A MULTIMODAL INVESTIGATION OF CONTEMPORARY ELECTORAL DISCOURSE: VISUAL AND VERBAL STRATEGIES IN ELECTORAL POSTERS AND SOCIAL MEDIA POSTS FROM THE 2024–2025 CAMPAIGNS
A MULTIMODAL INVESTIGATION OF CONTEMPORARY ELECTORAL DISCOURSE: VISUAL AND VERBAL STRATEGIES IN ELECTORAL POSTERS AND SOCIAL MEDIA POSTS FROM THE 2024–2025 CAMPAIGNS

Summary/Abstract: This study investigates the multimodal dimensions of contemporary electoral discourse by examining the use of euphemistic and dysphemistic strategies in a corpus of eighteen visual materials drawn from the Romanian electoral campaigns of 2024–2025. Adopting a linguistic and pragmatic perspective, the research analyses Facebook posts, electoral posters, propaganda images, collages, and political memes associated with prominent political actors. The findings reveal that euphemisms and dysphemisms operate not only through verbal language but also through visual symbols, colours, graphic elements, and cultural references, contributing to the construction of political identities and ideological narratives. Particular attention is given to the discursive opposition between “us” and “them”, which structures representations of political actors and social groups. The study demonstrates that multimodal electoral communication functions as a powerful mechanism for persuasion, legitimisation, delegitimisation, and the reinforcement of political polarisation within contemporary public discourse.

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