Valaffischer är ett gammalt traditionellt medium för politiska partier att nå ut med sin kommunikation med. Men trots de nya tillvägagångssätten att nå ut med sin kommunikation tack vare digitaliseringen, är valaffischer fortfarande ett aktuellt medium trots att de har använts under så pass lång tid. Sverigedemokraterna är ett relativt “ungt” parti. De blirintressanta att studera då de har sina rötter i nazismen och därifrån har de snabbt vuxit till att bli Sveriges tredje största parti. Studien redovisar en analys av Sverigedemokraternas professionalisering och hur deras utveckling av valaffischer sett ut under valrörelserna 2006, 2010, 2014 och 2018. Totalt har det analyserats femton valaffischer som ingått i Sverigedemokraternas valkampanjer under de fyra senaste valrörelserna. Syftet med denna studie är att undersöka vad professionaliseringen av politiken har haft för betydelse för Sverigedemokraternas visuella politiska kommunikation, i form av deras valaffischer. Därav formades frågeställningar för att svara påsyftet: “Hur har Sverigedemokraternas kommunikation genom valaffischer förändrats från2006 till 2018?” och “Hur har professionaliseringen av visuell politisk kommunikation tagit form i Sverigedemokraternas valaffischer?” Valaffischerna i denna studie utgår från en kvalitativ textanalys och med fokus på ett parti. Den kvalitativa textanalysen utgår från en semiotisk analys, där den analysmodell som använts är en sammansättning av 5 teman, 14 kategorier och 1 underkategori. Valaffischerna i studien har framförallt analyserat med hjälp av tidigare forskning av Nicklas Håkansson, Bengt Johansson och Orla Vigsø (2014), som ofta ses som referenser i samband med studier av valaffischer. Teorierna politisk kommunikation och professionalisering ligger till grunden för denna studie. Resultatet av analysen har applicerats på fyra tidsperioder i valaffischernas utveckling och slutsatsen visar på att Sverigedemokraterna har genomgått en förändring i professionaliseringen av valaffischer mellan åren 2006 och 2018, fast under kortare tid än de fyra tidsperioderna. Det är en förändring som anpassats i takt med utvecklingen i samhället, bland annat i form av den digitala utvecklingen och utvecklingen av specialistyrken inom marknadsföring och visuell kommunikation. Förändringen av Sverigedemokraternas kommunikation i valaffischer har bland att visats i att de har gått från att använda tydliga budskap och starka åsikter, till att deras budskap har blivit mer och mer abstrakt och att de inte längre behöver argumentera för sin sak. Deras åsikter har normaliserats till den grad att de inte längre behöver övertyga väljarna på samma sätt genom sina valaffischer. / Election posters are an old traditional medium for political parties to reach out with their communication. Despite the new approaches to reach out with political communication thanks to digitalization, election posters are still a relevant medium despite having been used for a long time. Sverigedemokraterna are a relatively "young" party. They became interesting for this study as they have their roots in nazism and therefrom quickly grew to become Sweden's third largest party. This study presents an analysis of Sverigedemokraterna’s professionalization of electionposters during the electoral campaigns 2006, 2010, 2014 and 2018. A total of fifteen electionposters were analyzed, all of which were included in Sverigedemokraterna’s electioncampaigns during four different electoral movements. The purpose of this study is to investigate the importance of professionalization of politics for Sverigedemokraterna’s visualpolitical communication, in form of their election posters. From this, questions at issue were formulated to answer the purpose: How has the communication through election posters from Sverigdemokraterna changed from 2006 to 2018? and How has the professionalization of visual political communication shown in Sverigedemokraternas election posters? The election posters in this study are processed on the basis of a qualitative textanalysis and with focus on one party. The qualitative textanalysis is based on a semiotic analysis, where a analysis model is used. The analysis model is a composition of 5 themes, 14 categories and 1 subcategory. The results of the study have primarily been analyzed with the help of previous research by Nicklas Håkansson, Bengt Johansson and Orla Vigsø (2014), who are often seen as references in connection with studies of election posters. The theories of political communication and professionalization form the basis of this study. The result of the analysis has been applied to a four time period in the development of the election posters and the conclusion shows that Sverigedemokraterna has gone through a change in the professionalization of election posters between 2006 and 2018, though for shorter periods than the four time periods of election posters. It is a change that has been adapted in line with developments in society, including in the form of digital development and the development of specialist professions in marketing and visual communication. The professionalization has also shown through the normalization of the party. The change inSverigedemokraterna’s communication in election posters has among other things been shown in their use of clear messages and strong opinions in their election posters to that their message has become more and more abstract and that they no longer need to argue for their cause. Their opinions have been normalized to the point that they no longer need to convince voters and other parties with their election posters.

