A critical analysis of selected election literature and party political broadcasts from the general election

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GCSE English Major Coursework Assignment: Media

“A critical analysis of selected election literature and party political broadcasts from the general election, Thursday 7th June 2001”

I have been asked to analyse different pieces of election media. I will examine some Party Political Broadcasts and some written literature, i.e.: leaflets, pamphlets or newspaper articles. All the material I will cover is targeted at people who are above the age required for the electoral role, 18 years plus. However, different pieces of media are targeted specifically at a certain age group or interest, or social group inside that range.

Election Literature

Election literature is a relatively cheap and widespread form of communicating a party’s information. Election literature is the the leaflets and pamphlets that you are handed or posted. They can, within reason, contain anything that the party wants, and in any format they choose. For example, there is a conservative leaflet that is in the form of a newspaper, and another conservative piece of literature in the form of a standard leaflet. There are green party leaflets in the form of handouts.

The socialist alliance literature is for John Moleyenux, and is in the form of a single sided A5 leaflet. The colours are a mix of red, white and a pinkie colour.

The eye is drawn to a large picture of a child, he is smiling and pointing. It is like the classic recruitment poster you see in the media, that came from the war, of the man in the hat, pointing, with a caption that goes some thing like “we need you”, or the equivalent. Also, you are meant to be sympathetic for the child because children can’t vote and adults can.

The child in the picture is of mixed-origin, which is the party saying that they are very freethinking.

The leaflet has a newspaper feel, with a headline, logo, titles, text and pictures all in the fashion of a newspaper. It is nothing fancy, it isn’t glossy or posh. It appears that against other election literature that it may have been cheaper to produce, but I believe that makes people feel that it is more honest. That is also like a newspaper, because they are printed on cheap paper.

The whole newspaper display, I think, is because of what news represents. When you watch the news on television, you rarely question how truthful or up to date it is, because the news is honest and up to date. These are the morals that the party wants to convey, and a newspaper feel would then be the obvious choice of styles to get these ideas across.

There are three key points displayed, which are all issues that people can relate to, one of which is a rhetorical question, and the last two are mocking attacks on the Labour party.

An interesting point is that there is no picture of the candidate, which is to make the reader feel as though they would be voting for the party and its ideas not for the candidate.

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“Our NHS” is very national; it is ‘ours’ and belongs to us all, feelings of pride are evoked in the reader. Because it is ‘our’ it means that by right we should have a say in what happens to it.

“Tax the rich” has consultations of Robin Hood, there’s a connection between nationalization and Robin Hood, i.e.: taking from the rich and giving to the poor.

I think that the aim of the leaflet is to mock the other parties and obtain votes. It does this quite successfully, but at the end of the day, your only ...

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