Politički marketing na društvenim mrežama i etički prijepori

master's thesis

• Title (english): The role of social media in Political marketing and ethical controversies
• Author: Ivona Hemen
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Sanjin Dragojević (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-02-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj rad bavi se korištenjem društvenih mreža tijekom kampanja za predsjedničke izbore u Hrvatskoj 2014. i SAD-u 2016. Definirani su ključni pojmovi kao što su politički marketing, javno mnijenje i strateški menadžment. Okosnica rada je studija slučaja tijekom koje se traže odgovori na pitanja koje načine komunikacije kandidati koriste putem novih medija, u kojim sferama se razlikuju marketinške tehnike u SAD-u i Hrvatskoj te koja su se prijeporna pitanja javljala u medijima za vrijeme trajanja kampanja. Društvene mreže u današnje vrijeme doživljavaju svoju kulminacijsku točku i kada se radi o političkim kampanjama – potvrđuje to i recentna naizgled neočekivana pobjeda Donalda Trumpa na predsjedničkim izborima studenom 2016. u SAD-u. Internet je postao golema baza podataka, što su prepoznali i političari.

Abstract (english)

This thesis explores the use of social media during the presidential campaigns in Croatia 2014 and USA 2016. It defines the key subjects like political marketing, public opinion and strategic management. The backbone of the work is case study which explores the way that candidates use new media, what is the difference between marketing in Croatia and USA and which ethic controversy has aroused during the campaign. Social networks today are experiencing their culminating point when it comes to political campaigns, and the win of Donald Trump is just a confirmation. The internet has become a huge database, which was recognized by politicians.

• Keywords: društvene mreže; politički marketing; strateški marketing; kampanja; predsjednički izbori; samopromocija
• Keywords (english): social networks; political marketing; strategic marketing; campaign; presidential election; self-promotion
• Language: croatian
• URN:NBN: urn:nbn:hr:114:730181
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2017-03-20 13:33:47