| Abstract [eng] |
The Master's thesis analyses the positioning of political parties in the election campaign. The analysis provides an insight into which policy priorities, characteristics, themes or values are most prominently conveyed in the positioning of political parties during the electoral campaign. The analysis of the positioning of political parties provides insight into which arguments (rational or emotional) are chosen in order to attract target audiences or to adapt to the national context. The aim of this Thesis is to identify the expression of the positioning of political parties in social networks on the basis of rational and emotional arguments by analysing the positioning of political parties from a theoretical perspective. To achieve this goal, the thesis aims to: 1) analyse the concept of positioning, the process of implementation and the differentiation of arguments on a rational and emotional basis; 2) analyse the communication of political parties in social networks from the perspective of positioning; 3) to identify the dominant features and content themes in the positioning of political parties through research; 4) assess the differentiation of rational and emotional arguments in the positioning of political parties in an electoral campaign. The Thesis is an exploratory study based on a survey. The survey aims to identify possible trends in the case of the topic under analysis from the public perspective. A qualitative content analysis of the data is then carried out, which aims to reveal the ongoing positioning of political parties, through which characteristics, benefits, innovativeness, discussion of rivals, identification of key themes and value propositions are conveyed, with a focus on the presentation of rational and emotive arguments. The analysis of the scientific literature has shown that positioning is discussed as a sequence of activities, the essential aim of which is to create a position in the mind of the target audience. The perception of political positioning is based on political marketing and communication in order to gain a position vis-à-vis competitors. Positioning in a political context not only allows one to shape one's own image, but also to compare this with the political electorate's view of the political entity and the presentation of the competitors' positions, thus gaining a better understanding of the advantages and disadvantages of positioning. In terms of the positioning of political parties, it can be seen that parties have clear strategies for emphasising their characteristics, which are important in conveying ideas to the electorate and thus encouraging them to become part of a conscious support base. The positioning attributes developed by political parties are influential in the minds of voters, as the parties described by respondents are associated with similar attitudes. In terms of the benefits they provide to voters, political parties formulate different positioning messages, which in this area are most closely linked to the main themes discussed by political parties. The content themes positioned by political parties are different for each political party analysed. When analysing the distinction between rational and emotional arguments in positioning, it should be stressed that the study revealed that TS-LKD and LS express themselves most through rational arguments. The LSDP and LVŽS were the most emotional in their positioning during the election campaign. |