Submitted by Maria Medeiros (maria.dilva1@ufcg.edu.br) on 2018-08-01T14:44:30Z No. of bitstreams: 1 CYNTIA CAROLINA BESERRA BRASILEIRO - TESE (PPGCS) 2017.pdf: 1646995 bytes, checksum: 3765626a3a202b6faa820b6f840b57d2 (MD5) / Made available in DSpace on 2018-08-01T14:44:30Z (GMT). No. of bitstreams: 1 CYNTIA CAROLINA BESERRA BRASILEIRO - TESE (PPGCS) 2017.pdf: 1646995 bytes, checksum: 3765626a3a202b6faa820b6f840b57d2 (MD5) Previous issue date: 2017-08 / Capes / Esta tese tem como objetivo compreender as visões elaboradas pelos eleitores em Campina Grande – PB acerca da Representação Política no regime democrático. A problemática pretende questionar a existência de uma crise de representatividade e o impacto da mesma sobre a concepção e vivência da política. Parte-se do pressuposto de que as práticas eleitorais vivenciadas por ocasião de uma campanha eleitoral acabam por assinalar toda uma disputa estruturada, ritual e simbolicamente, que nos leva a compreender como se objetiva o restabelecimento da crença do eleitor e, consequentemente no fortalecimento da democracia. Buscou-se no processo político a compreensão de como as disputas eleitorais, as campanhas, a construção de imagens são experienciadas pelo eleitor e como eles pensam este processo. Este momento que, por um lado, fundamenta a opinião pública e conquista o eleitor, por outro lado revela-se um ambiente de diferenças e contravenções que arrefece a concepção democrática. Para realização da pesquisa, tomamos como universo os eleitores da cidade de Campina Grande, considerando uma abordagem socioantropologica que nos permitiu adentrar numa nova compreensão entre o eleitor, o candidato, as instituições e regras que o permeiam. Partiu-se de um roteiro semiestruturado que nos possibilitou dialogar com pessoas selecionadas a partir do critério etário, tomando como base aquelas pessoas que nasceram antes de 1985, que acompanharam um período que antecedem o cenário democrático no país e pós-1985 que compreendem uma nova leitura do espetáculo democrático. Realizando dezesseis entrevistas no período de fevereiro a junho do ano de 2016, priorizou-se em nossa análise as eleições majoritárias, mas, os diálogos com os entrevistados extrapolaram esta referência, o que nos fez pensar o processo político, a exemplo da disputa eleitoral, em outros aspectos, já que o próprio eleitor diferencia os pleitos municipais, estaduais e federais. A chegada da democracia revelou-se um conjunto de desafios, não aparece como algo encerrado, aponta-se toda uma construção de como se sustenta uma disputa entre desiguais, denotando nossas fragilidades na enunciação que os eleitores fazem das atitudes políticas que chamam de (anti) democráticas: descrença nos partidos, nas instituições, na condução do processo eleitoral, na desordem que se instaurou no país. Por outro lado, mesmo que as falas apontem para uma descrença, esse processo de ‘abertura’ democrática foi pensado como momento de mudanças e esperança, no desejo de igualdade entre nós, revelam uma ideia de devir, de uma democracia em construção. / This thesis aims to understand the visions elaborated by the voters in Campina Grande - PB about the Political Representation in the democratic regime. The problem seeks to question the existence of a crisis of representativeness and the impact of it on the conception and experience of politics. It is based on the assumption that the electoral practices experienced during an electoral campaign end up in a structured, ritual and symbolic dispute that leads us to understand how to re-establish the voter's belief and, consequently, to strengthen democracy. We sought in the political process the understanding of how electoral disputes, campaigns, the construction of images are experienced by the voter and how they think this process. This moment, which, on the one hand, underpins public opinion and conquers the voter, on the other hand it reveals an environment of differences and