Political parties use different strategies to convince voters to vote for them, and with the technological evolution of our time short movie clips are used, now more than ever before, to accomplish these kinds of tasks. However, a political movie clip that separates itself from other political movie clips is Jimmie Åkesson – Snart är det val. This clip is not trying to persuade the voter to vote for the Sweden democrats because of their political plans, instead it tries to convince the voter of a threat that can destroy Sweden in the nearby future if the voter doesn’t vote for the Sweden democrats in the coming election.

This essay seeks to investigate how Jimmie Åkesson – Snart är det val constructs this threat, how the threat becomes realistic and in what ways the threat is used in the movie clip to convince the Swedish voter to vote for the Sweden democrats. To investigate this the essay uses a semiotic analysis to dissemble the movie clip in order to understand how the threat is constructed. Furthermore, rhetorical perspectives such as identification, visualizing rhetoric, ethos, pathos, logos and figures of style are used to discuss how the threat becomes realistic and how it is used to win votes.

The conclusion of the essay is that the movie clip constructs two different threats in two different realities by using semiotic resources such as fast shifting scenes, documenting images, music, sounds, environments, characters and a narrating voice in a projecting narrative. More specifically these resources create a true dark reality and a happy delusional reality. In these two realities, the two different threats are found. The first threat is the immigrants that are illustrated as an enemy that destroys Sweden and thus creates the true dark reality where the voters and the Sweden democrats also are illustrated. The other threat is other political parties in Sweden and the Swedish media because they are illustrated in the happy delusional reality and therefore can’t help the voter that is portrayed in the true dark reality. In that sense, the two threats are used to convince the voter to vote for the Sweden democrats because they are the only political party that is located in the true dark reality and therefore are the only ones that understand and can solve the problem that causes the true dark reality. Furthermore, these threats become more realistic by enforcing an emotion of fear for the true dark reality with semiotic resources and also by concretizing this reality with documenting images, characters and sounds. These threats also become more realistic because the semiotic resources create imagistic arguments that allows the mind to take shortcuts when conclusions are made.