First ILS talk on audiovisual multimodality

Dr. Thomas J. J. Scherer, academic assistant at the Viadrina and within the EU-Horizon project „MORES - Moral Emotions in Politics“ gave an eye-opening talk on how audiovisual campaign videos aim at persuading their audience by appealing to ‚The Common Good‘. He exemplified his argumentation on the occasion of referendums on same-sex partnerships and how they strategically constellate ideals of civic and domestic community.

In his lecture „Manufacturing Communality? Audiovisual Appeals to ‚the Common Good‘, Dr. Thomas J. J. Scherer demonstrated how three common strategies evoke communality in social and political advertising: appeals to shared feelings, evocations of shared historical imaginations, and the staging of temporally unbounded communities. The intriguing finale was an advertisement video of finishing smoking - "The FInishers 2.0" - that revealed how easily spectators fall into the trap of audiovisual campaign videos. We thank Dr. Scherer for this exciting talk!

Thomas Scherer during his lecture

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