contraventions that cools the democratic conception. To carry out the research, we took as a universe the voters of the city of Campina Grande, considering a socio-anthropological approach that allowed us to enter into a new understanding between the voter, the candidate, the institutions and the rules that permeate it. It was based on a semi-structured script that enabled us to dialogue with people selected on the basis of the age criterion, based on those people who were born before 1985, who followed a period that preceded the democratic scenario in the country and post-1985 that comprise a new reading of the democratic spectacle. After conducting sixteen interviews in the period from February to June of the year 2016, the majority elections were prioritized in our analysis, but the dialogues with the interviewees extrapolated this reference, which made us think about the political process, such as the electoral contest, in other aspects, since the voter himself differentiates the municipal, state and federal lawsuits. The arrival of democracy has proved to be a set of challenges, it does not appear as a closed thing, it points out a whole construction of how a dispute between unequals stands, denoting our weaknesses in voters' enunciation of the political attitudes they call) democratic: disbelief in the parties, in the institutions, in the conduct of the electoral process, in the disorder that was established in the country. On the other hand, even if the lines point to disbelief, this process of democratic 'openness' was thought as a moment of change and hope, in the desire for equality between us, reveal an idea of becoming, a democracy under construction.

The thesis focuses on the use of political marketing by the political party TOP 09 during the municipal elections in 2010. This chosen topic explores issues that have not been covered by the Czech political research yet. The thesis is mostly based on the theoretical concepts of Lees-Marshment and Bruce Newman. The research surmised that the political party TOP 09 had implemented political marketing techniques during the last municipal elections, and it might be considered, as described by Lees-Marshment model, as a market-oriented party. The thesis uses qualitative research methods. Its second part comprises of two case studies on the municipal campaigns of TOP 09 in the cities of Olomouc and Prague: the empirical evidence reviews campaign strategy, electoral programme, election polls, relations to the other candidate parties, media coverage, campaign organization, internal marketing and (last but not least) campaign financing. The thesis comes to conclusions that TOP 09 was using political marketing on municipal level, but still there are differences in the extent of its usage. While the Prague party organization behaved as a market-oriented one, the Olomouc regional organization might be described as a sales-oriented party.

No / This book examines how political communication and the mass media have played a central role in the consolidation of emerging democracies around the world. Covering a broad range of political and cultural contexts, including Eastern and Southern Europe, Latin America, Asia and Africa, this new volume investigates the problems and conflicts arising in the process of establishing an independent media and competitive politics in post-autocratic societies. Considering the changing dynamic in the relationship between political actors, the media and their audience, the authors of this volume address the following issues: Changing journalistic role perceptions and journalistic quality The reasons and consequences of persisting instrumentalization of the media by political actors The role of the media in election campaigns The way in which the citizens interpret political messages and the extent to which the media influence political attitudes and electoral behaviour The role of the Internet in building a democratic public sphere.

