Politiikka pois politiikasta? : intuitionvastainen symboliikka vaalimainonnassa

Authors

• Juri Mykkänen

Abstract

In this article we develop a cognitive analysis of political symbolism. On the basis of cognitive theories of signification, we criticize the so-called semiological theories of symbolism. In our view, symbols are not signs to be read. In fact, we argue that there is no distinct category of sym­bols at all. Instead, symbolism is a mental process in which incomplete representations are com­plemented and their relevance in a given context is recognized. We are particularly interested in counterintuitive pictorial elements in political advertisements and the ways they are symbolically processed. We argue that the efficacy of political symbolism is achieved by recognizing the ab­sence of politics in such representations. Politics is subsequently reinserted in the pictures through the symbolic process. We make a distinction between two kinds of political symbolism, based on direct and indirect use of counterintuitive elements. We also discuss the cultural status of counterintuitive advertisements and contrast them with the more properly fictional representa­tions and representations coupled with strong supernatural beliefs. Paradoxically, our rationalistic culture encourages the use of symbolic representations.