Silvio Berlusconi represents an original phenomenon, or even a unique case, in that he is the only company manager from the world of media who twice rose to the office of Prime Minister in a major democracy. The coming to power of the manager of this large media firm is an answer to the crisis of political representation ; it ushers in a “neo-policy” in Latin Europe. Like any symbolical figure, Berlusconi’s image is ambivalent and cannot leave indifferent. If Berlusconi gives rise to so many reactions of support or rejection, that is because he places his whole public activity in the field of image, seduction and emotion rather than in the rational and traditional field of political representation. He knows how to organize public debate by dramatizing it around simplistic divides, such as for or against State, for or against taxes... Thus he promotes politics built on passions ans beliefs, as in a television fiction. For all that, the phenomenon does not fall into populism, nor even into “telepopulism”.