Communicating Values in Political Campaigns: An Analysis of Polish Candidates’ Rhetoric in the 2024 European Parliament Elections

Abstract

This article is grounded in the hypothesis that political communication is fundamentally shaped by values. Whether acknowledged or not, individuals are consistently situated within a framework of values. The central research questions for this study relate to the purpose, development, and communicative functions of values. To address these, we conduct an analysis of the philosophical and communicative dimensions of values in the pre-election messages for the 2024 European Parliament elections in Poland, focusing on leading representatives (from Lesser Poland) of the major Polish political parties.