Cilt 10 Sayı 76 (2022)

Araştırma Makalesi

Avrupa’da Göçmen Karşıtı Propaganda Afişleri: İsviçre Örneği

Yayımlandı 30.09.2022

Cilt 10 Sayı 76 kapak

Öz

Günümüzde sosyal, kültürel, siyasi ve ticari birçok alanda karşımıza çıkan afişler, tanıtıcı ve bilgilendirici işlevinin yanı sıra bir fikrin ya da inancın geniş kitlelere yayılmasında önemli rol oynar. Dikkat çekici görüntüsü ve ikna edici söylemi ile mesajı hızlı ve etkin bir şekilde hedef kitleye ileten afişler, insan davranışlarını yönlendirici bir etkiye sahiptir. Kitlelerle kurduğu doğrudan ilişki nedeniyle günümüzde çokça tercih edilen afişler, kamuoyunun dikkatini belli konulara çekerek farkındalık yaratan etkili bir propaganda aracına dönüşmüştür. Özellikle seçim dönemlerinde seçmenin politik tercihlerinde değişiklik yaratmak isteyen siyasi partiler, seçim kampanyalarında propaganda afişlerine sıklıkla yer verir. Seçmeni kendi siyasi çıkarları doğrultusunda, belli tutum ve davranışlara yönlendirmeye çalışan iktidarın ya da kamuoyunda görünürlük kazanmak isteyen muhalif kesimlerin, etkili bir siyasal iletişim aracı olarak kullandığı afişler, duygusal ve zihinsel yönlendirmeyle kitleleri harekete geçirme potansiyeli taşır.

2000’li yılların başlangıcından itibaren küresel bir kriz haline gelen “göç” olgusu, son yıllarda yoğun nüfus hareketlerinin yaşandığı Avrupa’da da siyasi tartışmaların odağı haline gelir. Özellikle popülist söyleme sahip aşırı sağ partiler, yürüttükleri seçim kampanyalarında göçmenler/yabancılar üzerinden kutuplaştırıcı/ötekileştirici görsel bir dil kullanır. Kamuya açık alanlarda paylaşılan siyasi propaganda afişlerinde, seçim malzemesi haline getirilen yabancılar üzerinden seçmen davranışları etkilenmeye çalışılır. Bu kapsamda değerlendirildiğinde, nüfusunun önemli bir kısmını yabancıların oluşturduğu İsviçre’de, aşırı sağ partilerin son yıllarda elde ettiği seçim başarıları dikkat çeker. Bu çalışma, İsviçre’de uygulanan göç politikalarına karşı kamuoyu desteğini artırmak için sistematik bir iletişim stratejisi izleyen İsviçre Halk Partisi’nin, seçim kampanyalarında kullandığı propaganda afişlerini grafik biçim ve içerik açısından ele alır.

Anahtar Kelimeler Propaganda afişi, grafik tasarım, göç, göçmen karşıtlığı, yabancı düşmanlığı, İsviçre

Abstract

Anti-Immigrant Propaganda Posters in Europe: The Swiss Case

Today, posters that appear in many social, cultural, political and commercial areas play an important role in spreading an idea or belief to large masses, as well as for promotion and information purposes. Posters that convey the message to the target audience quickly and effectively with their striking image and persuasive discourse also have a directing effect on human behavior. The posters, which are highly preferred due to their direct relationship with the masses, have turned into an effective propaganda tool that creates awareness by attracting the attention of the public to certain issues. Particularly during election periods, political parties that want to change the political preferences of the electorate frequently include propaganda posters in their election campaigns. The posters, which are used as an effective political communication tool by the government trying to direct the voters to certain attitudes and behaviors in line with their own political interests, or by the opposition groups who want to make their ideologies visible in the public, have the potential to mobilize the masses with emotional and mental guidance.

The phenomenon of "migration", which has become a global crisis since the beginning of the 2000s, has also become the focus of political discussions in Europe, where intense population movements have been experienced in recent years. Particularly, extreme right-wing parties with populist discourse use a polarizing/othering visual language over immigrants/foreigners in their election campaigns. It is tried to influence voter behavior through posters shared in public areas, which use foreigners as a propaganda object. When evaluated in this context, the electoral successes of the political parties, which represents the far right, in Switzerland, where a significant part of its population is composed of foreigners, draws attention. This study examines the propaganda posters used in the election campaigns of the Swiss People's Party, which follows a systematic communication strategy to increase public support for the immigration policies implemented in Switzerland, in terms of graphic form and content.

Keywords Propaganda poster, graphic design, migration, anti-immigration, xenophobia, Swiss

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Kaynakça

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