Reproductive rights and the recontextualization of abortion: a multimodal analysis of ballot initiatives in the US

The overturning of Roe v. Wade and resulting abortion bans in the United States have led to dire consequences for women. Case in point, in 2024, ballot initiative 434, which proposed an existing 12-week abortion ban to be enshrined in the constitution, passed in Nebraska. This was despite previous polls showing most Nebraskans did not support it. The present paper examines the initiative’s promotional materials to explore which strategies may have contributed to the victory of 434 over 439, and what discourses were drawn on and reproduced during the campaign. Drawing on (feminist, multimodal) critical discourse studies, the author analyzed 22 promotional materials related to ballot initiative 434 using one of them to illustrate patterns in the data. Findings reveal various far-right populist strategies involved in recontextualizing abortion through transformations such as deletions, substitutions, and additions. The author concludes by raising awareness about recent trends in far-right populist discourse and campaign strategies and suggesting strategies for counter discourse.