Političke kampanje MOST-a na društvenim mrežama

master's thesis

• Title (english): Political campaign of MOST on social networks
• Author: Kata Aničić
• Mentor: Jelena Jurišić (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Matilda Kolić Stanić (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2017-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Politička komunikacija u današnje vrijeme napreduje zajedno s razvojem tehnologije. Moderne izborne kampanje prepoznale su prednosti novih medija i potencijal interneta pa su danas internet i društvene mreže preuzele važnu ulogu u odnosu između birača i političara. Koristeći se analizom sadržaja na službenom Facebook i Twitter profilu jedne od najmlađih stranki u Hrvatskoj, stranke Most nezavisnih lista, te prateći literaturu o suvremenim političkim kampanjama, ovaj rad otkriva kako je izgledala komunikacija navedene stranke s njenim biračima. Isto tako, uz pomoć intervjua s izvorom iz središnjice Mosta, u ovom se radu doznaju informacije iz prve ruke o korištenju modernih platformi u svrhu promidžbe stranke i poboljšanju rezultata na parlamentarnim izborima. Zbog specifične situacije u Republici Hrvatskoj nakon parlamentarnih izbora u studenom 2015. godine došlo je do pada Vlade u lipnju 2016. godine i ponovljenih izbora u rujnu 2016. Stoga su u ovom radu analizirane predizborne kampanje i 2015. i 2016. godine. Iako je razmak između kampanja svega nekoliko mjeseci, konačni ishod se uvelike razlikuje, što potvrđuju i rezultati ovog istraživanja. Rezultati istraživanja isto tako potvrđuju kako se još uvijek ne koriste prednosti interneta, poput dvosmjerne komunikacije političara i građana, koje bi zasigurno pomogle u ostvarenju boljeg imidža stranke, a time možda i boljeg izbornog rezultata. Ono što je potvrđeno ovim radom jest činjenica da dobro isplanirana izborna kampanja, koja pridaje važnost društvenim mrežama i internetu, može potaknuti birače da djeluju.

Abstract (english)

Political communication is advancing along with technology development. Modern election campaigns have recognized the benefits of new media and all potentials that internet has. Therefore, in a modern world the internet and social networks have taken on an important role in the relations between politicians and their voters. This paper reveals the methods that show how one of the youngest parties in Croatia, called Most nezavisnih lista, communicates with voters using the analysis of the content on the official Facebook and Twitter profiles accompanied by the literature on contemporary political campaigns. In addition to that, in this paper we found out firsthand information about using modern platforms for the purpose of party promotion and improvement of results in parliamentary elections. Due to the specific situation in the Republic of Croatia after the parliamentary elections in November 2015., there was a collapse of the Government in June 2016. and the elections repeated in September 2016. Therefore, this paper analyzed both campaigns, the one in 2015. and the one in 2016. Although the distance between the campaigns is only a few months, the final outcome varies widely, which was confirmed by the results of this research. The research results also confirm that the benefits of the internet are still not completely used. For example, the two-way communication between politicians and citizens, which would surely help to achieve a better image of the party, and thus better election results, is still ignored by the politicians. This graduate thesis confirms that a well-planned electoral campaign that attaches importance to social networks and the internet can encourage voters to act.

• Keywords: politička komunikacija; internet; politička kampanja; kampanja na internetu; društvene mreže; Facebook; Twitter; Most nezavisnih lista
• Keywords (english): political communication; internet; social media; political campaign; online campaigns; social media; Facebook; Twitter; Most nezavisnih lista
• Language: croatian
• URN:NBN: urn:nbn:hr:111:500938
• 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: 2017-10-25 11:04:23