Polityka społeczna w roli instrumentu rywalizacji stosowanego w kampanii wyborczej
Social Policy as a Device of Rivalry Applied in a Political Campaign

Summary/Abstract: The main purpose of the article is to expose the propaganda usage of ideas related to social policy in a modern political campaign. This aim is fulfilled by the analysis of selected visual materials distributed by the electoral committee of Andrzej Duda – a candidate in Polish presidential election 2015. Therefore, the result of the aforementioned analysis provides an insight into the process of creating common notions of means and aims of social policy, which - in turn - tends to shape their practical implementation due to necessity of congruity of the politicians' proposals with popular knowledge of their electorate. Selecting presidential campaign content for the analysis is to highlight the feature peculiar to contemporary politics, which is the leading role of narrative in persuasion process (due to the fact that Polish constitution of 1997 provides the President with modest possibilities in the field of social policy, which, however, does not prevent the candidates from raising votes through promises situated in this domain). The theoretical model chosen for the analysis is the set of propaganda techniques isolated by the Institute of Propaganda Analysis based in Columbia University

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