Dansk Folkeparti - frygt som annoncestrategi

Camilla Densam

Studenteropgave: Semesterprojekt


The approach to the project began with a wonder of why Dansk Folkepartis provocative political advertisement and why they are so effective on the receiver and in the social debate. Is it because of the rhetorical instruments, the visual or textual form in the advertisement? Why are they so effective on the population and does it have consequences for the political position, that the party to utilise this strategy of advertisement. From a view of different theories developed of Norman Fairclough, Zygmunt Bauman and Ulrich Beck, the project has tried to find answers to some of these questions. Among others there have been chosen theories of “critical discourse analysis”, ”liquid Fear” and “risk society”. This is complemented with my own collected empirical data: “interview” of the news editor of Dansk Folkeparti Lars Ohlsen. Like this the project got the opportunity to compare the theories with reality by the statements we got from Lars Ohlsen. Through the investigation it is identified that it is a deliberate action from Dansk Folkepartis side to use apprehension as an appealing factor in political advertisement. This has been of great importance for the further analysis, discussion and conclusion. By working with the theories and methods, the project reached the understanding to use apprehension as an advertisement strategy, is a smart political move , since the population is susceptible to the apprehension that Dansk Folkeparti use in their political advertisements. This may have consequences for the political position, as it may end up with fines, lawsuits and at worst decline in the party.

UddannelserBasis - Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato21 dec. 2015
VejlederePernille Faxe