ABSTRACT
This chapter focuses on analytical approaches but takes a step forward, while comprising political iconography as a method of interpreting visual representations. The multi-method approach attempts to shed additional light on discursive and visual representations of right-wing populist politics and related strategies, taking Islamophobia as an example. The chapter explores relevant textual and particularly visual material using a mix of methods including qualitative content analysis, discourse analysis and especially analysis of metaphors and political iconography to overcome the restrictions conventional research designs imply. While qualitative content analysis, discourse analysis and the analysis of textual metaphors are also applied to the investigation of political advertisements launched by right-wing populist/extremist political parties and initiatives in the three countries included, the chapter puts the emphasis on the political iconography approach. The Swiss Schweizerische Volkspartei (SVP, Swiss People's Party), a long-time member of the Swiss federal government, succeeded in attracting votes by means of adopting an anti-immigration and at the same time Islamophobic strategy.
