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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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