השתקה וחיזור אחר קול הבוחר: פוליפוניה בסרטוני התעמולה של הימין החדש

In preparation for the April 2019 Knesset elections, the "New Right" party, led by Naftali Bennett and Ayelet Shaked, integrated in its campaign a series of TV ads based on media genres not necessarily affiliated with political propaganda, under the slogan "Shaked will win the Supreme Court, Bennett will beat Hamas". These videos caused a stir all around the country. Two of the most memorable videos are "Goodbye Song" and "Fascism by Ayelet Shaked".We propose to consider these videos as a representation of a polyphonic mechanism, in which different voices, both expressed and muted, meld together what the addressees interpreted as an array of contradictions. We examine the meaning of this particular mechanism, precisely because of the uncommonness of campaign ads built in the form of entertainment genres (a video clip for the "Goodbye song") or commercial ads (a perfume commercial ad, in the case of “Fascism, by Ayelet Shaked") in order to design and promote political agendas. We also explore how the polyphonic mechanism contributes to the creation of a gap between the video makers' original intention and the reception of the ads by addressees from all across the political spectrum.