Politics of the Low Countries

Article

Populism as a Visual Communication Style

An Exploratory Study of Populist Image Usage of Flemish Block/Interest in Belgium (1991-2018)

Keywords Populism, image use, visual style, campaign, posters, visual, Flanders, populist right, Belgium
Authors Kevin Straetemans
Author's information

368797 Kevin Straetemans
Kevin Straetemans attained a Master’s degree in Political Sciences at the Vrije Universiteit Brussel in 2018. He is currently pursuing an Educational Master in Social Sciences at the same university. His research interests are political parties, elections, extremism, propaganda and political communication.
  • Abstract

      This article analyses the visual communication of the Flemish populist right-wing party Vlaams Blok/Vlaams Belang, and investigates whether or not the party uses a specific populist communication style in its campaign posters, whether or not its visual style evolves over time and how the party distinguishes itself from other (right-wing) parties in its use of images. To do this, the image use will be compared with the CVP/CD&V and the Volksunie/N-VA. This use of images will be investigated by analysing election posters from 1991 to 2018. The analysis shows that there is indeed a ‘populist visual style’. These items consist mainly of (negative) metaphors, false dilemmas, caricatures and the use of so-called ‘agonic’ visual techniques.

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