Croucher，rethinking political symbolism.pdf

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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