Petrolio e Mezzogiorno. Lo sviluppo del Sud nel cinema industriale: il caso Eni (1960-1965)

The Eni (Ente nazionale idrocarburi), the oil and gas state ownes enterprise, founded by Enrico Mattei in 1953, has used many advertising communication’s strategies to diffuse its activities throughout the national territory and abroad. Among the many instruments that the company has used (billboards advertising on the road, magazines, newspapers, house organ “Il gatto selvatico”, television spots “Carosello”) there are also the documentaries that are seen in Italian cinemas. The author explores the representation that Eni gave the south of Italy in the years of the “miracolo economico” (economic miracle) with its industrial documentaries. Eni show himself as one of the key factors for economic and social development of southern Italy and resolve the “Questione meridionale”. The study of documentaries shows that while a country is moving towards modernity, still has problems of poverty and backwardness that even industrial progress can be solved, despite the company advertises itself as the motor of a new history for the Italy.