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SP baner

Tom 52 Nr 3 (2024)

Zachowania i postawy polityczne

Identifying Identity Models in Political Organizations. Analysis of the Language of the Presidential Campaign in Poland: Analysis of the Language of the Presidential Campaign in Poland

DOI: https://doi.org/10.35757/STP.2024.52.3.08
Przesłane: 22 marca 2023
Opublikowane: 24 września 2024

Abstrakt

Nowadays, politics use the critical issue of the search for identity and identity conflict to affect (by media means) audiences by creating specific identities and promoting particular visions of reality to attract potential voters. Therefore, the study aimed to identify and characterize models of identity emerging from the narratives of candidates and people from their political parties during the last presidential campaign in Poland. Based on the critical discourse analysis, 1,829 statements from the most important national media and social media were analyzed. As a result, two leading models of identity developed by political parties were discovered. The research also indicated the mechanisms used to create an identity narrative focused on the power struggle. The effectiveness of characterizing the identity narrative allowed for the prediction of further voter segmentation and might evolve into a two-party political system.

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