Spletna družbena omrežja kot orodje odnosov z javnostmi na državnozborskih volitvah v Sloveniji 2018

Bogataj, Kristina (author), Verčič, Dejan (mentor)

Digitalizacija odnosov z javnostmi je ponudila nova orodja ter spremenila pristope in načine komuniciranja s ciljnimi javnostmi ter pravila za vzpostavljanje in ohranjanje odnosov z njimi. Spletna družbena omrežja sicer ne posegajo v generalne principe odnosov z javnostmi, z bistveno hitrejšo komunikacijo v primerjavi z drugimi kanali pa pomagajo razvijati bolj strateški, dvosmerni, interaktivni in družbeno odgovorni pristop, ki se odraža tudi v političnem komuniciranju. Moderno politično komuniciranje uporablja raznolike preplete prijemov vplivanja na mnenje volivcev z namenom, da se le-ti udeležijo volitev. Naloga se osredotoča na predvolilni spletni nastop dveh najuspešnejših strank na državnozborskih volitvah v Sloveniji 2018, Slovenske demokratske stranke in Liste Marjana Šarca, na v Sloveniji daleč najbolj priljubljenem družbenem omrežju Facebook, ter ugotavlja povezavo med predvolilno tradicijo strank ter količino in kakovostjo njunega spletnega nastopa.

• Language: Slovenian
• Keywords: odnosi z javnostmi, politično komuniciranje, spletna družbena omrežja, Facebook.
• Work type: Master's thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2018
• PID: 20.500.12556/RUL-105188
• COBISS.SI-ID: 35988829
• Publication date in RUL: 08.11.2018

Secondary language

• Language: English
• Title: Social media as a public relation tool at the National Assembly elections in Slovenia 2018

Abstract

Digitalization of public relations has offered new tools and changed the approaches and methods of communication with targeted public, as well as the rules for establishing and maintaining relations with them. While social media does not change the general principles of public relations, they help developing a more strategic, two-way, interactive and socially responsible approach with its significantly faster communication in comparison to other channels. This is also reflected in political communication. Modern political communication uses a diverse set of methods to influence voters' opinion and convince them to participate in the election. The assignment focuses on the pre-election time online performance of the two most successful parties in the 2018 National Assembly Elections in Slovenia. The Slovenian Democratic Party and the List of Marjan Šarec have been observed on Facebook, by far the most popular social media site in Slovenia, with the aim to study the connection between the parties’ pre-election tradition and quantity and quality of their online performance.

• Keywords: public relations, political communication, social media, Facebook.