Toposy tematyczne w sloganach zwycięskich kandydatów wyborów prezydenckich w Polsce w latach 1990–2020
Topoi in the Slogans of Winning Candidates in Presidential Elections in Poland 1990–2020

Author(s): Marek Kochan
Subject(s): Theoretical Linguistics, Applied Linguistics, Studies of Literature, Czech Literature, Philology
Published by: Wydawnictwa Uniwersytetu Warszawskiego
Keywords: topos; slogan; presidential election; political marketing
Summary/Abstract: The topic of this article are the slogans used in seven presidential elections in Poland between 1990 and 2020. 143 slogans were collected, sixteen of which promoted winning candidates. The analysis was focused on the topoi used by the candidates who won the election. The most popular was: Poland (Polska), community (wspólnota), future (przyszłość), president (prezydent), strength/power (siła). Three of them (Poland, community, president) are also the most popular topoi in the whole sample. They were analysed and compared with the list of Polish „banner words”. As shown in the slogans of the winning candidates, the president in Poland is the icon of national community, the person who unites the nation and promises a better future for the Poles, rather than a leader or manager, as quite often in American presidential elections (where words like leader and leadership are popular in slogans).

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