Karel Schwarzenberg a Miloš Zeman: Pozitivní a negativní kampaň k prezidentským volbám

• Authors: Monika Červinková , Lucie Kulhavá

Title variants

EN

Karel Schwarzenberg and Miloš Zeman: Positive and Negative Campaign before the Presidential Elections

• Languages of publication: CS

Abstracts

EN

The article discusses the official presentations of the two most successful candidates of the first round of the presidential elections in the Czech Republic 2013, Karel Schwarzenberg and Miloš Zeman, from the perspective of the concepts of positive and negative political advertisement and the reflection of the election campaigns by Czech citizens. By the means of the framework and content analyses the topics and the most frequent words of the official (created by campaigns teams) materials are identified. The results are interpreted with regard to the attributes of positive and negative campaign. Using the statistical analysis of the data from public opinion survey by CVVM the Czech public’s reflection of the election campaigns is described. The results of the study indicate that we can denote Zeman’s campaign after the first round of the elections as a negative one. Zeman’s campaign has also proved to be more specific and memorable - by both, subjective evaluation of the respondents and the associations, connected with the candidates after the elections.

Keywords

EN

positive campaign; negative campaign; political advertisement; presidential elections; Zeman; Schwarzenberg

Discipline

• MEDIA_&_COMMUNICATION: MEDIA & COMMUNICATION
• POLITICAL_SCIENCES: POLITICAL SCIENCES

• Publisher: Institute of Sociology, Czech Academy of Sciences
• Journal: Naše společnost (Our Society)
• Year: 2013
• Volume: 11
• Issue: 2
• Pages: 16-29

Contributors

author

Monika Červinková

author

Lucie Kulhavá

• CVVM, SOÚ AV ČR, v.v.i., Jilská 1, 110 00 Praha 1, Czech Republic

Identifiers

DOI

10.13060/1214-438X.2013.11.2.2