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Negative campaigning on social media on the example of the Slovak Parliamentary elections in 2020
Tokarčíková, Zuzana ; Konrádová, Marcela (advisor) ; Shavit, Anna (referee)
The bachelor thesis focuses on the issue of negative political campaigns and their occurrence on social networks. The theoretical part of the work is devoted to defining the basic concepts that are mentioned in the thesis - political communication, political marketing, political campaign, political public relations and especially negative campaign and its specifics in the environment of social networks. At the same time, it presents the current state of regulation of specific social networks. In the practical part, the author examines through quantitative content analysis and comparison method negative posts on Facebook, which were part of the pre-election communication of political parties successful in the Slovak parliamentary elections in 2020. The aim was to find out to what extent successful parties used negativity in their election campaigns on selected social network and what the negative campaign was like. The research showed that negative posts accounted for more than a third of the total communication in the campaign, the most frequent target of negative campaigns was the SMER-SD party, there was slightly higher representation of negative issue appeals. Most of the posts contained factual criticism and videos clearly dominated. Research has also shown that the share of negativity...
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The analysis and comparison of the media response on the political campaigns of Miloš Zeman and Karel Schwarzenberg prior to presidential election in 2013
Ročková, Anna ; Halada, Jan (advisor) ; Moravec, Václav (referee)
This bachelor thesis deals with a media response to a presidential campaigns of Miloš Zeman and Karel Schwarzenberg as they were the two candidates of the second round in presidential elections. This media response is analysed in newspapers Mladá fronta Dnes, Hospodářské noviny, Lidové noviny, Právo and on internet portals iDnes, iHned, lidovky.cz. This presidential election took place in 2013 and it was historicaly the first presidential election when inhabitants of the Czech republic elected the president directly and that is why not only the selected media but also society took interest in such an occasion. With a certain time distance, this bachelor thesis rates how did media responded on the presidential campaigns of the candidates of the second round of this election and if it was more the printed media or the online reported about this presidential election. Another goal of this thesis is to find out whether any of those two candidates used a negative campaing against his oponent. The theoretical part deals with the terms used in the thesis, with the presidential election itself with biography of the candidates and of course with the media. The practical part contains the analysis of the media response of the selected media, the comparison of online and printed media and also the analysis of...
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Negative political campaign on example of the Czech parliamentary election 2010
Pavlů, Ondřej ; Dolanský, Pavel (advisor) ; Shavit, Anna (referee)
The diploma thesis "Negative political campaign on example of the Czech parliamentary election 2010" describes the concept of negative political campaign in both historical and theoretical context and afterwards it presents the concept in the Czech milieu on the example of Czech parliamentary election 2010. On the basis of primary literature is negative campaign defined and after that early examples in the United States of America and in Great Britain are described. Described are also reasons for its using, tactical functions, used techniques, the risks consequent upon its using as well as the academic studies, which are examining it. In the second part the context of development of negative campaign as well as the history of its using in Czech Republic are described and after that is negative campaign presented in details within the concrete case study of Czech parliamentary election 2010.
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