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Political PR on the social network Facebook during Easter holidays

Politički PR na društvenoj mreži Fejsbuk tokom Uskšnjih praznika

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2013
417.pdf (702.2Kb)
Authors
Mirkov, Lidija
Article (Published version)
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Abstract
Political marketing during election campaigns seems to be an everyday reality for an average citizen in Serbia. The Internet used to be considered as a bastion of freedom, different from traditional, controlled media. However, social networks have changed this - it's getting harder to isolate from politics. Voluntarily or not, we see political messages online just as we see them on TV, billboards or in the press. Not only in commercials, politicians also speak from their Facebook pages to their fans - because politicians have become celebrities, the stars. Exposure to political messages is relevant in forming public opinion, but the manipulation gets more hidden, especially during traditional and religious holidays like the Easter. It's easier to access people during leisure times and politicians tend to present themselves as 'one of us'. We researched the type of activities of political parties on Facebook and we proved that, even though the style of campaigns may vary among parties, ...their political PR follows the same rules as in the traditional media.

Politički marketing je u vreme predizborne kampanje u Srbiji svakodnevna stvarnost svakog građanina. Internet je dugo smatran poljem slobode, nasuprot kontrolisanim medijima, ali pojavom društvenih mreža postaje sve teže da se izolujemo od političkih uticaja. Dobrovoljno ili ne, viđamo reklamne poruke na Fejsbuku kao što ih gledamo na bilbordima, televiziji ili u štampi. Ne samo reklamnim porukama, političari se obraćaju sa svojih stranica ljubiteljima, tj. obožavaocima - jer su političari javne ličnosti, zvezde. Pošto je izloženost porukama političara važna u formiranju stavova birača, a manipulacija sve prikrivenija, odlučili smo da se posvetimo istraživanju političkog PR-a stranaka u vreme Uskrsa. Pristup biračima je olakšan za vreme praznika i lakše je predstaviti se kao dobroćudan političar koji je 'isti kao vi'. Naše istraživanje je pokazalo da, iako stil varira od stranke do stranke, politički PR svih stranaka u uzorku je isti i ne odstupa od stila kampanje u tradicionalnim medi...jima.

Keywords:
political PR / social network / Facebook / election campaign / communication / style / politički PR / društvena mreža / Fejsbuk / predizborna kampanja / komuniciranje / stil
Source:
Kultura, 2013, 139, 253-272
Publisher:
  • Zavod za proučavanje kulturnog razvitka, Beograd