Valaffischer är ett gammalt traditionellt medium för politiska partier att nå ut med sin kommunikation med. Men trots de nya tillvägagångssätten att nå ut med sin kommunikation tack vare digitaliseringen, är valaffischer fortfarande ett aktuellt medium trots att de har använts under så pass lång tid. Sverigedemokraterna är ett relativt “ungt” parti. De blirintressanta att studera då de har sina rötter i nazismen och därifrån har de snabbt vuxit till att bli Sveriges tredje största parti. Studien redovisar en analys av Sverigedemokraternas professionalisering och hur deras utveckling av valaffischer sett ut under valrörelserna 2006, 2010, 2014 och 2018. Totalt har det analyserats femton valaffischer som ingått i Sverigedemokraternas valkampanjer under de fyra senaste valrörelserna. Syftet med denna studie är att undersöka vad professionaliseringen av politiken har haft för betydelse för Sverigedemokraternas visuella politiska kommunikation, i form av deras valaffischer. Därav formades frågeställningar för att svara påsyftet: “Hur har Sverigedemokraternas kommunikation genom valaffischer förändrats från2006 till 2018?” och “Hur har professionaliseringen av visuell politisk kommunikation tagit form i Sverigedemokraternas valaffischer?” Valaffischerna i denna studie utgår från en kvalitativ textanalys och med fokus på ett parti. Den kvalitativa textanalysen utgår från en semiotisk analys, där den analysmodell som använts är en sammansättning av 5 teman, 14 kategorier och 1 underkategori. Valaffischerna i studien har framförallt analyserat med hjälp av tidigare forskning av Nicklas Håkansson, Bengt Johansson och Orla Vigsø (2014), som ofta ses som referenser i samband med studier av valaffischer. Teorierna politisk kommunikation och professionalisering ligger till grunden för denna studie. Resultatet av analysen har applicerats på fyra tidsperioder i valaffischernas utveckling och slutsatsen visar på att Sverigedemokraterna har genomgått en förändring i professionaliseringen av valaffischer mellan åren 2006 och 2018, fast under kortare tid än de fyra tidsperioderna. Det är en förändring som anpassats i takt med utvecklingen i samhället, bland annat i form av den digitala utvecklingen och utvecklingen av specialistyrken inom marknadsföring och visuell kommunikation. Förändringen av Sverigedemokraternas kommunikation i valaffischer har bland att visats i att de har gått från att använda tydliga budskap och starka åsikter, till att deras budskap har blivit mer och mer abstrakt och att de inte längre behöver argumentera för sin sak. Deras åsikter har normaliserats till den grad att de inte längre behöver övertyga väljarna på samma sätt genom sina valaffischer. / Election posters are an old traditional medium for political parties to reach out with their communication. Despite the new approaches to reach out with political communication thanks to digitalization, election posters are still a relevant medium despite having been used for a long time. Sverigedemokraterna are a relatively "young" party. They became interesting for this study as they have their roots in nazism and therefrom quickly grew to become Sweden's third largest party. This study presents an analysis of Sverigedemokraterna’s professionalization of electionposters during the electoral campaigns 2006, 2010, 2014 and 2018. A total of fifteen electionposters were analyzed, all of which were included in Sverigedemokraterna’s electioncampaigns during four different electoral movements. The purpose of this study is to investigate the importance of professionalization of politics for Sverigedemokraterna’s visualpolitical communication, in form of their election posters. From this, questions at issue were formulated to answer the purpose: How has the communication through election posters from Sverigdemokraterna changed from 2006 to 2018? and How has the professionalization of visual political communication shown in Sverigedemokraternas election posters? The election posters in this study are processed on the basis of a qualitative textanalysis and with focus on one party. The qualitative textanalysis is based on a semiotic analysis, where a analysis model is used. The analysis model is a composition of 5 themes, 14 categories and 1 subcategory. The results of the study have primarily been analyzed with the help of previous research by Nicklas Håkansson, Bengt Johansson and Orla Vigsø (2014), who are often seen as references in connection with studies of election posters. The theories of political communication and professionalization form the basis of this study. The result of the analysis has been applied to a four time period in the development of the election posters and the conclusion shows that Sverigedemokraterna has gone through a change in the professionalization of election posters between 2006 and 2018, though for shorter periods than the four time periods of election posters. It is a change that has been adapted in line with developments in society, including in the form of digital development and the development of specialist professions in marketing and visual communication. The professionalization has also shown through the normalization of the party. The change inSverigedemokraterna’s communication in election posters has among other things been shown in their use of clear messages and strong opinions in their election posters to that their message has become more and more abstract and that they no longer need to argue for their cause. Their opinions have been normalized to the point that they no longer need to convince voters and other parties with their election posters.

