정치광고의 내러티브 이면에 있는 논증 분석: 한국의 16,17대 대통령 선거 광고를 중심으로
An analysis of presidential election argumentations
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The aim of this study is to analyze theargumentations of presidential election advertisements. The subject of thestudy are the election advertisements of the major candidates in Korea’s 16thand 17th presidential elections. An election advertisement presents informationabout a given candidate and a story or narrative expressing the candidate’spolitical message, but hidden beneath this is an argumentation structurecomposed of assertions and arguments. These argumentations were analyzedby applying the argumentation analysis method of political discourseforwarded by Fairclough and Fairclough (2012). First, the argumentationsabout the quality of candidates, their political agendas, and election issueswere analyzed. Next, the overall form of the presidential election discoursewas examined by analyzing the argumentation tendencies of the minor partycandidates. The analysis result clearly shows the feature of practical reasoning. The structure of practical reasoning is comprised of circumstances serving asits background, the values sought by the speaker/arguer, the goal or the stateof having them realized, and the claim for action to actualize it, and alsoincludes the means-goals relationship expressing that it is the appropriatemeans for achieving the goal. This argumentative feature implies thatpresidential election advertisements are one type of political discourse.
Abstract
The aim of this study is to analyze theargumentations of presidential election advertisements. The subject of thestudy are the election advertisements of the major candidates in Korea’s 16thand 17th presidential elections. An election advertisement presents informationabout a given candidate and a story or narrative expressing the candidate’spolitical message, but hidden beneath this is an argumentation structurecomposed of assertions and arguments. These argumentations were analyzedby applying the argumentation analysis method of political discourseforwarded by Fairclough and Fairclough (2012). First, the argumentationsabout the quality of candidates, their political agendas, and election issueswere analyzed. Next, the overall form of the presidential election discoursewas examined by analyzing the argumentation tendencies of the minor partycandidates. The analysis result clearly shows the feature of practical reasoning. The structure of practical reasoning is comprised of circumstances serving asits background, the values sought by the speaker/arguer, the goal or the stateof having them realized, and the claim for action to actualize it, and alsoincludes the means-goals relationship expressing that it is the appropriatemeans for achieving the goal. This argumentative feature implies thatpresidential election advertisements are one type of political discourse.
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