Suchergebnisse

This study investigates the role of advertising and visual rhetoric in political persuasion. Analysis of Finnish dairy product video advertisements from 2010–2016 focuses on those that exploit time as the main reference framework. A better understanding of how advertising is used as a tool of political persuasion is sought by exploring the following questions: How are advertisements used in political communication? How is time used as a means of persuasion in advertising? What role do visual rhetoric and social representations have in the process of persuasion? The analysis shows how advertisements objectify work as a tradition and anchor it as a Finnish value. The results show how advertisements employ enthymeme as a major rhetorical tool to assert that the tradition of Finnish employment is under threat but the consumption of Finnish dairy products and favouring a pro-agrarian policy would ensure that the tradition is transmitted to new generations. The contributions of the study are twofold: First, the combination of social representations theory and classic rhetoric provides a theoretical and analytical perspective for the analysis of visual rhetoric in political persuasion. Secondly, by exploring the advertisements as political communication, the study shows how commercials are used to advocate ideological and political projects, such as certain kind of agricultural policy – an angle largely overlooked in the previous research of social and political psychology. ; Peer reviewed

In this article, the authors present new results and discuss Finnish living historical memory in the 2010s. The data was collected as part of an international online survey in 2018–2019. The authors analyze the responses of 303 Finns who were asked to list three of the most influential events in Finnish history that had occurred in their lifetime or in the lifetime of someone they knew or had known. Cluster analysis is used to gain insight into the heterogeneous set of events that the respondents recalled. Finnish membership of the European Union (1995), recent global upheavals (e.g., 9/11), and historically more distant wars (1939–1944) characterize living historical memory. Five clusters—internationalizing nation, threatened nation, surviving nation, in favor of the European Union, and against the European Union—were discovered. Standpoints with regard to the European Union divide the respondent group. Political party preference and the level of identification with the world as a whole are related to cluster membership. Despite the differences in the level of identification and political orientation, the study shows a relatively homogeneous way of remembering events of the last century. ; Peer reviewed