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Abstract:
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Recent surveys and political research have shown that the acceptance of the political programmes of populist parties, such as the “Alternative für Deutschland (AfD)”, is relatively high amongst the population of the three eastern German federal states, especially in Saxony, where the AfD won nine of the 13 rural districts during the local elections in May 2019. Thus, it seems relevant to take a closer look at the persuasive discourse of a so-called populist party. In its public discourse, the AfD responds to the fears and concerns of those people who tend to use social media platforms to gain information when making political decisions. The aim of the article is to show which verbal and visual resources characterize the persuasive discourse of the AFD Saxony on their Facebook account. For this purpose, we propose a qualitative, multimodal analysis of selected entries which the party uploaded on its Facebook account between November 2018 and March 2019.
Nedavne ankete in politične raziskave so pokazale, da je sprejemljivost za politični program populističnih strank, kot je Alternativa za Nemčijo (Alternative für Deutschland – AfD), razmeroma visoka med prebivalstvom treh vzhodnonemških zveznih dežel, še zlasti na Saškem, kjer je na lokalnih volitvah maja 2019 AfD zmagala v 9 od 13 podeželskih okrožij. Zato se zdi primerno podrobneje preučiti prepričevalni diskurz te tako imenovane populistične stranke. AfD se v javnem diskurzu odziva na strahove in pomisleke ljudi, ki za sprejemanje političnih odločitev pogosto uporabljajo platforme družbenih medijev. Cilj članka je pokazati, kateri verbalni in vizualni viri so značilni za prepričevalni diskurz saške AfD na njenem Facebook profilu. V njem podajamo kvalitativno, multimodalno analizo izbranih vnosov, ki jih je stranka med novembrom 2018 in marcem 2019 naložila na svoj Facebook profil.
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