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页数:24页
时间:2019-03-01
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1、Rethinkingpoliticalsymbolism:Governmentadvertisingandthe‘StrengtheningMedicare’campaignGwilymCroucherDepartmentofPoliticalScienceUniversityofMelbourneRefereedpaperpresentedtotheAustralasianPoliticalStudiesAssociationconferenceUniversityofNewcastle25-27Septem
2、ber2006Rethinkingpoliticalsymbolism:Governmentadvertisingandthe‘StrengtheningMedicare’campaignInthecontemporaryageofinformationalcacophonyandfickleconstituencies,theunilateralpowerofsymbolswouldseemattheveryleastvaried.However,whatofthecontroversyincitedbyth
3、eburningoftheAustralianflagafterthe2005Cronullariots?Aretherestillexamplesofstrong(orevenweak)symbolsthatinvokesensesofcollectiveidentity,reverenceandpoliticalpassion,andthatiteratepoliticalaction?Politicalsymbolismhasoftenbeensetagainsttherationaldimensions
4、ofpoliticalprocessesandinstitutions.Attimesthishasmeantthattheanalysisofpoliticalsymbolismhasbeenseenasancillarytothe‘real’businessofpolitics—powerandinterests.Butisthisadequateinthecurrentimage-richageinwhichamongotherthingstherehasbeenamassivegrowthinthepr
5、ofessionalisationofpoliticalcommunication?Thispapersurveyskeytheoreticalresearchonthenatureofsymbolisminthepoliticalcontext.Itarguesforareconsiderationoftheroleofsymbolisminpoliticalanalysis.Inparticularitwillexaminemundaneformsofsymbolism,symbolicformsthatw
6、hileseeminglyinnocuousanduncontroversialcanentailstrongorsignificantmeanings.Thepaperwillcriticallyappraisehowadequatelyexistingpoliticalcommunicationtheorydealswithmundanesymbolism,andintheprocesssuggestnewwaystothinkabouthowgovernmentscommunicatewithcitize
7、ns.ThesethemesareexploredthroughAustralianfederalgovernmentadvertising,andinparticularthecaseofthe2004‘StrengtheningMedicare’campaign.IntroductionManyoftheoncecommonbadgesofBritishempirehaveslippedfrompublicviewinAustraliaoverthelasthalfcentury,removingovert
8、andoftengrandsymbolsofempire.Whilepoliticalsymbolsmaynolongerfeatureasprominentlyinthepublicdomainastheyoncedid,theburningofanAustralianflagafterthe2005Cronullariotsdemonstratesthatsomeformsofsy
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