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Negative Campaigns in Political Marketing during Presidential Election in Slovakia in 2014
Vojnová, Lenka ; Shavit, Anna (advisor) ; Klimeš, David (referee)
This thesis focuses on the usage of negative campaigns in political marketing during presidential election in Slovakia in 2014. It provides information from theoretical background of this specific style of communication followed by its application to contemporary public events. In theoretical part descriptive analysis method is used. In practical is applied comparative method is applied. Two subjects under same conditions are compared and according to set criteria, which in this case are tools of marketing communication with emphasis on negative campaigns. At the end using synthesis I summarize and evaluate the thesis according to the objectives set in the introduction. The aim of this thesis is to analyze the communication of presidential candidates Robert Fico and Andrej Kiska during election campaign in Slovakia in 2014. I compare their positioning and exploitation of communication tools during campaign. The main emphasis is given on the comparison of video communication and their activities on social media sites. The asset of this thesis rests in analysis of negative campaigns that are important issue in current development of political marketing and it also provides an overview of the usage of communication tools by presidential candidates.
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Andrej Babiš's negative campaign in the Czech presidential elections in 2023
Chudá, Ema Lujza ; Rosenfeldová, Jana (advisor) ; Konrádová, Marcela (referee)
The thesis deals with the negative campaign of Andrej Babiš before the second round of the presidential elections in the Czech Republic in 2023. Specifically, it tries to find an answer to how the negative campaign of Andrej Babiš before the second round of the elections was perceived by the public and, in particular, whether it was one of the reasons for the failure of this candidate. Data obtained through quantitative research, specifically a questionnaire survey, showed that Andrej Babiš's negative campaign was perceived differently depending on voting behaviour in the second round of the elections. Voters of Andrej Babiš perceived his campaign differently than voters of Petr Pavel and respondents who did not participate in the second round. On the contrary, the answers of Petr Pavel's voters and respondents who did not participate in the second round were the same. The research also confirmed that Andrej Babiš's negative campaigning contributed to his failure in the second round of the election.
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Negative Campaigns in Political Marketing during Presidential Election in Slovakia in 2014
Vojnová, Lenka ; Shavit, Anna (advisor) ; Klimeš, David (referee)
This thesis focuses on the usage of negative campaigns in political marketing during presidential election in Slovakia in 2014. It provides information from theoretical background of this specific style of communication followed by its application to contemporary public events. In theoretical part descriptive analysis method is used. In practical is applied comparative method is applied. Two subjects under same conditions are compared and according to set criteria, which in this case are tools of marketing communication with emphasis on negative campaigns. At the end using synthesis I summarize and evaluate the thesis according to the objectives set in the introduction. The aim of this thesis is to analyze the communication of presidential candidates Robert Fico and Andrej Kiska during election campaign in Slovakia in 2014. I compare their positioning and exploitation of communication tools during campaign. The main emphasis is given on the comparison of video communication and their activities on social media sites. The asset of this thesis rests in analysis of negative campaigns that are important issue in current development of political marketing and it also provides an overview of the usage of communication tools by presidential candidates.
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Negative, defamatory and mocking political campaigns in the Czech Republic in the years 2006 - 2010 and their effects on public politics [THESIS TEMPORARILY NOT PUBLICLY AVAILABLE]
Mludek, Ivo ; Háva, Petr (advisor) ; Nekola, Martin (referee)
The phenomenon of political marketing entered - together with democratic political competition - the Czech Republic after 1989. Together with parliamentary elections in 2006 a strong negative election campaigns appeared. The parliamentary elections in 2007 proved a stalemate and they launched a long period of political instability. An unusually sharp and mostly negative election campaign proceeded in the Czech Republic continuously during the years 2006 - 2010. For the first time foreign advisory firms prepared strategies for the biggest political parties - ČSSD and ODS. The election campaigns were characteristic not only of mass enter of negativism imported by the foreign consultants, but also of a great number of anonymous mocking and defamatory political advertisements, the customer and the payer of which was unknown and unable to find. The negative campaigns then introduced both the question of ethical limits in the election marketing and of the harmful influence of opaqueness in contracting and financing the campaigns. The thesis is dealing with regularities of political marketing which got control of Czech political scene in 2006 - 2010, and it formulates hypotheses about the possible effecs of negative, defamatory and mocking political campaigns on the environment of Czech public politics.
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