Abstract
This paper critiques images selected from the African National Congress television elections advertisements of the 2014 national elections, using social semiotic theory to deconstruct the underlying myth of the political advertisement. This paper focuses on the screenshots and images from the advertisement in question with a specific focus on myth, highlighting the “hero” or “heroic” myth (especially that of the late ex-President Nelson “Madiba” Mandela), the “master” myth (specifically that of the ANC liberation myth), the “order” myth, and, the altruistic democracy myth.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Communications and Linguistic Studies
KEYWORDS
"ANC; television-advertisement; myth"
Digital Media
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