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Måla hela området rött - en studie av dörrknackning som retorisk situation

Painting the Canvass - a study of the rhetorical situation in door-to-door canvassing


  • Vanessa Marko

Summary, in English

This study examines the rhetorical situation of door-to-door canvassing through qualitative research interviews with partisan canvassers from the Social Democratic Party in Malmö, Sweden, with the theoretical framework of Lloyd F. Bitzer's "The Rhetorical Situation" (1968). The study concludes that door-to-door canvassing is situational in its form, and must therefore respond to audience and constraints, regardless of whether the exigence is "real" in relation to Bitzer or "created" in relation to his critic Richard E. Vatz (1973). Focal points for campaign strategists are data collection and audience segmentation, clear objectives, rhetorical training of canvassers, and visibility of the activity. Door-to-door canvassing is an increasing field method in Sweden, which could stimulate more research in a Scandinavian context, and have positive effects on the issue of declining voter turnout that exacerbates an already existing inequality in political participation that ultimately risks undermining democracy.


  • Master's Programme: Language and Linguistics
  • Rhetoric

Publishing year




Document type

Student publication for Master's degree (two years)


  • Languages and Literatures


  • Rhetoric
  • Canvassing
  • Door-to-door Canvassing
  • Field work
  • Political Campaign
  • Interviews
  • Rhetorical Situation
  • Bitzer


  • Anders Eriksson (Docent)