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Campaigns of fear and hope

Campaigns of fear and hope

Alfred Lela

Lulzim Basha has chosen hope as the leitmotif of the campaign. Edi Rama fears. The first tells us that with it Albania enters Europe, the family is strengthened, the economy is repaired.

The second shows us that without it things will get worse and worse. To illustrate this, he offers images, according to him, of an apocalyptic quartet Berisha, Meta, Kryemadhi and Basha. The latter simply in the role of a clown.

In terms of communication, election campaigns are always like that. One side offers the hope of change and the other the fear of the opponent coming to power.

The most famous and symbolic advertisement of the fear campaign is that of Lyndon Johnson in 1964.

Known as the ‘Sunflower’, in less than a minute it illustrates what would happen to America if a Republican like Berry Goldwater were to win the White House.

The film material closes with an atomic bomb explosion. The message is clear: choose peace instead of war.

In a way, this is Rama's message that portrays his opponents as 'nuclear'.

It must be said that the image that Rama offers to his opponents blows up not only political rivals, but also the idea of ​​alternative.

The Prime Minister says himself: we are not the best, but there is no better than us. Through the codes of this message, Rama intends to empty the playing field of hope by planting it with fear.

The least he says is: how can you hope for the past when it has to do specifically with the future?

Which will people choose, fear or hope?

No one can say for sure, because both are strong emotions.

But, according to communication experts, one thing is for sure, between routine and spectacle people prefer the latter.

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