Obilježja predizbornih spotova HDZ-a i SDP-a na parlamentarnim izborima od 2000. do 2020.

master's thesis

• Title (english): Characteristics of the SDP and the HDZ Pre-Election Videos in the Parliamentary Elections from 2000 to 2020
• Author: Marija Vuković
• Mentor: Milica Vučković (mentor)
• Committee member: Milica Vučković (predsjednik povjerenstva)
• Committee member: Dina Vozab (član povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

S obzirom na važnu ulogu televizijskog medija u prva dva desetljeća 21. stoljeća političke stranke su svoje kampanje velikim dijelom bazirale na televizijskom oglašavanju. Predizborni video spotovi u tome razdoblju bili su vrlo značajni element kampanje te oni ukazuju na cjelokupnu kampanju koju je stranka u pojedinom razdoblju vodila. Video oglasi su često i preslika političkih okolnosti u pojedinom razdoblju, kao i zoran prikaz tema koje važne u određenom periodu. U ovome radu istražujemo obilježja video spotova HDZ-a i SDP-a na parlamentarnim izborima, njihove sličnosti i razlike u razdoblju od 2000. do 2020. godine. Rezultati provedene kvantitativne analize sadržaja na 37 prikupljenih spotova otkrivaju kako se spotovi HDZ-a i SDP-a razlikuju prije svega u odabiru različitih strategija i orijentacije video oglasa, a slični su pogledu korištenja emocija i personalizacije politike.

Abstract (english)

Given the important role of the television media in the first two decades of the 21st century, political parties have majority of their campaigns based on television advertising. Pre-election videos in that period were the most significant element of the campaign.
They were an indication of how the entire election campaign would go. Thanks to video ads, it is possible to notice the political circumstances in a particular period, as well as what topics were represented in pre-election period. In this paper, we explore the characteristics of HDZ and SDP videos in the parliamentary elections, their similarities and differences in the period from 2000 to 2020. The results of the conducted quantitative content analysis on 37 collected videos reveal how the videos of HDZ and SDP differ primarily in the choice of different strategies as well as the orientation of video ads. They are similar when it comes to using emotion and personalization of the politics.

• Keywords: Predizborni video spot; kampanja; HDZ; SDP; politički marketing
• Keywords (english): Pre-election video ads; campaign; HDZ; SDP; political marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:114:273235
• 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: Open access
• Created on: 2022-02-09 14:51:26