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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...
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Comparing negative political advertising on social media in the USA and the UK with regard to voter protection
LaGrange, Vanessa ; Shavit, Anna (advisor) ; Konrádová, Marcela (referee)
This thesis examines the issue of negative political advertising on social media in the United States and the United Kingdom. Furthermore, it focuses on describing the current legislative situation in both countries regarding the regulation of online political advertising and voter protection. Through two case studies of campaigns on the social network Facebook, the author examined negative messages of the Conservative Party in the UK parliamentary elections of 2019 and negative messages of Donald Trump in the US presidential elections of 2020. In the practical part, the author compared the use of negative political advertising in both countries and presented the shortcomings of the legislation governing political advertising, which manifested themselves in the selected election campaigns.
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Contemporary forms of negative political campaigning in the United States of America: The Case of Donald Trump's presidential campaign of 2016
Kolská, Martina ; Šafařík, Petr (advisor) ; Szobi, Pavel (referee)
In the last few decades, political marketing experienced a major shift in professionalization. In the past, the communication and marketing strategy was an advantage for political subjects. Today, however, it is an inseparable part of a political process. The thesis deals with the problematics of negative campaigning. It covers its historical development and contemporary form in the United States of America. Negative campaigning is an integral part of every more significant political struggle for power. Besides the historical and political contexts the author of the thesis pursuing professionalization of campaign strategies, technology development, and its influence on the campaigning and the overall changes that are shifting the political marketing field in past years. The last presidential campaign of the year 2016 resulted in the election of Donald Trump a president. The author was examining the negative statements from Twitter, presidential debates, and campaign rallies. By conducting semiotic and discourse analysis of selected statements of Donald Trump from the year 2016. The author focused mainly on the linguistic and content side of the statements. Afterward, she put it in the contexts with the whole campaign.
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Negative campaigning in 2020 Czech senate elections. Jan Grois case study
Batala, Vít ; Konrádová, Marcela (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on the issue of negative campaigns in the Senate elections in the Czech Republic. In the theoretical part, the author describes the basic concepts of political communication, political marketing, and negative election campaigns. In the following section, the goal was to describe the specifics of senate elections in general and at the level of the Czech Republic. The methodological part describes case studies and why it has been used. The author used a questionnaire survey to collect the data. The next part of the thesis defines the main research and secondary research question, which aims to explain the unsuccessful campaign. The exploratory part is devoted to the description of the constituency from sociodemographic data. It then describes the main program priorities of the candidates. Special attention is then paid to the campaign of Jan Grois, the candidate who used the practices of this campaign before the second round. In the last part, the author analyzes the data from the questionnaire survey and answers research questions. The research shows that the negative campaign did not meet its expectations and turned against Jan Grois himself.
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Contemporary forms of negative political campaigning in the United States of America: The Case of Donald Trump's presidential campaign of 2016
Kolská, Martina ; Šafařík, Petr (advisor) ; Szobi, Pavel (referee)
In the last few decades, political marketing experienced a major shift in professionalization. In the past, the communication and marketing strategy was an advantage for political subjects. Today, however, it is an inseparable part of a political process. The thesis deals with the problematics of negative campaigning. It covers its historical development and contemporary form in the United States of America. Negative campaigning is an integral part of every more significant political struggle for power. Besides the historical and political contexts the author of the thesis pursuing professionalization of campaign strategies, technology development, and its influence on the campaigning and the overall changes that are shifting the political marketing field in past years. The last presidential campaign of the year 2016 resulted in the election of Donald Trump a president. The author was examining the negative statements from Twitter, presidential debates, and campaign rallies. By conducting semiotic and discourse analysis of selected statements of Donald Trump from the year 2016. The author focused mainly on the linguistic and content side of the statements. Afterward, she put it in the contexts with the whole campaign.
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Analysis of Donald J. Trump's twitter campaign during 2016 US presidential election
Neumahr, Martin ; Klvaňa, Tomáš (advisor) ; Fiřtová, Magdalena (referee)
In the first part of the thesis, I will generally introduce marketing to the meaning of US candidates or their electoral teams in the US presidential election in 2016, describe the negative campaign in political marketing, and explain how important part of the US presidential election was Twitter. The second part of the thesis aims to analyze the campaign of the Republican Party candidate in more detail. On a sample of 1458 twitter posts, I will examine whether and how Donald Trump used a negative campaign against his rival candidate Hillary Clinton and also to assess the extent to which his false claims had changed over his campaign in three specific topics. The thesis examines the period from the nomination congress on 18 July 2016 to 8 November 2016, when the US presidential elections were held. At the end of my work, I will try to answer the research questions.
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Sanders and Clinton. Presidential primary elections 2016.
Udržal, Jan ; Raška, Francis (advisor) ; Sehnálková, Jana (referee)
The divisive primary hypothesis suggests a "hard fought" primary in one party harms it's prospects in the general election. However it remains unclear what exactly constitutes such a divisive primary. This thesis is a contribution to the strand of literature examining this issue. Specifically it follows the idea that divisiveness is primarily driven by the negativity of the campaign. Therefore this paper utilizes the results of content analysis of primary election debates on the framework of functional political campaign discourse as a measure of divisiveness. The results suggest, that the Democratic primary 2016 indeed ranks among the more divisive primaries studied to date. However, when those results are compared with republican debates, it is shown that it's primary elections were significantly more divisive. The party which could have been harmed more by the "hard fought" primary, was hence the Republican party. This finding is in contrast to the traditional operationalization of divisiveness, which would have deemed both campaigns to be equally divisive. Additionally, topics of contention among the Democratic party candidates Bernie Sanders and Hillary Clinton were analysed.
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