Made available in DSpace on 2016-04-25T20:21:08Z (GMT). No. of bitstreams: 1 Synesio Consolo Filho.pdf: 4080820 bytes, checksum: 58000d4da5aa4da3b4912b6ac5c6d7c9 (MD5) Previous issue date: 2014-04-07 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This thesis is about the power of political communication in virtual social networks, from its beginning until today. It is based on Twitter search of three candidates for mayor in the municipal elections of 2012 in São Paulo. The focus of the work is to try to understand the links between communication and politics in virtual networks that connect our society. The central hypothesis of the research is that, in virtual social networks, communication takes on a spectacular character, marked by entertainment and the dispersion of ideas, with regard to the question of content production with very little entertainment and concrete objectivity campaign, with use of the seductive imagery of the voting public. We analyze the relationships between social networks and virtual contemporary society, for some named as the information society. Writing addresses the language and its evolution throughout history, how your popularity was and how it can contribute to election campaigns. Also brings historical aspects of the development of new information technologies in society from personal computers to the convergence of media, and the rise of Twitter. It is expected to present an overview of the political journey in municipal elections in the city of São Paulo in terms of image on Twitter inserted in new languages arising from these new technological devices. The analyzes were also based on the messages of candidates in the scientific methodology used for the research field called Discourse Subject Collective (DSC) of the political campaign for municipal elections in the city of São Paulo in 2012 / Esta tese versa sobre o poder da comunicação política nas redes sociais virtuais, desde o seu início até nossos dias. Baseia-se em pesquisa do Twitter de três candidatos a prefeito nas eleições municipais de 2012, em São Paulo. O foco do trabalho consiste em tentar compreender os vínculos entre comunicação e política nas redes virtuais que interligam nossa sociedade. A hipótese central da pesquisa é de que, nas redes sociais virtuais, a comunicação assume um caráter espetacular, marcado pelo entretenimento e pela dispersão de ideias, no que diz respeito à questão de produção de conteúdo com muito entretenimento e pouca objetividade concreta de campanha, com utilização da sedução do imaginário do público eleitor. Analisam-se as relações entre as redes sociais virtuais e a sociedade contemporânea, para alguns nomeada como sendo a sociedade da informação. Aborda-se a linguagem escrita e sua evolução ao longo da história, como se deu a sua popularização e de que forma isso pode contribuir para campanhas eleitorais. Também traz aspectos históricos do desenvolvimento das novas tecnologias da informação na sociedade desde os computadores pessoais até a convergência das mídias, e o surgimento do Twitter. Prevê-se apresentar um panorama da caminhada política nas eleições municipais na cidade de São Paulo em termos de imagem no Twitter inserida nas novas linguagens decorrentes desses novos aparatos tecnológicos. As análises foram baseadas também nas mensagens dos candidatos sob a metodologia científica utilizada para a pesquisa de campo chamado Discurso do Sujeito Coletivo (DSC) da campanha política às eleições municipais na cidade de São Paulo em 2012

Made available in DSpace on 2016-04-26T14:54:40Z (GMT). No. of bitstreams: 1 Synesio Consolo Filho.pdf: 4080820 bytes, checksum: 58000d4da5aa4da3b4912b6ac5c6d7c9 (MD5) Previous issue date: 2014-04-07 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This thesis is about the power of political communication in virtual social networks, from its beginning until today. It is based on Twitter search of three candidates for mayor in the municipal elections of 2012 in São Paulo. The focus of the work is to try to understand the links between communication and politics in virtual networks that connect our society. The central hypothesis of the research is that, in virtual social networks, communication takes on a spectacular character, marked by entertainment and the dispersion of ideas, with regard to the question of content production with very little entertainment and concrete objectivity campaign, with use of the seductive imagery of the voting public. We analyze the relationships between social networks and virtual contemporary society, for some named as the information society. Writing addresses the language and its evolution throughout history, how your