Party Propaganda in Motion: Finland 1954–1991

This study addresses itself to the election campaigns of political parties in Finland and the changes which have taken place over time. Political parties are no longer strictly defined by ideology-rigid class structures have disappeared; and the primary hypothesis is that the parties have grown increasingly similar with respect to propaganda techniques and voter orientation. The empirical data in this study are based on the election platforms and campaign posters of the four largest parties in preparation for the parliamentary elections of 1954, 1966, 1975, 1987 and 1991. In order to elucidate the election propaganda of the political parties even further, a partial examination has been made of election campaign advertising by individual parties and candidates in four political affiliated newspapers as well as in an independent daily newspaper.
The primary hypothesis is clearly supported by this research: political parties have structured their rhetoric to appeal to all voters as opposed to having earlier directed their message to a traditional voter class/category, such as farmers, manual workers and white collar workers. The Communist party platform of 1975, which displayed a high degree of class/category specific orientation, constitutes an exception from this rule. The use of offensive propaganda has decreased, but there are exceptions from this rule as well. This article serves as a summary of the main findings of my licentiate thesis in political science at the Abo Academy University.