ANTI-FASCIST DISCOURSE AND COMMUNICATION STRATEGIES: CONTEXT OF THE PAST
ANTI-FASCIST DISCOURSE AND COMMUNICATION STRATEGIES: CONTEXT OF THE PAST

Author(s): Stefani Šovanec
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: critical discourse analysis; discourse strategies; propaganda; anti-fascist discourse; ideology; fascism
Summary/Abstract: The paper shows the research of antifascist discourse and communication strategies used in the texts of the daily newspaper “Dan” which was published in Vojvodina, in the Kingdom of Yugoslavia. Dan was the only legal daily newspaper which was published in the Serbian language and it was printed during the six years prior to the Second World War. The year that was selected for analysis was 1938, given the importance of historical events such as Anschluss, the merging of the areas of Sudetenland and Czechoslovakia to Germany, the Crystal Night and other discriminatory acts against the Jews. In analyzing newspaper content we used the quantitative and qualitative method of content analysis. Result interpretation was through the method of critical analysis of media discourse. The research also used a historical method,which is very important if we take into account that this is an interdisciplinary research that must encompass the role of the historical context in communication. Through the analysis of the texts we show which mechanisms of propaganda were used in the antifascist discourse and in what way the promoted values were contrary to those propagated through the regime of dictatorial policies. The results of the research show how the discourse was conditioned by the context of the communication situation and how it was reflected in the chosen communication strategies– the propagation of opposing values, call-to-action strategy, proving of lies and the discovery of (hidden) intentions, evocation of empathy, proclamation of responsible and the strategy of espousing patriotism.

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