SecondThere are many phrases that are necessary for politicians political campaign belong. For example, “sustainability” or “set an accent”, “make yourself honest” or “stability” are always popular. Perhaps one of the most beautiful hits is a different word: “modern”. Politicians want to “shape modernity”, formulate “modern policies”, and create a “modern tax system”-modern and always effective.
Because those who promise modernity can be innovative and fearless, while at the same time distinguishing themselves as much as possible from the old-fashioned botched legislative period of the past (even if the government is part of the party’s responsibility). In addition: who would oppose politicians advancing with the times, adapting to new things, not looking back, but only looking forward to a brighter future full of hope at any time, for the citizens of this country, my name?
In the current campaign, the term “modern” and its close relative “change” also play an important and perhaps decisive role.CDU Prime Minister Candidate Armin RascheltSome people just called for the rejection of polarization, which was considered out of place, and the “decade of modernization” was announced not long ago. Raschelt’s favorite opponent, Markus Söder, also thanked Raschelt for running for prime minister “with young people, modern people, and those who are looking for the future” after the power struggle with Raschelt. -This is of course the biggest rhetorical foul, because the information itself is for the Södersche relationship to be established with a gavel: if only himself, Söder, dealing with modern, young and future-oriented people-what does Laschet stand for? Especially because the question is what should “modern” mean: completely different from before? A cautious evolution that can retain old-fashioned views, but will not overwhelm anyone with rest? Regarding the politics formed before Election Day, what does it actually mean when “modern” politics only begins after Election Day?
You may find this small semantic digression is a kind of quibble, but it is very important. Because it shows that the messages sent by politicians during the campaign do not only contain the factual content of their campaign plans. The impression that candidates leave on voters is more or less caused by subtle signals. As communication studies have shown, a politician who repeatedly repeats the word “modern” unknowingly associates with the modernity of the voters-in an exciting way, even if the voters have long understood the term In essence, this is usually meaningless and has proven to be the latest analytical understanding. Conversely, this is one of the reasons why political terms will not disappear.
Body language is also more useful than some people think-therefore, a well-trained candidate will not walk without first thinking about where to look, when to smile, how to smile, and what to do with your hands. Podium.Is a legend Angela Merkel “Rhombus”, when she had to stand somewhere, she changed to “diamond” after she didn’t know how to deal with them at first. The pressed fingertips have become her hallmark-and also a verbal symptom of the tentative consensus policy, because some people will quickly sneer. On the other hand, in the current campaign, just like Helmut Kohl in 1998, a political era was once again ended. Given the epoch-making challenges such as the corona and the climate crisis, gestures and fearless energy are the measure of everything. Standards.