popularity was and how it can contribute to election campaigns. Also brings historical aspects of the development of new information technologies in society from personal computers to the convergence of media, and the rise of Twitter. It is expected to present an overview of the political journey in municipal elections in the city of São Paulo in terms of image on Twitter inserted in new languages arising from these new technological devices. The analyzes were also based on the messages of candidates in the scientific methodology used for the research field called Discourse Subject Collective (DSC) of the political campaign for municipal elections in the city of São Paulo in 2012 / Esta tese versa sobre o poder da comunicação política nas redes sociais virtuais, desde o seu início até nossos dias. Baseia-se em pesquisa do Twitter de três candidatos a prefeito nas eleições municipais de 2012, em São Paulo. O foco do trabalho consiste em tentar compreender os vínculos entre comunicação e política nas redes virtuais que interligam nossa sociedade. A hipótese central da pesquisa é de que, nas redes sociais virtuais, a comunicação assume um caráter espetacular, marcado pelo entretenimento e pela dispersão de ideias, no que diz respeito à questão de produção de conteúdo com muito entretenimento e pouca objetividade concreta de campanha, com utilização da sedução do imaginário do público eleitor. Analisam-se as relações entre as redes sociais virtuais e a sociedade contemporânea, para alguns nomeada como sendo a sociedade da informação. Aborda-se a linguagem escrita e sua evolução ao longo da história, como se deu a sua popularização e de que forma isso pode contribuir para campanhas eleitorais. Também traz aspectos históricos do desenvolvimento das novas tecnologias da informação na sociedade desde os computadores pessoais até a convergência das mídias, e o surgimento do Twitter. Prevê-se apresentar um panorama da caminhada política nas eleições municipais na cidade de São Paulo em termos de imagem no Twitter inserida nas novas linguagens decorrentes desses novos aparatos tecnológicos. As análises foram baseadas também nas mensagens dos candidatos sob a metodologia científica utilizada para a pesquisa de campo chamado Discurso do Sujeito Coletivo (DSC) da campanha política às eleições municipais na cidade de São Paulo em 2012

This study examines the party-controlled communication of the five most important political parties in the North West Province of South Africa during the 1999 general elections. The main assumption is that political parties in developing democracies have a normative obligation to do more than canvas for votes during an election campaign. Political parties should also be instrumental through their communication in fostering a democratic political culture. Central to this argument is the notion that a typical marketing approach is not suitable for an election campaign in a developing democracy. In accordance with the participatory approach to development, it is thus proposed that the two-way symmetrical model for public relations (as proposed by James Grunig) is a more appropriate approach to election campaigns. Especially relevant for this study is the two-way symmetrical model's emphasis on interaction and the establishment of long tern relationships with target publics. Through an extensive qualitative analysis of all relevant material (party manifests, newspaper advertisements, radio advertisements, pamphlets, posters and web pages), it was found that South African political parties placed much less emphasis on the "image" of the party or its leader compared to their American counterparts. However, that did not imply that the substance of the message was emphasised adequately. On the contrary, the political parties participating in the elections in the North-West province generally failed the normative criteria of informing voters and identifying democratic values adequately. Furthermore it was found that the cognitive and emotional campaign messages were not fully integrated. While the focus was on typical election issues (emotional message), these issues were not explained and contextualised within a developing democracy to the full extend (cognitive message). Therefore the emotional message was not utilised to focus the voter's attention on policy issues and democratic values. In conclusion it is argued that political parties should do much more than merely canvas for votes. They should also empower voters by informing them on their policy issues and highlighting democratic values in society. Only then the new South African democracy will be sustainable. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.

