Us and Them: Linguistic Evidence for Ideological De-Construction, Construction and Re-Construction in Election Manifestos of Selected Zambian Political Parties.

Friday, 23 September 2016
Written by Dr. John Simwinga

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Us and Them: Linguistic Evidence for Ideological De-Construction, Construction and Re-Construction in Election Manifestos of Selected Zambian Political Parties.

 

John Simwinga

University of Zambia, Department of Literature and Languages

 

Abstract

 

In a democracy, political contest at national level involves competition by political parties to either seize or maintain governance power. The race is conducted by appealing to the electorate, through the election manifesto, to cast their vote in favour of one political party against another. The manifesto constitutes the social contract being presented by the competitors on what they intend to do to better the lives of the voters once elected or re-elected. In the manifesto, the parties vying for power choose and use language both covertly and overtly in such a way as to de-construct, construct and reconstruct ideological positions in response to the social, economic and cultural environment obtaining at the material time. This study examines the linguistic techniques employed by the political parties under investigation to reflect the three ideological processes as rhetorical strategies for wooing the electorate. The investigation is conceived within the framework of Critical Discourse Analysis (CDA) which is based on the premise that language in use is never neutral but has ideological ramifications.

гис-технологии
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