Election Posters Around the Globe

pp 33-52


Methodological Approaches to the Analysis of Visual Political Communication Through Election Posters

  • Stephanie GeiseAffiliated withIfK Institut für Kommunikationswissenschaft, Westfälische-Wilhelms-Universität Münster Email author 
  • , Orla VigsøAffiliated withUniversity of Gothenburg

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Election posters reveal information on their producers and recipients, their production and reception context as well as on the political, economic, and social circumstances of their origination. While standardized and non-standardized methods have been applied to study election posters, a methodological reflection of the different approaches, their logic of analysis, and their potentials and limitations for research–practical purposes has not been conducted so far. This chapter provides a theoretical as well as methodological informed overview of potential key methods for poster research. Presented methods encompass (1) interview and survey, (2) sorting techniques, and (3) experiments as well as (4) physiological and apparatus-based methods, appropriate to gain insights about the reception, information processing, and effects of election posters. Turning from the media-effect perspective to the content of posters and its meaning, the implementation of (6) content analysis is outlined. Such standardized approaches are then complemented by methods from a more interpretative research paradigm, namely (7) art historical, (8) semiotic, and rhetorical approaches.