«गरिमा» से «भाड़ में जाएँ वे» तक — चिली के संवैधानिक जनमत-संग्रहों के टेलीविज़न अभियानों में बदलती चुनावी अपीलें
सारांश
«गरिमा» से «भाड़ में जाएँ वे» तक — चिली के संवैधानिक जनमत-संग्रहों के टेलीविज़न अभियानों में बदलती चुनावी अपीलें
सारांश
लातिन अमेरिका के कई लोकतंत्रों में राजनीतिक दलों की कमज़ोरी, संस्थाओं के प्रति व्यापक अविश्वास और राजनीतिक अभिजात वर्ग के प्रति बढ़ती नाराज़गी चुनावी संचार को कठिन बनाती हैं। पिछले अध्ययनों ने इन परिस्थितियों के कारणों की पड़ताल की है, जबकि चुनावी संदेशों पर इनके असर को कम समझा गया है। यह लेख चिली के तीन संवैधानिक जनमत-संग्रह अभियानों के टेलीविज़न विज्ञापनों का विश्लेषण करता है और उन्हें तैयार करने वाले रचनात्मक तथा राजनीतिक दलों के सदस्यों से शोध के लिए लिए गए साक्षात्कारों का उपयोग करता है। इसमें विरोधी पक्षों द्वारा उठाए गए मुद्दों और उनकी दल-आधारित, नीति-आधारित, सामान्य तथा भावनात्मक अपीलों की तुलना की गई है।
दलगत संदेशों के अभाव में अभियानों ने शुरुआत में नीति-आधारित अपीलों का सहारा लिया। बाद में वे अधिक सामान्य अपीलों की ओर बढ़े और अंततः उन्होंने राजनीति-विरोधी संदेश अपनाए। विश्लेषण इस बदलाव को मतदाता आधार के विस्तार और संविधान सभा के प्रति बढ़ते अविश्वास से जोड़ता है। अध्ययन में यह भी पाया गया कि यथास्थिति के पक्षधर अभियानों ने बदलाव की वकालत करने वाले अभियानों की तुलना में नकारात्मक भावनाएँ जगाने वाली भाषा का अधिक इस्तेमाल किया। निष्कर्ष बताते हैं कि मतदाता आधार और संविधान बनाने वाली संस्था के प्रति विश्वास में बदलाव से मतदाताओं को लामबंद करने के लिए इस्तेमाल की जाने वाली भाषा कैसे बदल सकती है।
मुख्य शब्द — चिली, संवैधानिक जनमत-संग्रह, टेलीविज़न पर चुनावी विज्ञापन, भावनात्मक अपीलें, राजनीति-विरोधी संदेश, संस्थागत अविश्वास।
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