This book presents a new approach to comparative politico-linguistic discourse analysis. It takes a transdisciplinary stance and combines analytical tools from linguistic discourse analysis (keywords, metaphors, argumentation, genre) and political science (political culture, comparative politics, ideologies). It is comprehensive in its introduction of approaches from the German tradition of politico-linguistics. This tradition has not, thus far, been accessible to a non-German speaking readership and hence the volume adds insights into the mechanics of political discourse from a diverse set of viewpoints.
The book analyses the modernisation discourses in social democratic parties in Britain and Germany between 1994 and 2003, a project that was named ‘Third Way’. It demonstrates how political language and political culture are related and how politicians will adapt a global ideology to local political circumstances in order to convince the electorate. At the same time, the book presents new insights into the German political culture and the version of Third Way discourses in the Social Democratic Party of Germany (SPD) under the leadership of Gerhard Schröder which have played a key role in shaping current political discourse in Germany. It concludes with a model for the study of political discourse which makes the work relevant to scholars in Social Sciences and beyond.