"Skattefria Andersson" : En studie av socialdemokratiska valfilmer och valaffischer 1930-1994

Sammanfattning: The purpose of the research in this essay was to study the messages from the Swedish Social democratic party in their election films from 1930, 1954, 1962 and 1994, and in their election posters from 1930, 1954 and 1962. The aim was to understand what messages the party transmitted, and to see what changes there has been over time. Both a rhetorical analysis with focus on the use of ethos, pathos and logos as well as a content analysis have been used as methods for this study. The results have shown that some themes are reappearing in several of the years, such as collaborations and cooperatives. Another theme, employment, is important in both the election film from 1930 and from 1994, but can in opposite of the collaboration/cooperatives theme be strongly connected to events taking part at the same time as the film was made. There has also been a distinct transformation in genre and length of the films. In 1930 and 1954, the films are made as real motion picture film, while the one from 1962 reminds more of a documentary and the film from 1994 looks like a modern advertising film. The first film was about 40 minutes long, and by the years they seem to have gotten only got shorter and shorter. The film from 1994 is only 30 seconds long.