| Abstract [eng] |
The Master’s thesis examines the communication features in case of political cleavages. The thesis describes the peculiarities of cleavage formation processes; therefore, various related concepts (political identity, political conflict) are also being analysed. The analysis indicates that political cleavages emerge on the basis of the same ideology, values, in this case the electorate is able to make a decision what to choose and may decide which side of a conflict they support. The interaction of political communication and political cleavages is very close; however, political partys use it to create images and reality in the society. The thesis also gives a deeper consideration on the concept and process of political communication. The importance of political communication members is emphasized, where political actors aim at achieving some political goals, the media itself helps in implementing them; thus, the audience is the main object of political communication. The audience is aimed to be persuaded and informed by the political actors. There are many variuos political partys and the electorate is different as well. So the main aspect is to understand how these two components of political communication process communicate and interact. The aspect reveals the novelty and relevance of the thesis. Thus, the object is political cleavages and political communication. Accordingly, the aim is to analyse the impact of political cleavages on political communication. In order to achieve the aim, the following objectives are included: to define the concept of political cleavages; to characterise the process of political communication; to reveal the attitude towards political communication of specialists of public relations. The thesis involves the qualitative research method – expert interview, which helps to achieve the aim and realise the objectives included. The analysis of scientific literature and the qualitative research method allows to make the conclusions, that are as follows: the success of political communication depends on the audience‘s intention to accept the information. Advertisement and public relations are the major means that help in shaping the images of politicians, their goals. The audience is influenced by mass media, as there are possibly no people not using it; as a result, political actors usually succeed in persuading the audience. However, the impact of political cleavages nowadays has less importance on political communication. Thus, relevant problems are rather included in the context of classical political cleavages. |
