FRÅN IDEOLOGISTRID TILL IMAGESKAPANDE. En kvalitativ innehållsanalys av utvecklingen hos svenska valaffischer och deras återspegling av historiska tidsperioder.

Abstract

This thesis aims to explore and analyze the election posters of the Swedish political parties “Moderaterna” and "Socialdemokraterna" from the years 1921, 1964 and 2014, with focus on how they reflect their respective historical periods. By examining the political themes and messages, semiotic elements and rhetorical appeals of the election posters, this study seeks to understand how these political messages have been formulated, adapted to, and mirrored the evolving historical and societal changes. This study is relevant because campaign posters are a central component of political communication, offering unique insights into how political parties adapt their messages to changing societal conditions and media landscapes. By examining how the posters reflect political and societal changes, we can understand how parties respond to and influence public opinion. This understanding is particularly important in an era where political communication is becoming increasingly sophisticated and media centric. By analyzing the changes and continuities in the design and content of campaign posters, this study contributes to a deeper understanding of political communication and its role. Considering the purpose of the essay, we determined that a qualitative method is most suitable for the investigation. This choice is based on the effectiveness of qualitative methods in systematically examining and interpreting the content of various forms of communication. Through qualitative content analysis, we aim to identify themes, changes, and patterns to address the essay's purpose and research questions. Our qualitative content analysis includes both a semiotic analysis and a rhetorical analysis. The semiotic analysis aims to interpret symbols and meanings in the campaign posters based on the concepts of denotation and connotation, while the rhetorical analysis examines how linguistic and other rhetorical strategies are used to shape and convey messages, with a focus on ethos, logos, and pathos. Our study shows that both the content and form of political communication in the election posters of “Moderaterna” and “Socialdemokaterna” have evolved, reflecting societal and political shifts. By analyzing posters from 1921, 1964, and 2014, a clear development emerges from early emphases on ideological and authoritative messages to more personalized and inclusive communication. “Socialdemokraternas” posters, based on our analyzed examples, have mirrored contemporary political issues, from post-war challenges in 1921 to social justice and equality in 1964, and a focus on jobs and education in 2014. “Moderaternas” posters show a similar trend, with an early emphasis on economic issues and tax policy in 1921, to personal freedom and economic prosperity in 1964, and achievements in labor market policy in 2014. Visually, the posters have evolved from political clarity to an increased use of human faces and inclusiveness. This transition reflects the parties' adaptation to a more diversified voter base and the need to create stronger connections with the electorate.