Seminar: Multimodal Discourse Analysis of Campaign Banners in the 2021 Ethiopian Election

Examples of campaign banners in Ethiopia. Photo credits: Mulugeta Tsegaye.

This event will be held physically in Leiden. For registrees who cannot travel to Leiden a link to an online platform will be sent one day before the start of the event.

This study by visiting fellow Mulugeta Tsegaye (Addis Ababa University) conducts a multimodal discourse analysis of campaign banners in the 2021 Ethiopian general election. It examines the interplay between language and visual elements in constructing and conveying political messages, and their influence on voter choices. The focus is on the representation of political candidates and parties through banners. Twenty banners were analysed, representing the ruling Prosperity Party and the opposition Ethiopian Citizens for Social Justice Party, the largest political parties in terms of candidates. Van Leeuwen's social actor theory was employed to understand participants' representations, and Kress and Van Leeuwen's visual grammar interpreted visual elements.

The findings demonstrate the diverse presentation methods of candidates, including group compositions, pairs, and individuals. Common features were observed, such as candidates dressed smartly, using academic titles, and establishing direct eye contact with the audience. These elements create a sense of demand and intimacy. However, distinctions in colour composition, written texts, and candidates' hand positions were also observed, signalling distinct messages to voters. This research contributes to understanding the role of campaign banners in shaping the political landscape and the democratic process in Ethiopia. It provides insights into the influence of language and visuals on voter perceptions and choices, contributing to a more peaceful and orderly election process.