| Abstract [eng] |
An object of this research is far right political parties communication. A goal of this research – evaluate/asses the role of ideology in far right political parties communication. The tasks for this research are: to define the concept and functions of ideology in the communication of political parties; to discuss what political parties communication is and the role of ideology in this context; evaluate/asses whether the far right political parties’ communication is based on the concept of quasi-ideology. Analysis of scientific literature, analytical work and study on the basis of academic reference and a descriptive study methods has led to two conclusions. The first relates to the radical right "ideology of the deficit." The research shows, that they are united by a common image and communication methods, not programme policies or ideology. This is due to discredited historical roots of far right political parties and the tendency to “borrow” ideological elements of the other party families in the context of cultural and socio-economic dimensions. As far right political parties do not have strong programme “spin”, a “lowest common denominator” is used to identify the ideological attitudes of this party family. However, comparison with the populist parties’ communication strategy reveals, that the “lowest common denominator” is rather concerned with how the party communicates, nor with what they communicate. The Austrian far right political parties programmes’ analysis noted that both parties are much closer to the political center than the ideal far right political preferences model predict. Second, the structure of parties election communication shows, that ideology is a communication tool rather than element of political identity. Programmes do not cover the core principles that would enable to treat parties as possessing clear ideology. However, both political parties could be considered as excellent example, how to fulfill the functions of ideology, as it is interpreted in the communication theories. |
