a study on the aesthetics and politics of charisma, ordinariness, and spectacle from the 2015 election advertising campaigns in the UK and Greece

This thesis seeks to explore the place and role of ideology in political communication under conditions of mediatization. Exploring the place of ideology, as I will argue, involves exploring the ways political meaning is produced through the mediatic practices of personalisation, conversationalisation and dramatisation, while exploring its role involves exploring the ways political power is exercised through these practices. Particularly, the thesis builds upon an analytics of mediatization according to which ideology lies in, the textually-discursively organised and ordered, performative capacity of mediatic practices to recall and rework institutional symbolisms from the past serving the institutional exercise of power in the present, or the recontextualizing dynamic of media performativity. To operationalise this analytical approach, the thesis employs a paradigmatic case study; the study of political advertisements produced by the two major political parties in Greece and the UK in the run-up to the January and May 2015, respectively, General Elections. The empirical analysis seeks to demonstrate that central to all the ideological mediatic practices is the fusion of the private with the public through different aesthetic regimes, such as the authenticity of charisma, the intimacy of ordinariness, and the ritualism of spectacle, each emerging invested with its own recontextualizing dynamic – the politics of mission, everyday life and belonging. Each, in other words, has its own capacity to emotive-cognitively and spatiotemporally rework institutionally symbolic meanings from the past enacting different forms of institutional agency (e.g. partisan or cross-partisan) and ordering (e.g. displacement, temporalisation or eternalisation) in the present. The overarching contribution of this analysis is to argue/establish that we cannot gain a full understanding of how political parties’ ideology is renegotiated nowadays without a critical interrogation of the recontextualizing dynamic of mediatic performances. Nor can we gain a full understanding of how parties and other political institutions ideologically deal with the pragmatic challenges of the present without a critical interrogation of the aestheticity and affectivity of (mediatized) political discourse.