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Political billboards and posters in urban space: Case study of Prague
Weyrová, Dominika ; Hána, David (advisor) ; Shavit, Anna (referee)
This thesis deals with political billboards and posters in the city space before the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2021. For the research purposes of this thesis, three cadastres with different compositions of usually living inhabitants (Stodůlky, Černý Most, and Dejvice) were selected and then compared with each other. The aim was first to examine the spatial distribution of the campaigns in these Prague cadastres, whether they differed in their frequency or even in the content of their messages. Next, the perception of billboards and posters in election campaigns by potential voters was investigated through a questionnaire survey, and in the last part, the strategies used by individual political groups when working with billboards and posters were examined. The first output was map displays, which showed differences in frequency in the selected cadastres, but content differences within cadastres were not noted in the research. Another output was the fact that people generally notice billboards or posters in the city space, some of them perceived rather positively, others rather negatively, but the vast majority of them rejected being influenced by them during the elections. The interviews with party representatives about deployment strategies...
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Linguistic Analysis of a Pre-Election Campaign
Škeřík, Martin ; Holanová, Radka (advisor) ; Šmejkalová, Martina (referee)
This bachelor thesis is focused on a linguistic analysis of the pre-election campaign during the 2021 parliamentary elections in Czechia. The aim of this thesis is to demonstrate which persuasive techniques were employed in specific pre-election campaigns. The analysis itself is based on the principles used by both commercial and political advertising with the main focus being on persuasive means and negative political advertisement. Such means are used by the elections participants in order to attract the attention of a potential voter and to secure their vote and long-time support. The analysed material was obtained in both printed and electronic form. It is divided by genre into further categories, those being election programmes, pre-election newspapers, letters to the voters, billboards and posters and finally internet platforms and social media. Based on the analysis, we found that among the most used persuasive means were imperatives, exclamatory and appealing sentences. The election participants also frequently employed questions which are used to simulate direct contact with the recipient. Metaphors, similes, epithets, hyperboles and phrasemes were also often used. A frequent persuasive technique was also the repeating of slogans and phrases, most political parties have also employed some...
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Intertextuality of celebrity politician exemplified by Volodymyr Zelenskyy and his role in TV series Servant of the People
Bessarab, Mariia ; Reifová, Irena (advisor) ; Kárníková, Lydie (referee)
This bachelor thesis explores the connection between the image of the president in the Ukrainian TV series Servant of the People and the real presidential candidate Volodymyr Zelenskyy, because it was him who played the role of the president in the aforementioned TV show. The aim is to find out whether the film character Vasyl Goloborodko had the potential to contribute to Zelenskyy's election campaign and to what extent the examined figures coincide and differ. The theoretical part of the thesis describes the phenomenon of the television series, the Servant of the People series itself, specifically the plot, cast, audience response and criticism of the series in relation to Zelenskyy's candidacy in the elections, and also introduces the connection between celebrities and politics, explaining the concept of celebrity politician and its academic categorization. The research part examines the figure of Vasyl Goloborodko in selected episodes of the series and Volodymyr Zelenskyy in the video content of his election campaign through qualitative content analysis. The results of the subsequent comparison show that the examined characters are largely the same, but not exactly identical. Nevertheless, given the number of similarities, it can be concluded that the serial president may have contributed to...
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Marketingová komunikace vybraných politických stran v ČR v době předvolební kampaně
MIKOTA, Tomáš
The thesis deals with an analysis of marketing communication in a pre-elected campaign. The objective of the thesis is to map strategies and trends in marketing communication used by the political parties and groups which are resear-ched in the spheres of advertising, marketing mix, sales support, targeting, public relations, direct marketing, online communication, event marketing and personal sales as necessary entries for finding out trends in pre-elected practi-ses. The work applies the methods of scientific research such as a questionnaire survey and analyses. The publicly available information sources are also used to get more information. All the findings result into suggestions about changes in marketing communication strategies for better results in the next pre-election campaign.
