Asocjacja negatywizmu i personalizacji jako narzędzie komunikowania politycznego podczas kampanii parlamentarnej w Polsce w 2019 r.
The Association of Negativism and Personalization as a Tool of Political Communication During the Parliamentary Campaign in Poland in 2019

Summary/Abstract: The article aims to prove that the association of negativism and personalization can constitute a strategy for political support of specific political parties and legitimizing their actions in the media discourse of the Polish religious press. The text presents the results of press content analysis supplemented with elements of hermeneutics. The research materials were printed versions of press texts of the nationwide weeklies Niedziela, Gość Niedzielny, and Tygodnik Powszechny, which referred to the parliamentary campaign of 2019 in Poland. The time range of the analysis covered the period of August 6, 2019, to October 13, 2019. Negativity and personalization seem like dominant features of the research material. In Gość Niedzielny and Niedziela, the total percentage of texts in which the category of negativity was noted, assigned to the politicians of the Law and Justice party or to the PiS party, was significantly lower than the results of the research on Tygodnik Powszechny. In Tygodnik Powszechny there were texts containing criticisms of the political camp of the ruling party and only partial legitimization of the political and social activities of the rule of the right in the years 2015–2019. The research undertaken proved that all the analyzed press titles used the association of negativity and personalization as a media science tool of political communication during the parliamentary campaign in Poland in 2019.

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