The complex historical-cultural setting in Italy where the Sutter-Bozano case took place.

Are you interested in deepening the social context around the events you learn from newspapers?

Sometimes it’s important to carry out research into time and place to better understand the reasons behind some facts.

You need to know the exact places and the atmosphere at the time of the events.

The environment around us and the air we breathe affect our lives.

Some lifestyle choices are the result of the social conditions in the background of our daily lives.

The Italian ‘70s were the centre of a radical change in which new generations played a decisive role.

Young people have stripped themselves of the conventions of the past.

They began a phase of cultural rebellion that poured into every social sphere.

Rules were broken.

People were looking for a new freedom, made of lightness and well-being.

Why did they need to escape from reality? 

 

The social revolution

The student fights of 1968 began a period of battles that lasted throughout the following decade.

New generations wanted to mark a turning point with the past.

Workers, students, intellectuals and minority ethnic groups contested the dominant power apparatus and their ideologies.

The foundations are laid for a civil growth that embraced various areas, from the end of state authoritarianism to overcoming the marginalization of women in different social sectors.

The desire for change involved the whole Europe.

The terrorist organizations that were born in Italy during these years had the goal of dividing the country by creating confusion.

The Civil War was about to begin.

The 1970s are also remembered for the numerous terrorist attacks that struck Italy in various places and for various reasons.

Like the explosion of eight bombs, the night between 21 and 22 October 1972, on the tracks of trains that were transporting workers and citizens from all over Italy to a demonstration against the neo-fascists.

The so-called Anni di Piombo began, when a predisposition to civil terrorism took hold with greater insistence.

The number of attacks increased. Among these we remember the massacre at Bologna station in 1980.

We are facing an increasingly afraid Italy.

 

The role of women in society

One of the positive aspects of civil battles was the birth of the Movimento femminista.

The intention of this social movement was to claim gender equality.

A concept was the centre of attention as simple as it was tedious for the time: women’s freedom.

Freedom to be able to live without being subject to restrictions and prejudices.

The 1970s marked a turning point: divorce and abortion law were introduced.

On the one hand this decade is considered as the pioneer of important social changes, on the other hand it has caused irreparable damage to the emotional balance of Italians.

The Civil War had a negative impact on another social aspect: youth unemployment.

New generations of young people were accustomed to the comfortable lives that their parents helped to encourage.

 

Technologies, new media, introduction of Marketing strategies: towards innovations in communication

The doors opened to important news.

New TV stations were introduced in Italy.

Radios were also witnessing a similar change. The year 1976 saw the liberalization of frequencies.

Marketing was introduced, an innovative discipline applied to business and product communication.

Companies worked on the brand image.

Through a communication plan integrated with the best sales strategies, the advertising of the product was increased.

The media played an important role in communicating and promoting the product to the public.

Who didn’t know Carosello?

Short stories of few minutes that in twenty years have entertained young and old Italians.

 

The lifestyle in a context with good social expectations

Despite political battles, social transgressions and an overwhelming sense of freedom, a fresh and confident climate for the future was being renewed.

Expectations were high.

Even fashion has adapted its style to this unusual condition.

The look was made eccentric by tints, prints, flowers and geometric designs.

Trousers were worn high-waisted and with bell-bottoms.

People were looking for a job. They moved from small villages to big towns in searching for a better outlook on life.

These were the years of the reassessment of corporate training.

“Human resources” needed to be motivated and encouraged to do their best in the workplace.

New incentives, new frontiers, new achievements.

The story I’m telling you is set in a panorama put to the test by clashes and political struggles.

Lorenzo Bozano is son of his time: a young man among many others who attends the battles for change.

He lives on his skin what it means to be a young man during the years of the civil revolution.

Milena Sutter, on the other hand, is the daughter of a wealthy entrepreneur who in those years experienced how profitable the advertising of his products in the television media was.

Different experiences, different lives, destined to intertwine one afternoon in May.

The knot that binds them still resists today after 50 years.

Breaking with the past has been perceived as a social need for various reasons.

A different and better future revolutionizes the stormy souls of those years.

Only those people who have experienced these years can explain to us how scary it was to live in a turbulent present and how much more terrorized the prospect of an uncertain tomorrow.