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På spaning efter den ideologi som flytt: En bildanalys med semiotisk utgångspunkt på valaffischer
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
In search of lost ideology : An image analysis on election posters from a semiotic perspective (English)
Abstract [sv]

Ämne: Valaffischer som en del av politisk kommunikation och teorin kring ideologins död.

Syfte: Syftet är att fastslå graden av politisk ideologi och/eller överideologi som är närvarande i riksdagspartiernas valaffischer inför riksdagsvalet 2014.

Teori: Utifrån semiotik och retorisk analysera valaffischer med teorin om ideologiernas död som utgångsperspektiv.

Metod: Kvalitativ innehållsanalys med semiotisk utgångspunkt i text och bild av valaffischer.

Resultat: Studien visar att politisk ideologi är närvarande i alla respektive åtta valaffischer, ändock i varierande grad. I många fall visar de verbala och visuella elementen på flera olika, ibland motsägelsefulla, ideologier även om en dominerande kan fastställas. Valaffischerna är till sin karaktär slagkraftiga och enbart tendenser av teorin om ideologins död har förekommit. Många ideologiska element platsar inte in i kriterierna för någon av de tre klassiska ideologierna, vilket möjligen kan innebära att nya ideologier uppstått med andra grundvärderingar och förslag till konkret handlande.

Överlag går det att utröna politiska ideologier hos valaffischerna. I de flest fallen har ideologierna varit av traditionell karaktär, eller i en ny kombination av dem. Trots att överideologiska tendenser framkommit har dessa varit i mindre grad.

Abstract [en]

Subject: Election posters as part of political communication and the theory of the death of ideology.

Purpose: The purpose is to determine the degree of political ideology and/or signs of the death of ideologies, which are to be found in the parliamentary parties’ election posters for the general elections in 2014.

Theory: Based on the theory of the death of ideology, the election posters will be analyzed in a perspective rooted in semiotics and the rhetorical argumentations model.

Method: Qualitative content analysis based in semiotic, analyzing the verbal and visual elements of election posters.

Results: The study reveals that political ideology is present in all of the analyzed election posters, although to a varied degree. In many cases the verbal and visual elements in various, sometimes contradictory, ideologies although a dominant one can be determined. Election posters are by nature powerful and show only tendencies of the theory of the death of ideology.

Many ideological elements do not match the criteria for any of the three classical ideologies. This could possibly mean that new ideologies have arisen with other values and proposals for concrete actions. Furthermore, the result in the analysis of the visual elements around and on the party leader can have different functions. They reinforce firstly the textual messages and secondly build support for it through visual features that signal safety and security.

Place, publisher, year, edition, pages
2016. , 73 p.
Keyword [en]
visual communication, political communication, election poster, parliamentary election 2014, image analysis, semiotics, rhetoric, the death of ideology, ideology, politics
Keyword [sv]
visuell kommunikation, politisk kommunikation, valaffisch, riksdagsval 2014, bildanalys, semiotik, retorik, ideologiernas död, ideologi, politik
National Category
Communication Studies Media Studies
Identifiers
URN: urn:nbn:se:hj:diva-29347ISRN: JU-HLK-MKA-1-20160013OAI: oai:DiVA.org:hj-29347DiVA: diva2:902360
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2016-02-11 Created: 2016-02-11 Last updated: 2016-02-11Bibliographically approved

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