RT info:eu-repo/semantics/article
T1 The use of emotions in 2019 European Elections campaign materials
A1 García Hípola, Giselle
A1 Antón Merino, Javier
A1 Pérez Castaños, Sergio
K1 Emotions
K1 Electoral Campaigns
K1 Campaigns Materials
K1 Elections
K1 European Union
K1 Política
K1 Political science
K1 Comunicación
K1 Communication
AB This research analyses three fundamental questions to determine how, when and by whom emotions are used in campaign materials (political propaganda). Focusing on the 2019 European elections we carry out a three-phase analysis. Firstly, we check the use of rational content against content that appeals to voters’ emotions. Secondly, we observe which of these emo tions are channelled towards the use of negative strategies and, therefore, identifying who is the object of this attack. And lastly, we determine which party families make the most use of humorous content since this resource is believed to be part of an appeal to voter’s feelings and, therefore, it is essential to know if there are differences between political groups. Considering this analytical strategy, the structure of the work begins with the contextualisation of the 2019 European elections to focus, later, on highlighting the importance of electoral campaigns as a given time when communicative activity intensifies. Once the importance of electoral campaigns has been defined the article analyses how campaign materials, in a general context of political propaganda, are one of the most powerful tools. In this sense, the analytical strategy of political parties’ campaign materials can be said to focus on the use of emotions. Data from the European Elections Monitoring Center (EEMC) has been used not only for theoretical contextualization, but throughout the whole paper.
PB Poznań Wydawnictwo Naukowe UAM
SN 1899-6256
YR 2021
FD 2021
LK http://hdl.handle.net/10259/8038
UL http://hdl.handle.net/10259/8038
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 03-abr-2025