Politička komunikacija na društvenim mrežama

master's thesis

• Title (english): Political Communication on Social Networks
• Author: Emina Demirović
• Mentor: Jelena Jurišić (mentor)
• Committee member: Ivan Burić
• Committee member: Jelena Jurišić
• Committee member: Ifigenija Račić
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2014-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Sve je veći broj političkih stranaka koje svoje izborne kampanje temelje upravo na društvenim mrežama – novom marketinškom alatu koji je pak u službi razvoja i jačanja političkog marketinga. Jedan od primjera političkih stranaka čija se je izborna kampanja temeljila na društvenim mrežama u Republici Hrvatskoj jest Kukuriku koalicija koja je ujedno i dobila prethodne parlamentarne izbore u Republici Hrvatskoj.
Ono što je moguće istaknuti, činjenica je kako u Republici Hrvatskoj nema istraživanja koja su za cilj imala utvrđivanje uloge društvenih mreža u političkom komuniciranju. Politički je marketing kao i društvene mreže u službi političkog komuniciranja bio predmetom proučavanja brojnih svjetskih stručnjaka koji se ujedno i bave promatranim segmentom političkog marketinga.
Društvene mreže predstavljaju komunikacijski alat koji omogućava objavljivanje ciljanih sadržaja ljudima kojima su isti namijenjeni. Koristeći društvene mreže, omogućeno je ''besplatno'' oglašavanje kao i interakcija s potencijalnim korisnicima/kupcima bilo da je riječ o poslovnim subjektima, političkim strankama, vjerskim institucijama, različitim humanitarnim organizacijama i dr. Korištenjem društvenih mreža, omogućeno je postizanje marketinških ciljeva segmenta poslovanja u kojemu se iste koriste.

Abstract (english)

A growing number of political parties that his election campaign based precisely on social networks - a new marketing tool that is in the service of development and strengthening of political marketing. One example of the political party whose election campaign was based on social networks in the Republic of Croatia is the SDP-led coalition which also won the previous parliamentary elections in Croatia.
What is possible to emphasize the fact that in Croatia there is no research that is aimed at determining the role of social networks in political communication. Political marketing as well as social networks in the service of political communication was investigated by a number of world experts who are also involved in the observed segment of political marketing.
Social networks represent a communication tool that allows publishing targeted content to people who have the same intended. Using social networks, it is possible to 'free' advertising as well as interaction with potential users / customers whether it be on business entities, political parties, religious institutions, various humanitarian organizations and others. Using social networks, it is possible to achieve marketing goals segments business in which they are used.

• Keywords: društvene mreže; politički marketing; političko komuniciranje; političke stranke; izborne kampanje.
• Keywords (english): social networks; Political Marketing; Political Communication; political parties; the election campaign.
• Language: croatian
• URN:NBN: urn:nbn:hr:111:899300
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: Repository of University of Zagreb, Centre for Croatian Studies
• Created on: 2015-10-15 11:50:07