POPULIZAM I POLITIČKA KOMUNIKACIЈA
POPULISM AND POLITICAL COMMUNICATION

Author(s): Siniša M. Atlagić
Subject(s): Politics, Economy, Political Theory
Published by: Институт друштвених наука
Keywords: populism; political communication; electoral communication; values; (pseudo)argumentation
Summary/Abstract: Taking into account the conclusions from recent literature on populism as a "style in political communication" the author tends to point out its basic characteristics. He intends to examine the structure of value orientation of political actors called „populists“ as well as arguments they use. His conclusion is that the absence of so called dominant values in populism makes it a key point in the communication relationship of the political populist leaders and the people they (leaders) refer to in their political struggles and that is why the concept of populism can be considered comprehensively from the point of political communication. The author finds that in such a communication process, that is, in the process of interpretation of reality by political subjects called populists, certain elements of organized political persuasion are emphasized – primarily the personalization of politics and the simplification of the image of the world. The usage of so-called logic of the heart, pseudoargumens (in particular, the "argument of the majority"), simple terminology and a negative tone are other characteristics of this approach in political communication.

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