ANALYSIS OF ELECTORAL SLOGANS IN THE 2025 GERMAN PARLIAMENTARY ELECTIONS
DOI:
https://doi.org/10.29038/2524-2679-2025-02-81-92Keywords:
parliamentary elections, Germany, campaign slogans, populism, political technology, political rhetoric, political parties, communication, CDU, SPD, AfDAbstract
The 2025 parliamentary elections in Germany are unfolding against the backdrop of numerous internal and external challenges: the aftermath of the pandemic, eco- nomic turbulence, the growing influence of right-wing populist forces, the energy transition, and Germany’s active involvement in the international response to the Russian-Ukrainian war. In this context, party campaign slogans serve as signifi- cant markers of political positioning and strategies for voter mobilization.
The aim of this study is to analyze the content, rhetoric, and communicative orientation of the slogans used by major German political parties during the 2025 election campaign.
The research is based on analytical reports, publications from leading media out- lets, as well as official party platforms and press releases.
The analysis reveals that the core slogans reflect aspirations for renewal, stability, and the strengthening of Germany’s international role. The CDU/CSU employs the slogan “Forward Again” (Wieder nach vorne), which appeals to a return to strong leadership. The SPD emphasizes social justice and solidarity. The Greens highlight the energy transition and climate responsibility. At the same time, right- wing populist rhetoric intensifies in the slogans of the Alternative for Germany (AfD), which focuses on themes of migration, security, and national sovereignty. The 2025 election slogans indicate an attempt by political actors to formulate effective responses to contemporary challenges. They reflect divergent visions of Germany’s future – from progressive, pro-European perspectives to defensive nationalism.
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