The process of interactive electoral communication initiated by politicians in social media is the object of the dissertation. The aim of the paper is to develop a comprehensive research approach to politicians’ electoral communication in social media and to use the approach in describing the specificity of electoral communication taking place in social media, determining the features of expression of the candidates’ electoral objectives, and making an analysis of the communication that took place in an interactive environment during the elections to municipal councils in 2011. In the first part of the thesis, the notion of interactive electoral communication in social media is defined, development of electoral communication in a virtual environment is discussed, and an in-depth analysis of the features of interactive electoral communication in social media is presented. In the second part of the thesis, a process model of interactive electoral communication in social media is formulated and objectives of electoral communication in an interactive environment are identified and analysed, including a detailed examination of their practical application. The third part of the thesis is an empirical study into interactive electoral communication, where the electoral campaign that took place in an interactive environment during the 2011 elections to municipal councils is comprehensively analysed using the process model of the electoral communication objectives. / Disertacijos darbo objektas yra interaktyvios politikų rinkiminės komunikacijos vyksmas socialinių medijų priemonėse. Darbo tikslas – sukonstruoti kompleksišką politikų rinkiminės komunikacijos socialinėse medijose tyrimo prieigą, kurią taikant atskleisti socialinių medijų priemonėse vykstančios rinkiminės komunikacijos specifiką ir nustatyti kandidatų naudojamų rinkiminių siekinių raiškos ypatybes, taip pat išanalizuoti 2011 metų savivaldybių tarybų rinkimų metu interaktyvioje erdvėje vykusią komunikaciją. Pirmojoje disertacijos dalyje apibrėžiama interaktyvios rinkiminės komunikacijos socialinėse medijose samprata, nagrinėjama rinkiminės komunikacijos virtualioje erdvėje raida, detaliai analizuojamos interaktyvios rinkiminės komunikacijos socialinėse medijose ypatybės. Antrojoje disertacijos dalyje konstruojamas procesinis interaktyvios rinkiminės komunikacijos socialinėse medijose vyksmo modelis, išskiriami ir analizuojami rinkiminės komunikacijos siekiniai interaktyvioje erdvėje, detaliai nagrinėjamos praktinės jų įgyvendinimo formos. Trečiojoje disertacijos dalyje atliekamas empirinis interaktyvios rinkiminės komunikacijos tyrimas, kuriame, taikant procesinį rinkiminės komunikacijos siekinių modelį, kompleksiškai išanalizuojama interaktyvioje erdvėje vykusi 2011 metų savivaldybių tarybų rinkimų kampanija.

This study examines the party-controlled communication of the five most important political parties in the North West Province of South Africa during the 1999 general elections. The main assumption is that political parties in developing democracies have a normative obligation to do more than canvas for votes during an election campaign. Political parties should also be instrumental through their communication in fostering a democratic political culture. Central to this argument is the notion that a typical marketing approach is not suitable for an election campaign in a developing democracy. In accordance with the participatory approach to development, it is thus proposed that the two-way symmetrical model for public relations (as proposed by James Grunig) is a more appropriate approach to election campaigns. Especially relevant for this study is the two-way symmetrical model's emphasis on interaction and the establishment of long tern relationships with target publics. Through an extensive qualitative analysis of all relevant material (party manifests, newspaper advertisements, radio advertisements, pamphlets, posters and web pages), it was found that South African political parties placed much less emphasis on the "image" of the party or its leader compared to their American counterparts. However, that did not imply that the substance of the message was emphasised adequately. On the contrary, the political parties participating in the elections in the North-West province generally failed the normative criteria of informing voters and identifying democratic values adequately. Furthermore it was found that the cognitive and emotional campaign messages were not fully integrated. While the focus was on typical election issues (emotional message), these issues were not explained and contextualised within a developing democracy to the full extend (cognitive message). Therefore the emotional message was not utilised to focus the voter's attention on policy issues and democratic values. In conclusion it is argued that political parties should do much more than merely canvas for votes. They should also empower voters by informing them on their policy issues and highlighting democratic values in society. Only then the new South African democracy will be sustainable. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.