Diploma thesis " New media as a key factor of the electoral marketing " deals with the role of new media in the electoral marketing. The author of this thesis tries to demonstrate the influence of new media on the success of candidates in the elections. Specifically, the author works with the Presidential elections in 2013 in the Czech Republic. On thi example author tries to verificate the hypothesis that without the use of new media in the election campaign, candidates can not succeed in the campaign . To confirm the hypothesis, author uses the QCA - quantitative comparative analysis. This type of analysis brings mathematical elements to the social sciences. The main tool for this analysis is to statements manner , as we know from mathematics. In addition to the analysis itself, diploma thesis also describes the functioning of the new media , specifically social networks: Facebook , Twitter and Youtube, that is social networks, which are used by most Czech Republic . Without a comprehensive understanding of how the social networks work can not truly understand their potential for a political marketing. Powered by TCPDF (www.tcpdf.org)
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:338745 |
| Date | January 2014 |
| Creators | Dohnal, Vojtěch |
| Contributors | Brunclík, Miloš, Kubánek, Martin |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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