Dimensions of negativity: Negative campaigning on election posters in Germany and Sweden
This article gives an overview of previous research on negativity with a particular view on the definitions of negative advertising and operationalizations in content analyses, and briefly summarizes the specificities that must be taken into account in a poster’s design. It then presents findings on German and Swedish posters.
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Document Type: Research Article
Affiliations: 1: Friedrich-Alexander University Erlangen-Nürnberg 2: University of Gothenburg
Publication date: June 1, 2017
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- The poster-maker, the pamphleteer and the tagger aim to sway the popular heart and mind through visual public interventions. As new technologies rise, turning the public sphere into a transparent, ubiquitous communications medium and a global marketplace, is the privileged status of the poster doomed or are we seeing it transformed as part of a new wave of visual rhetoric? When the environment starts to become responsive to our very presence and aware of our individual nature what is the role of the 'traditional poster' delivering a classical rhetorical message? This peer-reviewed journal aims to lead the debate. The Poster stands as a vehicle for the ideas of media theorists; scholars of Cultural Studies and Cultural Materialism; for social psychologists of visual communication, for architects and designers of wayfinding schemes; for philosophers of Aesthetics and Politics, Society and Linguistics; for social scientists, anthropologists and ethnographers; for political campaigners and artist activists; for communications researchers and visual communications practitioners.
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