Publisert av: ninasing | mars 11, 2010

A semiotic analysis of a political website

A possible lack of multimodatity on the website of the norwegian Pensionist Partiet (The Old Age Pensioners Party)


At the top of the page there are a collage of pictures, in the banner of the page. The pictures are put together i a collage, and the motifs on them are of people who are together and happy. They are hugging, holding hands and sitting close to each other on a bench. The pictures apeals to positive emotions, and they have connotations to soft values such as friendship, love and family.

The people in the pictures are older, or adults, but there is also a child there. But the collage shows no one that is of the ages between 10 and 35 in the pictures. Neither does it seem to be anyone of non-nordic orgin in the present. This is the case of all of the pictures in the site, as well as in the news articles further down the page.

Wrigting, language and font

«A promise given – is a promise held» says the text in the right corner of the web page’s banner, in norwegian. The whole page is in norwegian. The font is plain, without serifs, and it is quite easy to read. Most of the text on the site comes from other sources, but concerning subjects connected to the partys interests.

Moving tekst and newspaper articles

The site has one moving feature, the tekstbox on the right with links to different news paper articles. The movement is a bit uneven, and it does look a bit like the end titles of an old movie. It is also a bit simular to how you view the news on teletext. Theese features might be seen as references to other types of media.

An other and more clearly stated connection to other forms of media is the links to the newspapers. It might as vel have been connected to news on video, like links to NRK’s radio and tv broadcasts on the Internet, where there probably would bee some news information who could fit the site profile. But that is not the case, the main references are to newspapers, online and in paper.


The page has a white background, with blue and red details. The extensive use of the colours ligth blue and white, as background and in diffenret features, makes the colorscheme of the page quite calm. To the extent that one can talk about colours as a mode on this page, it is a mode that expresses traditional and national values. With the connotations of the red, white and blue.

Modes working together

The pictures at the top of the text and the news article texts on the page both talk about the responsibility and values of family, of taking care of each other, and about those who especially needs to be taken care of in society. In the pictures this lies implisitly in their content, while the texts speaks of pension, taxes and (in)justice. As an example you see the child in the picture and the article about how we need more nursing homes, to have room for more and more older people. The traditional form and colours of the site talks of the past rather then the future.


The whole page seems traditional and static, both in its apparence and in the content of the page. The slogan on the banner referes to traditional values. And its connotations visualy to teletext and paper newspapers. The topics of the news articles, and the themes of the pictures in the banner collages are fild with connotations to family.

The site seem to be focused on only a few different issues, specialy in the sites news sections. Some of theese issues are already mentioned, like taxes, pensions and nursing homes. The issues repeat them self in several texts om the site. As a pro this clearly states what the Party stands for, and what its main causes are. And retoricly this makes them easy to remember. The page seems to adress a quite stereotypical older person.

One explaintion for this might be that the site does not provide . Places like the local liberies has internet courses for older people, and internet users in their 60’s or 70’s are not unheard of. And the site might do well by taking a leaf out of Barack Obamas book and starting their own sosial network. Since there already is som many of these social networking sites for younger people.

The site remarks it self as relativly monomodal, in spite of some references to other modes of communication. But still the modes of text, colours ond pictures work together in forming a discours of people of people who have reached a certain age.

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