Komunikacija predsjedničkih kandidata na društvenim mrežama na izborima 2015.

master's thesis

• Title (english): Communication of presidental candidates on social networks - elections 2015
• Author: David Skala
• Mentor: Ružica Brečić (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Cilj rada je proučavanje komunikacije kandidata na društvenim mrežama, te analiziranje njihovih objave na platformama društvenih medija Facebook i Twitter.
Za potrebe istraživanja koristile su se metode analize sadržaja i sustavno praćenje platformi za društveno umrežavanje tijekom službene izborne kampanje 2014./2015. Kvantitativna analiza sadržaja pojasnila je učestalost, rasprostranjenost i domet komunikacije koju su kandidati usmjeravali prema biračima kroz društvene mreže Facebook i Twitter.
Na temelju usporedbe broja obožavatelja na predsjedničkim izborima 2009./2010. i 2014./2015., može se zaključiti kako se upotreba društvenih medija u svrhe političkog marketinga sve više koristi jer je njihov broj na Facebooku narastao za 800 %, a na Twitteru za čak 1500 %. Analiza objava na platformama Facebook i Twitter upozorila je na nedovoljnu iskorištenost društvenih medija u svrhu ostvarivanja interaktivne političke komunikacije s ostalim sudionicima u tom procesu. Kandidati su društvene medije najviše iskoristili za informiranje obožavatelja o svojim aktivnostima i nisu uključili dodatan napor kako bi putem Facebooka i Twittera došli do novih birača. Može se zaključiti kako su hrvatski političari napredovali u kreiranju interaktivnog odnosa s biračima putem društvenih medija u odnosu na prethodne izbore(iako zaostaju za EU prosjekom), ali i dalje nisu prepoznali puni potencijal koji nude platforme za društveno umrežavanje. Potrebno je poraditi na proširivanju komunikacijskih kanala i uključivanju društvenih medija u svoju dugoročnu strategiju kako bi političari s obožavateljima komunicirali kontinuirano i kvalitetno, a ne samo površno i u vrijeme trajanja predizborne kampanje. S obzirom na tijesnu utrku koja se odvila u drugom krugu predsjedničkih izbora, dolazak do novih birača putem društvenih medija je mogao biti ključan i to je dio internet strategije na kojoj treba poraditi u budućnosti.

Abstract (english)

The aim is to study communication of candidates on social networks and analyze their publication on social media platforms Facebook and Twitter.
For the study, it was used the method of content analysis and systematic monitoring of platforms for social networking during the official election campaign in 2014./2015. Quantitative analysis of the contents explained the frequency, extent and range of communication that candidates directed to voters through social networks Facebook and Twitter.
Based on the comparison of the number of fans in the presidential elections of 2009./2010. and 2014./2015., it could be concluded that the use of social media for the purposes of political marketing is increasing, because their number in Fb increased by 800%, and on Twitter by 1500%. Analysis of publications on platforms Facebook and Twitter warned that the use of social media in order to achieve interactive political communication is insufficient. The candidates used social media to inform fans about their activities and did not include an extra effort via Facebook and Twitter to reach new voters. It can be concluded that Croatian politicians progress in creating an interactive relationship with voters through social media than in previous elections (although below the EU average), but still did not recognize the full potential that offer platforms for social networking. It is necessary to work on expanding communication channels and the inclusion of social media in their long-term strategy to help politicians to communicate with fans continuously and well, not only superficially in the election period. Due to a tight race that took place in the second round of presidential elections, coming up with new voters through social media could be crucial and it is part of the internet strategy on which candidates should work on in the future.

• Keywords: politički marketing; politička komunikacija; izborne kampanje; društvene mreže; interaktivnost; mediji; Hrvatska
• Keywords (english): political marketing; political communication; election campaigns; social media; media; interactivity; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:440548
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-24 12:08:40