The social semiotics of Switzerland's far right: how campaign posters by the Swiss National Party communicate across different domains

Abstract

This contribution investigates the campaign posters of the right-wing Swiss People’s Party (SVP) in four communication domains: in public space, in the mass media, their impact on other political actors and manipulations of the posters. This approach combines social semiotics, discourse analysis, media linguistics, and linguistic landscaping to present a comprehensive account of the posters’ usage and design. Relying on social semiotics, we first analyze the posters themselves. We then show how the posters are reproduced in journalistic news media which creates a visual framing of the discussion about migration. This framing effect is also evidenced by the fact that many political actors adapt to the SVP’s visual language. Consequently, the discussion about migration increasingly follows the SVP’s logic. In a fourth analytical step, we show how the posters become objects of manipulation that turn them into a place of public debate. We sum up by pointing out the affordances that the posters offer to actors in these different domains.