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Reaching, Engaging and Bonding with Voters on Social Media: The Case of 2014/2015 Croatian Presidential Elections

Dubravka Sinčić Ćorić orcid id ; Sveučilište u Zagrebu, Ekonomski fakultet
Ružica Brečić orcid id ; Sveučilište u Zagrebu, Ekonomski fakultet
Maja Šimunjak orcid id ; Middlesex University London, Faculty of Arts and Creative Industries, Ujedinjeno Kraljevstvo

Puni tekst: engleski pdf 672 Kb

str. 61-76

preuzimanja: 663



This paper examines the ways in which presidential candidates utilise social media as a tool in their election campaigns in order to democratise politics and political representation. The study is based on a content analysis of statements published on the official Facebook and Twitter pages of candidates in the 2014/2015 Croatian presidential elections. The results show that candidates did not use social media to reach, engage and form stronger bonds with potential voters. By failing to do so, they have missed an opportunity to bring disenchanted voters back into the political arena and potentially increase the legitimacy of the democratic processes.

Ključne riječi

social media, political campaign, presidential elections, democratisation of politics

Hrčak ID:



Podaci na drugim jezicima: hrvatski

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