Rechtspopulismus im Wandel. Wahlplakate der FPÖ von 1978-2008
DOI:
https://doi.org/10.15203/ozp.127.vol42iss4Keywords:
Rechtspopulismus, politische Werbung, Inhaltsanalyse, Längsschnitt, FPÖAbstract
Obwohl rechtspopulistische Parteien mittlerweile in vielen Staaten Westeuropas eine wichtige Rolle spielen, existieren bislang nur wenige Studien, die sich mit den Inhalten ihrer Werbekommunikation auseinandersetzen. Das Plakat als dominantes Wahlkampfmedium verdient in diesem Kontext besondere Beachtung und wird in der vorliegenden Studie erstmals einer Langzeitanalyse unterzogen, die die Themenstrukturen und populistischen Inhalte von Wahlplakaten der Freiheitlichen Partei Österreichs (FPÖ) in den Blick nimmt. Es zeigt sich, dass die als dominierend wahrgenommenen ausländerfeindlichen Themen und Angriffe der vergangenen Jahre die Ausnahme und den vorläufigen Höhepunkt einer Entwicklung markieren, deren Ende bis dato nicht abzusehen ist. Mögliche Folgen und Implikationen werden unter anderem vor dem Hintergrund von Befunden aus Wirkungsstudien zu Einstellungen gegenüber Migranten diskutiert.
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