Komparativní analýza kampaní Progresivního Slovenska do parlamentních voleb 2020 a 2023

Štefunko, Juraj

Bachelor thesis deals with a comparative analysis of the election campaigns of the Progresívne Slovensko movement in the 2020 and 2023 parliamentary elections. The main objective of the thesis is to identify the key strategic and communication changes the movement implemented following its unsuccessful election result in 2020, and to analyze the factors that determined its success in 2023. The theoretical framework is based on the concepts of political marketing, the market-oriented party, and the theory of party novelty. Methodologically, the thesis is designed as a qualitative case study utilizing a within-case comparison approach. The primary source of empirical data consists of five semi-structured elite interviews with key actors of the movement and campaigns, which are complemented by an analysis of internal document. The research results reveal a significant shift in the professionalization of the campaign, an adjustment of the communication tone towards moderation and expertise, and a strategic redefinition of voter targeting. The thesis confirms that the electoral success in 2023 was the result of an effective process of organizational learning and the movement's ability to adapt its political supply to the electorate's demand for stability and competence.

guest :: login Digital Repository
		Search		Submit		Help		About