DOI: 10.5937/kultura1339253M

ISSN: 0023-5164

[ Google Scholar ]
URI
http://rfpn.fpn.bg.ac.rs/handle/123456789/420
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  • Radovi istraživača / Researchers' papers
Institution/Community
FPN
TY  - JOUR
AU  - Mirkov, Lidija
PY  - 2013
UR  - http://rfpn.fpn.bg.ac.rs/handle/123456789/420
AB  - Political marketing during election campaigns seems to be an everyday reality for an average citizen in Serbia. The Internet used to be considered as a bastion of freedom, different from traditional, controlled media. However, social networks have changed this - it's getting harder to isolate from politics. Voluntarily or not, we see political messages online just as we see them on TV, billboards or in the press. Not only in commercials, politicians also speak from their Facebook pages to their fans - because politicians have become celebrities, the stars. Exposure to political messages is relevant in forming public opinion, but the manipulation gets more hidden, especially during traditional and religious holidays like the Easter. It's easier to access people during leisure times and politicians tend to present themselves as 'one of us'. We researched the type of activities of political parties on Facebook and we proved that, even though the style of campaigns may vary among parties, their political PR follows the same rules as in the traditional media.
AB  - Politički marketing je u vreme predizborne kampanje u Srbiji svakodnevna stvarnost svakog građanina. Internet je dugo smatran poljem slobode, nasuprot kontrolisanim medijima, ali pojavom društvenih mreža postaje sve teže da se izolujemo od političkih uticaja. Dobrovoljno ili ne, viđamo reklamne poruke na Fejsbuku kao što ih gledamo na bilbordima, televiziji ili u štampi. Ne samo reklamnim porukama, političari se obraćaju sa svojih stranica ljubiteljima, tj. obožavaocima - jer su političari javne ličnosti, zvezde. Pošto je izloženost porukama političara važna u formiranju stavova birača, a manipulacija sve prikrivenija, odlučili smo da se posvetimo istraživanju političkog PR-a stranaka u vreme Uskrsa. Pristup biračima je olakšan za vreme praznika i lakše je predstaviti se kao dobroćudan političar koji je 'isti kao vi'. Naše istraživanje je pokazalo da, iako stil varira od stranke do stranke, politički PR svih stranaka u uzorku je isti i ne odstupa od stila kampanje u tradicionalnim medijima.
PB  - Zavod za proučavanje kulturnog razvitka, Beograd
T2  - Kultura
T1  - Political PR on the social network Facebook during Easter holidays
T1  - Politički PR na društvenoj mreži Fejsbuk tokom Uskšnjih praznika
EP  - 272
IS  - 139
SP  - 253
DO  - 10.5937/kultura1339253M
ER  - 
@article{
author = "Mirkov, Lidija",
year = "2013",
abstract = "Political marketing during election campaigns seems to be an everyday reality for an average citizen in Serbia. The Internet used to be considered as a bastion of freedom, different from traditional, controlled media. However, social networks have changed this - it's getting harder to isolate from politics. Voluntarily or not, we see political messages online just as we see them on TV, billboards or in the press. Not only in commercials, politicians also speak from their Facebook pages to their fans - because politicians have become celebrities, the stars. Exposure to political messages is relevant in forming public opinion, but the manipulation gets more hidden, especially during traditional and religious holidays like the Easter. It's easier to access people during leisure times and politicians tend to present themselves as 'one of us'. We researched the type of activities of political parties on Facebook and we proved that, even though the style of campaigns may vary among parties, their political PR follows the same rules as in the traditional media., Politički marketing je u vreme predizborne kampanje u Srbiji svakodnevna stvarnost svakog građanina. Internet je dugo smatran poljem slobode, nasuprot kontrolisanim medijima, ali pojavom društvenih mreža postaje sve teže da se izolujemo od političkih uticaja. Dobrovoljno ili ne, viđamo reklamne poruke na Fejsbuku kao što ih gledamo na bilbordima, televiziji ili u štampi. Ne samo reklamnim porukama, političari se obraćaju sa svojih stranica ljubiteljima, tj. obožavaocima - jer su političari javne ličnosti, zvezde. Pošto je izloženost porukama političara važna u formiranju stavova birača, a manipulacija sve prikrivenija, odlučili smo da se posvetimo istraživanju političkog PR-a stranaka u vreme Uskrsa. Pristup biračima je olakšan za vreme praznika i lakše je predstaviti se kao dobroćudan političar koji je 'isti kao vi'. Naše istraživanje je pokazalo da, iako stil varira od stranke do stranke, politički PR svih stranaka u uzorku je isti i ne odstupa od stila kampanje u tradicionalnim medijima.",
publisher = "Zavod za proučavanje kulturnog razvitka, Beograd",
journal = "Kultura",
title = "Political PR on the social network Facebook during Easter holidays, Politički PR na društvenoj mreži Fejsbuk tokom Uskšnjih praznika",
pages = "272-253",
number = "139",
doi = "10.5937/kultura1339253M"
}
Mirkov, L.. (2013). Political PR on the social network Facebook during Easter holidays. in Kultura
Zavod za proučavanje kulturnog razvitka, Beograd.(139), 253-272.
https://doi.org/10.5937/kultura1339253M
Mirkov L. Political PR on the social network Facebook during Easter holidays. in Kultura. 2013;(139):253-272.
doi:10.5937/kultura1339253M .
Mirkov, Lidija, "Political PR on the social network Facebook during Easter holidays" in Kultura, no. 139 (2013):253-272,
https://doi.org/10.5937/kultura1339253M . .

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