraphrases Negroponte’s Being Digital (Knopf, 1995), a bible for Internet researchers, while parroting ‘Being John Malkovich’, a film which critiques the idea that ordinary people can wrap themselves in a cloak of fame. Giunta analyzes two essential ontological aspects of the Renzi phenomenon. The first is the idea that “things” and “facts” become increasingly evanescent, or evaporate altogether, under the spell of Renzi’s communicative skills  (like Negroponte’s atoms transformed into bytes). The second  is the plastic nature of the political leader’s identity, its ability to mold itself to the identities demanded by those whom some have called the ‘look at me generation’.   The...