Original scientific paper

https://doi.org/10.20901/ms.8.16.5

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

Dubravka Sinčić Ćorić orcid.org/0000-0002-1834-5491 ; University of Zagreb, Faculty of Economics and Business, Croatia
Ružica Brečić orcid.org/0000-0003-3327-2187 ; University of Zagreb, Faculty of Economics and Business, Croatia
Maja Šimunjak orcid.org/0000-0001-8263-272X ; Middlesex University London, Faculty of Arts and Creative Industries, United Kingdom

Abstract

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.

Keywords

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

Hrčak ID:

192920

URI

https://hrcak.srce.hr/192920

Publication date:

20.12.2017.

Article data in other languages: croatian

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