"The end is near": Negative attitude and fear in political discourse

Francisco O.D. Veloso, Dezheng Feng

Research output: Chapter in book / Conference proceedingChapter in an edited book (as author)Academic researchpeer-review

2 Citations (Scopus)


Discourse is a constitutive element of politics as a social practice. This chapter analyzes a political propaganda video released during the 2010 presidential election in Brazil during the final week of the run-off between Dilma Rousseff and José Serra. We employ the appraisal system (Martin and White, 2005) to investigate the language used in the video voice-over aimed at persuading people not to vote for Rousseff. The study reveals the discursive construction of a political struggle in Brazil and provides a methodological model for the systematic analysis of public discourse and language structure. Language, supported by other available semiotic resources, is deployed to represent a possible victory by Dilma Rousseff which invokes fear from the audience through negative attitudinal meanings. That benefits her political opponent, José Serra, who emerges from the narrative as the viable choice for the run-off.

Original languageEnglish
Title of host publicationDiscourse Approaches to Politics, Society and Culture
PublisherJohn Benjamins Publishing Company
Number of pages16
Publication statusPublished - 1 Jan 2018


  • Appraisal theory
  • Attitude
  • Brazil
  • Critical discourse analysis
  • Fear
  • Political discourse

ASJC Scopus subject areas

  • Gender Studies
  • Social Psychology
  • Communication
  • Language and Linguistics
  • Sociology and Political Science
  • Linguistics and Language


Dive into the research topics of '"The end is near": Negative attitude and fear in political discourse'. Together they form a unique fingerprint.

Cite this