ABSTRACT
This chapter aims at exploring the narrative of so-called vitapolitics put forward by the Italian Ministry of Health in one of its latest initiatives (the “Fertility Day” campaign launched in mid-2016) and the counternarrative voiced by the Italian public through the official Twitter hashtag of the campaign itself (#FertilityDay). While the government attempted to legitimize its vision through moral arguments and theoretical rationalization of its objectives, the tweeted counternarrative explicitly used irony and sarcasm to delegitimizing the authority of the government and that of its members, and to mark the initiative as absurd or morally corrupt.
