Političko predstavljanje i politički marketing tijekom hrvatskih parlamentarnih izbora 2016. - Izborna kampanja na Facebooku

master's thesis

• Title (english): Political representation and political marketing during the Croatian parliamentary electrins in 2016.
• Author: Vedrana Čude
• Mentor: Nada Zgrabljić Rotar (mentor)
• Committee member: Ljubica Josić (predsjednik povjerenstva)
• Committee member: Matilda Kolić Stanić (član povjerenstva)
• Committee member: Nada Zgrabljić Rotar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2017-04-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Društvene su mreţe postale neizostavan element političkog predstavljanja, marketinga i komunikacije u vrijeme izbornih kampanja. Facebook posjeduje veliku i rastuću bazu korisnika i golemu marketinšku moć. Model jednosmjernog komuniciranja u marketinškoj komunikaciji na Facebooku sve više gubi svoju vrijednost. Facebook, ako se prepozna njegova interaktivna svrha postojanja, moţe doprinijeti uspostavljanju odnosa dvosmjerne komunikacije političara i graĎana. Rad se bavi ulogom koju je Facebook imao u političkom predstavljanju i političkom marketingu u vrijeme izborne kampanje izvanrednih parlamentarnih izbora 2016. godine. Metodom analize sadrţaja provelo se kvantitativno istraţivanje interakcije političara i korisnika putem objava i reakcija na Facebook-profilima kandidata za mjesto premijera. PotvrĎeno je da kandidati najčešće objavljuju fotografije; da se na njima podjednako prikazuju u sluţbenom i nesluţbenom svjetlu; da objave koje su isključivo reklamne ne objavljuju često; da ne potiču demokratski dijalog, nego ga čak pokušavaju ograničiti; da se komunikacija od strane korisnika na profilima kandidata odvija u pozitivnom tonu te da se način upotrebe Facebooka među kandidatima bitno ne razlikuje.

Abstract (english)

Social networks have become an essential element of political representation, marketing and communication with voters during election campaigns. Facebook has huge and growing user base as well as considerate marketing power. One-way communication is losing its value in marketing efforts on Facebook. If its interactive purpose is recognized, Facebook can contribute to establishing a political two-way communication relationship. The research focuses on the role that Facebook has in election campaign for parliamentary elections in 2016. Conducted research is using quantitative content analysis on Facebook profiles of candidates. Results say that candidates mosty communicate with voters with photos; that they equally present themselves in official and unofficial way; that advertising content is not frequent; that candidates do not encourage democratic dialogue, even try to limit it; that users communicate with candidates on a positive note and that the method of use of Facebook between the candidates does not differ greatly.

• Keywords: izborna kampanja; društvene mreže; politički marketing; Facebook; političko predstavljanje
• Keywords (english): election campaign; social networks; political marketing; Facebook; political representation
• Language: croatian
• URN:NBN: urn:nbn:hr:111:835231
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2017-05-02 12:31:42