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A comparisonof setting Donald Trump's agenda in the US presidential elections in 2016 and 2020
Kratschmer, Adam ; Nečas, Vlastimil (advisor) ; Křeček, Jan (referee)
The importance of social media in U.S. politics is on the rise and influences what journalists write about, which can affect what readers consider important. During the last presidential election, Twitter became an important communication tool for one of the candidates, Donald Trump. The first part of this thesis examines Trump's communication strategy on Twitter during both the 2016 and 2020 presidential elections. Specific Twitter tools that may have influenced the resulting number of responses are analyzed. A higher number of reactions to tweets caused them to reach journalists more often, who reported the content to their readers, thus giving Trump's account more attention. The second part examines the intermediate agenda-setting effect between the most circulated US newspapers and Trump's tweets, and tracks how often Trump, and his Twitter account were referenced in selected media outlets during both presidential campaigns. Using quantitative content analysis, it was found that the use of the twitter account varied significantly during the campaigns and different tools received different responses. It also showed that there were common themes, but also very different themes. When comparing mentions, it was found that Trump and his twitter account were mentioned significantly less than in the...
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Media literacy as a mean of development of high school student's critical evaluation of political advertisment
Pokorná, Gabriela ; Dvořáková, Michaela (advisor) ; Stracený, Josef (referee)
This thesis is focused on the impact of media literacy in terms of the ability of high school students to interpret political advertisement. In the part of this thesis the reader will be introduced into the concepts of modern democracy and mass media as its important part especially, within the context of politics, in the pre-election period. The reader will be provided an insight into the issue of the influence of mass media on citizens who are exposed to the products of political marketing. Due to the focus on high school students, this thesis mentions research domestic one as well as international that puts together terms as politics- media-teenagers. The second part of this thesis is designed as a research aimed at the impact of media literacy on the students' skills to analyze a political advertisement as well as their civic attitudes. The research is conducted as a qualitative comparison of statements of the analytical abilities of students who took part in media literacy course with those who did not. Key terms: democracy, elections, political campaign, political marketing, political advertisement, media, mass media, media literacy, high school education
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Campaign Finance in the U.S. : McCain-Feingold Reform
Vydra, Pavel ; Sehnálková, Jana (advisor) ; Calda, Miloš (referee)
The United States has a long history of political campaigns. The Bipartizan Campaign Reform Act of 2002, also known as McCain-Feingold, was the last attempt to regulate the campaign finance. Being enacted in order to cover the loopholes that occurred in the Federal Election Campaign Act, this act banned the "soft money", it modified the rules for the pre- electional broadcasting, and it brought special restrictions for self-financing candidates. These changes succeeded to be enacted by both chambers of Congress, were signed by the President and upheld by the Supreme Court in the McConnell v. FEC landmark decision. However, the impact of the reform didn't quite meet the expectations of its supporters.
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Comparison of the campaingns of Zuzana Čaputová and Maroš Šefčovič in the second round of the Slovak presidential election in 2019
Florián, Petr ; Shavit, Anna (advisor) ; Konrádová, Marcela (referee)
The assignment focuses on the campaigns of Zuzana Čaputová and Maroš Šefčovič in the Slovak presidential elections in 2019. The main objective is to describe the campaign of both candidates and compare them. Another aim of the assignment is to identify some changes in their communication between the first and the second round of the elections. In the theoretical part, the basic aspects of political marketing are described, because they are very important for the understanding of the subject. This part of the assignment also focuses on the law aspects of presidential function and the elections. The first round of the elections is also described in this part. The main part of the assignment covers the campaigns of the candidates, motivation of the voters and in the end it summarizes what worked in the campaigns.
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Activity of winning political parties on Facebook before the European Parliament elections in 2019
Bílá, Anja ; Hájek, Lukáš (advisor) ; Stauber, Jakub (referee)
This bachelor thesis focuses on communication on the social network Facebook in the Czech Republic in the election period of the European Parliament elections in 2019. The aim of the thesis is to analyze and interpret the data from the election campaigns of individual political parties, which obtained the mandate. The theoretical part of the thesis describes selected theories of political communication on social networks. It also presents the demographic structure of users who use social networks in the Czech Republic. He is also engaged in political marketing on the social network Facebook. The practical part analyzes the activity of political parties on the social network Facebook, which was part of the election campaigns. The winning political parties are relevant to this work. This data is selected and analyzed using ZoomSphere software. These are the frequency of published contributions by political actors, the time sequence of messages and their structure. Furthermore, the popularity of individual political entities and the response of potential voters of a particular political party on the social network are evaluated.
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