| Abstract [eng] |
The aim of the master thesis is to define how candidates create their image in social media. The following tasks were set in order to achieve this aim: according to theoretical sources, to define members of modern election campaign, analyze their interaction and determine their roles and functions; according to theoretical and practical material on candidate image formation, to define the concept of candidate image, analyze different aspects of candidate image formation process and define image value in political context; to conduct a qualitative study with public relations and political specialists and candidates for 2011 Vilnius Municipality Council The paper consists of 3 parts. The first part emphasizes the significance of todays’ election campaign and roles of its 3 principal members: a candidate, media and voters. These members are dependent on each other and create a relationship chain (candidate – media – voters). The second part analyses candidate image, its components and formation process. Candidate image closely related to voters perception and is affected by inner and outer environmental factors. Image formation process should include positive media relations, campaign theme, target group expectations, personal and issue-orientated presentation, visual image and social media usage. The third part is a qualitative study. The aim of the study is to find out how candidates create their image through personal websites. The study shows that candidates use websites as a personal expression tool and a means of image formation. In their opinion, it is necessary to exploit new technologies if one wants to win the election. The Conclusions summarize the main outcomes of the analysis and the research made. It shows that candidates are limited to use traditional media channels and search for cheaper and more accessible tools. In candidates’ opinion, personal websites can be used as a means of image formation and self expression. Candidates use visual material, present themselves in both personal and professional ways and target to young voters. It was noticed that they also do not have a communication plan and their communication in a website is chaotic - that possibly decreases the number of readers. |
