Keywords
threat
election ad
parliamentary campaign
framing
How to Cite
Abstract
The aim of this article is to analyze the narration of threats and struggles against crises in parliamentary election campaign ads in the parliamentary elections in Poland in 2023 in the context of narration based on crisis issues affecting both Poland and the whole world in recent years. The research method used was content analysis enriched with frame analysis. The research aimed to answer the following research questions: Were political parties eager to exploit the issue of the migration crisis during the election campaign? How were the government’s actions to overcome crises presented? What was the individual parties perception of the greatest threats to Poland and its citizens? What narrative was used in the context of the migration crisis? The conducted analysis of electoral ads showed that security issues did not constitute dominant themes during the electoral campaign in 2023. The most prevalent threat depicted in the ads was the migration crisis – both in ads of the ruling party and opposition parties. The campaign style primarily used negative campaigning, pointing out the government’s mistakes (the visa scandal), as well as the opposition’s excessive deference regarding the issue of accepting refugees with the use of frames of conflict and enemy.
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