Communication analysis on the example of election campaign: phrases and whitewashing


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Communication in the election campaign - a perennial topic. And as always, not every party is happy with the result. And the first words after that are meaningful, at least from a communicative perspective.

Communication analysis using the example of an election campaign: phrases and whitewashing Communication analysis using the example of an election campaign: phrases and whitewashing

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Clear results - clearer communication

Overview

Winners and losers emerge in every election campaign. One time more clearly, the other time less clearly.

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Example Bundestag Election 2017: In purely mathematical terms, an enormous shift in the result. Far away from politics, such clear results are usually accompanied by even clearer communication. From kommunikativonsperspektivischer point of view so very exciting.

The first disillusionment

Overview

Seldom does a party attribute its loss as openly as the SPD that evening. The party representatives do not talk about the bush and speak of a clear defeat - whereas most parties operate whitewashing already in the first step.

Actually often used phrases like "we obviously have not managed to convince the voters" came surprisingly little. It simply did not have to be said anymore.

Tactics: Distraction

Overview

If the first shock is digested, the policy gene breaks down again in the SPD representatives. Spasmodically trying to direct the next choice 2021.

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"After the election is before the election, we go into the opposition and become ...". At least the party makes it clear what you can not talk to her about and has the coalition negotiations nipped in the bud.

Victory and defeat

Overview

The second, formerly large party - the CDU - was far less glorious, from a communicative point of view. The profit to the chancellor is not likely to weigh the massive loss of the party.

They draw on the communication verdict: the well-known phrases. "We accept and take the voter mandate seriously and have the responsibility to address all those who have failed us this time". As if the election campaign was still going on.

Empty phrases

Overview

Not only the CDU is big in phrases, but the AfD still speaks in the campaign mode of "now must ..." and "now will ...". Specifically addressed by journalists, however, the record remains "We will be a tough opposition. " hang.

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Here the beginning of the end begins communicatively. The similarity to established parties is growing. A lot can talk about everyone, but it must ultimately also be put into action so as not to end up as a loser.

A clever election campaign

Overview

The FDP was clearly delighted. A consistently clever election campaign is now also evident in their figures. Not just the 5% hurdle, but even over 10%.

At the end of the conversation, however, then again supposedly virtuous modesty: "We are ready to take responsibility". With a "we would like to ..." one could give the statement almost more faith.

Shining with constancy

Overview

The electoral evening with the Greens and the Left was quite usual. There were hardly any differences to previous elections.

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Whether the program during the election campaign, the results in itself or the comments afterwards. Everything was little innovative, but a pleasant constant of the evening.

The voters win back

Overview

As an old Democrat, I would really like to approach the AfD with seriousness in order to fulfill the wishes of most parties to keep them in check.

It is undisputed that it could score above all because several hundred thousand people have the nose of the empty promises of the remaining parties. The way back to people leads through actions.

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  1. Thomas Eggert

    Communication analysis for the federal election 2017: phrases & whitewashing of
    Stefan Häseli

    via @ berufebilder - Highly recommended HHeBvuBGtJ

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    Communication analysis for the federal election 2017: phrases & whitewashing of
    Stefan Häseli

    via @ berufebilder - Highly recommended 5r9I3t8w6N

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