Izvorni znanstveni članak
https://doi.org/10.46917/st.13.1.2
Analysis of political communication on social networks during the 2020 parliamentary election campaign
Mislav Petošić
; Sveučilište VERN, Zagreb, Hrvatska
Marija Slijepčević
; Sveučilište VERN, Zagreb, Hrvatska
Sažetak
Political communication uses all available channels, and social networks
are one of the most used sources of communication in pre-election
periods. Research often shows that in political communication social
networks often remain an underutilized potential, especially in the
area of two-way communication and interactivity with citizens. The
level of political parties in the parliamentary elections is determined
through this content analysis of posts on social networks Facebook
and Instagram for the five best ranked Croatian political parties in the
2020 parliamentary elections: HDZ, SDP, Domovinski pokret, Most and
Možemo!. The main goal of the paper was to determine how political
parties set up communication on social networks Facebook and
Instagram, measured user engagement, what format of posts parties
used, what were the topics of posts, whether symbols were used, official
hashtags, whether parties called on engagement, designated persons /
institutions and collaborated with known persons.
Ključne riječi
parliamentary elections 2020.; Republic of Croatia; political communication; political marketing; social networks
Hrčak ID:
288549
URI
Datum izdavanja:
27.12.2022.
Posjeta: 1.819 *