A Lanquage of political Advertising as the Component of Democratisation of Society and Marketingsation of Politics in the 90´s of the 20th Century.
|Citation||ŠOLTYS, Otakar. A Lanquage of political Advertising as the Component of Democratisation of Society and Marketingsation of Politics in the 90´s of the 20th Century. Acta Musei Nationalis Pragae – Historia litterarum Prague: National Museum, 2008, 53(1-4), 75-79. ISSN 0036-5351. Also available from: https://publikace.nm.cz/en/periodicals/acta-musei-nationalis-pragae-historia-litterarum/53-1-4/a-lanquage-of-political-advertising-as-the-component-of-democratisation-of-society-and-marketingsation-of-politics-in-the-90s-of-the-20th-century|
The communicative situation in the political discourse was under the influence of the Soviet paradigm in the Czech Socialistic Republic over fifty years. The political advertising had had all the features of the mono–partisan leadership, of showing and revealing of planned “light full futures” of the socialist country and its people. The main opposition was not partisan one but the socialism contra capitalism, the paradigm of peace and cooperation among nations contra the paradigm of war and exploitation. This construction of world in this manner covered two full generations of the Czech people, who cognize this construction of media discourse as a inborn. The paradigm change in 1989 was accompanied by the myth of return (Back to the Europe) and the myth of freedom regained (Democracy and freedom of speech and motion).