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Article published In:
Journal of Language and Politics
Vol. 17:3 (2018) ► pp.386–404

Making sense of political ideology in mediatized political communication

A discourse analytic perspective

ORCID logo | London School of Economics and Political Science

Political discourse becomes more and more ‘mediatized’ nowadays but, as I argue in this article, mediatization should be considered neither as a testament to ‘de-ideologization’ nor as a restyling of the ‘inherently ideological’ contemporary political communication. Ideology, I claim, is a potentiality of mediatized political discourse and as such, it rests with the generic capacity of the latter to recontextualize symbolisms from the institutional past serving the ordering of the institutional present. How is the recontextualization of symbolic meanings facilitated by the aesthetic and affective qualities of different media genres? In what ways does recontextualized discourse serve the neoliberal order of the present? Lying at the heart of the ideological analysis of political communication, these are questions which can be insightfully addressed through a discourse analytics of mediatization as the one I apply here on two political advertisements from the Greek general election of January 2015.

Keywords: ideology, mediatized politics, discourse, recontextualization, genres, power, neoliberalism, Greek election 2015
Article outline
  • 1.Introduction
  • 2.Theoretical anchorages in the study of ideology and political communication
    • 2.1De facto de-ideologized political communication
    • 2.2A priori ideological political communication
  • 3.Towards an analytical understanding of the ideological potential of political communication
  • 4.Ideological fermentations in the Greek general election of january 2015
    • 4.1The historicity of genres
    • 4.2The power dynamics of recontextualization
  • 5.Conclusion
  • Acknowledgements
  • Notes
  • References
Published online: 20 July 2018
DOI logo
https://doi.org/10.1075/jlp.17010.kis
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