Mechanizmy autoreklamy w propagandzie wyborczej PO i PiS-u (na przykładzie kampanii wyborczej do parlamentu w 2007 roku)
Mechanisms of self-promotion in electoral propaganda of PO and PiS (a case study of the 2007 parliamentary election campaign)

Summary/Abstract: Self-promotion, which allows political parties to present themselves as a group of people who are reliable, experienced and ambitious, plays a key role in pre-election propaganda. In the parliamentary election campaign in 2007, politicians of the two leading rival parties — Platforma Obywatelska ( PO) and Prawo i Sprawiedliwość (PiS) — used both explicit and implicit ways of self-presentation with the aim of winning the sympathy of voters. The explicit means included the first person plural verb forms; the implicit means – a much larger group – encompassed various ingratiation techniques and linguistic means such as metaphors or presuppositions. The main goal of the following article is to demonstrate that the pre-election self-presentation of PO and PiS uses the same (mostly manipulative) mechanisms of verbal influence on voters, although the rhetoric, views, or agendas of both parties vary considerably.

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