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Analysis of Bernie Sanders'Campaign in the 2020Democratic Party Presidential Primaries
 Shugaová, Jana ; Shavit, Anna (advisor) ; Koblovský, Petr (referee)
This bachelor's thesis analyses the electoral campaign of Bernie Sanders that took place before the US presidential primary election in 2020. Using qualitative analysis of several instruments of communication, this case study aims to determine whether the campaign targeted young voters and if so, whether the communication that targeted this group utilised the topic of democratic socialism. The first part of the thesis describes the electoral system of the United States and how its functioning influences the goals and specifics of marketing communication in electoral campaigns. The following part focuses on Bernie Sanders and his political career, from his political activism and involvement in communal politics to his rise as one of the most prominent personalities of the Democratic Party and his first presidential campaign in 2016. The second half of the thesis focuses on the analysis of several communication instruments used in Sanders' 2020 campaign and tries to determine whether this campaign targeted young voters to 30 years of age and whether the communication targeting this group stressed the idea of democratic socialism.
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