Browsing by Subject "visual analysis"

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  • Nikunen, Kaarina; Hokka, Jenni; Nelimarkka, Matti (2021)
    The paper explores how visual affective practice is used to spread and bolster a nationalist, extremist and racist ethos on the public Facebook page of the anti-immigrant group, Soldiers of Odin. Affective practice refers to a particular sensibility of political discourse, shaped by social formations and digital technologies-the contexts in which political groups or communities gather, discuss and act. The study shows how visual affective practice and sharing and responding to images fortify moral claims, sense exclusionary solidarity and promote white nationalist masculinity which legitimizes racist practices of "soldiering." By examining both the representations and their reactions (emoticons), the study demonstrates how ideas and values are collectively strengthened through affective sharing and are supported by platform infrastructures. Most importantly, it demonstrates that instead of considering the affect of protecting the nation as a natural result of "authentic" gut feeling, we should understand the ways it is purposefully and collectively produced and circulated.
  • Hakoköngäs, Juho Eemeli; Sakki, Inari (2019)
    This study investigates the role of advertising and visual rhetoric in political persuasion. Analysis of Finnish dairy product video advertisements from 2010–2016 focuses on those that exploit time as the main reference framework. A better understanding of how advertising is used as a tool of political persuasion is sought by exploring the following questions: How are advertisements used in political communication? How is time used as a means of persuasion in advertising? What role do visual rhetoric and social representations have in the process of persuasion? The analysis shows how advertisements objectify work as a tradition and anchor it as a Finnish value. The results show how advertisements employ enthymeme as a major rhetorical tool to assert that the tradition of Finnish employment is under threat but the consumption of Finnish dairy products and favouring a pro-agrarian policy would ensure that the tradition is transmitted to new generations. The contributions of the study are twofold: First, the combination of social representations theory and classic rhetoric provides a theoretical and analytical perspective for the analysis of visual rhetoric in political persuasion. Secondly, by exploring the advertisements as political communication, the study shows how commercials are used to advocate ideological and political projects, such as certain kind of agricultural policy – an angle largely overlooked in the previous research of social and political psychology.