PROPAGANDA IN AIADMK'S 2021 CAMPAIGN SONG: A MULTIMODAL DISCOURSE ANALYSIS

Abstract

Campaign songs have long been utilized to communicate political parties’ ideas and promote unity, particularly in the political landscape of Tamil Nadu. However, recent election campaigns have leveraged advancements in technology and innovative multimedia marketing techniques, giving campaign songs a distinct significance for shaping public opinion and swaying voters. This study examines the campaign song “Thodarattum Vetrinadai Endrendrum Eratailai” (May the success continue forever for two leaves) released by the All-India Anna Dravida Munnetra Kazhagam (AIADMK) party during the 2021 Tamil Nadu state legislative election. Employing multimodal discourse analysis and Kress and Van Leeuwen’s visual grammar, the research analyzes the song’s content to identify the presence of propaganda techniques. The study reveals that Bandwagon, Plain Folk, and Card Stacking are prominent propaganda tools employed in the song. Furthermore, the visual grammar analysis unveils the strategic use of visual elements in the video that synchronously aligns with the party’s campaign objectives.