The expression of certainty and uncertainty in social communication campaigns

This study represents the final step in a wide research intended to compare the print, television and radio advertising campaigns on issues of racism and immigration, launched in Italy since 1990s. Verifying whether the communicative process, the linguistic and extra-linguistic features expressing the status of the foreigners, the kind of relationship between natives and non natives and the social roles assigned to immigrants in the social communication campaigns vary in accordance to the kind of the advertising agency (governmental/ non governmental/ private bodies), and to the Italian political context (left wing/ right wing) we determine the way the advertising agencies express the degree of certainty and uncertainty towards the message they are conveying to Italian hearers and readers.