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National Repository of Grey Literature

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The use of negative campaigning in the communication of selected candidates for the office of the President of the Czech Republic on the social networks Facebook and Twitter Gelnar, Matyáš ; Rosenfeldová, Jana (advisor) ; Konrádová, Marcela (referee) This thesis examines the use of negative campaigning in the communication of selected presidential candidates on the social networks Facebook and Twitter. The aim of the thesis was to find out how much negative campaigning was present in the published posts of the social networks. The chosen research method is quantitative content analysis. For purpose of this analysis, the time period from one calendar month before the first round of the presidential election to the day of the of the second round of the presidential election was set out. The analysis examined published posts of 3 candidates, who according to the election model of Data Collect and Kantar CZ, had the highest percentage chance of advancing to the second round of the election of the President of the Czech Republic. They were Petr Pavel, Andrej Babiš and Danuše Nerudová. The subjects of the analysis were, for example, the time distribution of individual posts, the use of the negative campaigning and the number of likes. The results of the analysis showed that negative campaigning was a certain part of the pre- election communication on the social networks of each candidate, but differences could be observed in the extent of its use. The analysis also showed that posts with negative campaigning were more popular on social media only for... Detailed record

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4	Gelnar, M.

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