This thesis debates the term honesty and dishonesty concerning the use of topic argumentation in campaign videos. Honesty/dishonesty is not a completely suitable translation of the Danish term ‘redelighed/uredelighed’, which is used in the thesis. The terms should be understood in accordance to the role of the sender of a message. The message is ‘dishonest’ if the sender uses unfair tricks to mislead the receiver into making another decision than he otherwise would have made. Thereby this thesis investigates if the argumentative tendencies are misleading, and thereby dishonest. Four political campaign videos, composed as a contribution to the debate concerning whether or not Denmark should participate in the unified European patent court, has been examined. The four videos are selected on the basis of having a clear stance towards what the Danes should vote at the referendum. The approach exists of three parameters: argumentative use of topics, the argumentative possibilities in pictures and a critical evaluation of honesty in the argumentative use in the campaign videos. The rhetorical use of topoi has enabled an understanding of how argumentation of the same case was turned in different directions. The analysis showed that the pros found their argumentation in an economical topos, whereas the cons primarily advocated for their stand by drawing on a cultural topos. Both sides used the trick of simplification, twisting and suggestive presentation to present their arguments even stronger. The videos appearance, by using tricks as well as talking almost solely out from one topos, can indeed mislead the Danish voter for this election. An important consideration is though, that because the referendum was about a complex subject, such as a unified European patent court, the voter, and receiver of the videos, had a very small pre-understanding of the subject. This positions the voter in a vulnerable situation, hence the twisting and simplification of facts will be harder to discover. It is a situation that the sender could use for own benefits. Another consideration important for the discussion of honesty is however the fact, that the receiver is aware of being an observer of a campaign video advocating for a specific outcome. Thereby the sender should be more aware of one-sided communication.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||30 sep. 2014|