A Content Analysis of Image Restoration in Northern Ireland: Public Communication Strategies of Political Parties

Abstract

This case study applies image restoration theory to a content analysis of speeches and articles by the leaders of two Irish political parties, Sinn Fein and the Ulster Unionist Party (UUP). Specifically, it investigates how each party promoted its image through use of peaceful and antagonistic language from the signing of the Good Friday Agreement in April 1998 to its suspension in February 2000. This case study found that the UUP used more peaceful and more antagonistic language than Sinn Fein, that Sinn Fein used more image-promoting language than UUP, and that Sinn Fein's use of antagonistic tones increased from the beginning to the end of the period in question.