Politička komunikacija kandidata za gradonačelnika Splita na lokalnim izborima 2021. godine

master's thesis

• Title (english): Political Communication of the Candidates for the Mayor of Split in the 2021 Local Election
• Author: Vanja Pavlov
• Mentor: Marijana Grbeša-Zenzerović (mentor)
• Committee member: Marijana Grbeša-Zenzerović (predsjednik povjerenstva)
• Committee member: Viktorija Car (član povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Prelazak političke komunikacije s tradicionalnih kanala na Internet i društvene mreže donio je velike promjene u pogledu političke kampanje. Internetske kampanje tako podliježu nizu trendova. Jedan od takvih trendova prema Ansolabehereu i Iyengaru (1995) jest rast negativnih kampanja. Ovaj rad pokušat će identificirati upravo taj trend u drugom krugu lokalnih izbora 2021. godine u Splitu. U tu svrhu provedeno je istraživanje koje je kvantitativnom metodom analize sadržaja istražilo postoje li indikatori koji upućuju na postojanje navedenog trenda u Facebook objavama dvojice kandidata koji su u prvom krugu izbora za gradonačelnika Splita osvojili najveći broj glasova i ušli u drugi krug izbora, Vice Mihanovića i Ivice Puljka. Osim u objavama na društvenoj mreži Facebook, koja je još uvijek najpopularnija društvena mreža za dobivanje vijesti u Republici Hrvatskoj (Newman i dr., 2021: 70-71), indikatori postojanja negativne komunikacije kvantitativnom metodom analize sadržaja tražili su se i u televizijskom sučeljavanju dvojice kandidata koji su ušli u drugi krug lokalnih izbora 2021. godine u Splitu. Televizijska sučeljavanja osim što su vrlo važan dio političke komunikacije, te su rezultat interakcije lokalne kulture i globalnih trendova upravo na području političke komunikacije (Juarez-Gamiz i dr., 2020: 3)., ona imaju “stratešku ulogu u suvremenim političkim kampanjama” (Juarez-Gamiz i dr., 2020: 3). Prema tome, jedinice analize u ovom radu su Facebook objave kandidata i jedan odgovor kandidata na postavljeno pitanje tijekom jednog televizijskog sučeljavanja. Ukupno je analizirano 81 objava i 104 odgovora. Provedenim istraživanjem ustanovljeno je da je korištenje negativne političke komunikacije u objavama na Facebook profilima oba kandidata bilo dominantno, dok je u televizijskom sučeljavanju dominacija negativnog sentimenta izostala. Provedeno istraživanje pruža uvid u konkretnu primjenu negativne političke komunikacije.

Abstract (english)

The transition of political communication from traditional channels to the Internet and social networks has brought great changes in terms of political campaigning. Internet campaigns are subjected to a series of trends. One such trend according to Ansolabehere and Iyengar (1995) is the growth of negative campaigns. This paper will try to identify exactly that trend in the second round of local elections in 2021 in Split. For this purpose, a research was carried out which, using the quantitative method of content analysis, investigated whether there are indicators that point to the existence of the mentioned trend in the Facebook posts of the two candidates who won the largest number of votes in the first round of the election for mayor of Split and entered the second round of the election, Vice Mihanović and Ivica Puljak. In addition to posts on the social network Facebook, which is still the most popular social network for obtaining news in the Republic of Croatia (Newman et al., 2021: 70-71), indicators of the existence of negative communication were also sought in the TV debate between the two candidates using the quantitative method of content analysis. who entered the second round of local elections in 2021 in Split. Besides being a very important part of political communication, TV debates are the result of the interaction of local culture and global trends precisely in the field of political communication (Juarez-Gamiz et al., 2020: 3), they have a "strategic role in contemporary political campaigns" ( Juarez-Gamiz et al., 2020: 3). Therefore, the units of analysis in this paper are candidates' Facebook posts and one candidates' answer to a question during a televised interview. A total of 81 posts and 104 responses were analyzed. The conducted research found that the use of negative political communication in posts on the Facebook profiles of both candidates was dominant, while the dominance of negative sentiment was absent in the TV debate. The conducted research provides an insight into the concrete application of negative political communication.

• Keywords: politička komunikacije; negativna politička komunikacija; Facebook objave; televizijsko sučeljavanje
• Keywords (english): political communications; negative political communication; Facebook posts; TV debate
• Language: croatian
• URN:NBN: urn:nbn:hr:114:624143
• 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: 2023-01-13 12:15:55