Słowa kluczowe
kampanie wyborcze
materiały kampanijne
wybory
Unia Europejska
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Abstrakt
Niniejsze badanie analizuje trzy podstawowe pytania mające na celu określenie jak, kiedy i przez kogo emocje są wykorzystywane w materiałach kampanijnych (propagandzie politycznej). W trakcie wyborów europejskich w 2019 roku przeprowadziliśmy analizę w trzech fazach. Po pierwsze, sprawdziliśmy wykorzystanie treści racjonalnych w zestawieniu z treściami odwołującymi się do emocji wyborców. Po drugie, obserwowaliśmy, które z tych emocji są ukierunkowane na stosowanie strategii negatywnych, a więc sprawdziliśmy, kto jest obiektem tego ataku. I wreszcie, określiliśmy, które rodziny partyjne w największym stopniu wykorzystują treści humorystyczne, ponieważ rozumiemy, że ten zasób jest częścią odwołania się do uczuć wyborcy i dlatego istotne jest, aby wiedzieć, czy istnieją różnice między grupami politycznymi. Uwzględniając tę strategię analityczną, struktura pracy rozpoczyna się od kontekstualizacji wyborów europejskich w 2019 roku, aby później skupić się na podkreśleniu znaczenia kampanii wyborczych jako okresu, w którym nasila się aktywność komunikacyjna. Po zdefiniowaniu i teoretycznym ograniczeniu znaczenia kampanii wyborczych, artykuł odnosi się do tego, w jaki sposób materiały kampanijne, w ogólnym kontekście propagandy politycznej, są jednym z najbardziej determinujących narzędzi. W tym sensie strategia analityczna dotycząca różnych materiałów kampanijnych wykorzystywanych przez partie polityczne koncentruje się wokół wykorzystania emocji. Dane pochodzące z Europejskiego Centrum Monitorowania Wyborów (EEMC) zostały wykorzystane nie tylko do kontekstualizacji teoretycznej, ale także w całym artykule.
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