정치인 선거 벽보의 시각적 프레이밍과 기호학적 특성 분석: 4·7 서울시 보궐 선거에 출마한 군소정당/무소속 여성 후보들과 역대 주요 후보들 비교

초록

In the 2021 Seoul mayoral by-election, a total of five female candidates ran, including the ruling party’s candidate as well as candidates from minor parties and an independent. This study visually analyzes how four minor party/independent female candidates presented themselves, based on gender role stereotypes, impression management theory, and visual semiotics. First, general characteristics of election posters from major presidential and Seoul mayoral elections were reviewed. Then, the posters of these four minor party/independent female candidates were examined in comparison with the ruling party's female candidate's poster. The analysis revealed that these candidates employed diverse and unconventional visual strategies in terms of camera distance, posture, gaze, gestures, facial expressions, layout, colors, and slogans, deviating from traditional election poster conventions. Their posters also differed from those of female presidential candidates. While largely embodying strong and autonomous masculine imagery, they naturally expressed femininity, and in terms of politicians’ visual framing, they exhibited a hybrid identity that was difficult to categorize as either an “ideal politician” or a “compassionate grassroots activist.” Additionally, new communication methods were observed, such as incorporating QR codes, hashtags, and abbreviated slogans. Overall, their bold and distinctive visual expressions reflected the perceptions of the young female voters they aimed to target.

키워드