Die multimodale Analyse der Wahlplakate zur Zwickauer Oberbürgermeisterwahl 2020

In order to convince as many voters as possible to vote for their own party, different analogue and digital communication formats are used in the context of election campaign communication. In the public space, election posters in particular attract our attention in this context, which, in addition to a catchy color design, are characterized by the linguistic (and non-linguistic) brevity with which they communicate central election campaign arguments. In the present article, we analyze the election posters of the five candidates who presented themselves during the elections for the mayor in Zwickau in 2020. The linguistic and semiotic analysis is qualitative-oriented and aims at contrasting the communicative strategies of the involved candidates. In this context, the fact that the election posters are tied to a certain place has an impact on the possible communicative effect.