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Moralpolitik og marketing. Dansk Folkepartis brug af pressemeddelelser.

Journal article
Authors Orla Vigsø
Published in MedieKultur. Journal of Media and Communication Research
Issue 52
Pages 153-172
ISSN 1901-9726
Publication year 2012
Published at Department of Journalism, Media and Communication (JMG)
Pages 153-172
Language da
Keywords politisk marknadsföring, retorik, moralpolitik, Dansk Folkeparti, pressmeddelande
Subject categories Media and Communications


Dansk Folkeparti (the Danish People's Party) uses press releases to a much larger extent than any other Danish party. But they also use them in a different way. Through an analysis of press releases from a randomly chosen month in 2010, this article discusses the party's use of press releases not only as a source of information about the party's political initiatives but as a way of doing what George Lakoff has called Moral Politics. The use of press releases is then discussed in relation to the distinction presented by Lees-Marshement between product oriented, sales oriented and market oriented parties. The conclusion is that Dansk Folkeparti use the press releases as a part of their political marketing, but that the party due to its moral politics has to be classified as a sales oriented party.

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