The growing importance of the right-wing political parties in the central and eastern European countries in the 21th century shows, that our present is determined by the atmosphere but also by the fear of rising nationalism. The paper would like to help to understand the strategies and techniques of the political campaigns, which lead to the surprising success of the right populistic parties and also to the rise of right-wing extremism in Europe. The main focus of the study lies especially on the analysis of the visual political campaigns – such as election posters, billboards and other visual display campaigns – used by the main right-wing political parties in Austria, Germany and Switzerland. The comparative study discovers, how some specific cultural symbols and words have been used, displayed and misinterpreted with the goal to manipulate the recipients and potential voters. Analyzed should be the visual and verbal representation used in the political marketing by the right-wing parties, the interaction between picture and text in the advertising materials and also the similarities and differences between the latest campaigns in the German speaking countries. The research and the understanding of the process of political manipulation seem to be important and essential for reclaiming our political future and setting us free from negative nationalism and far-right extremism.
Jan Demcisak, University of Ss. Cyril and Methodius, Slovakia
Simona Frastikova, University of Ss. Cyril and Methodius, Slovakia
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