Marketinško komuniciranje v volilni kampanji na lokalnih volitvah

magistrsko delo

Klavdija Hötzl (Avtor), Bruno Završnik (Mentor)

Povzetek

Marketinško komuniciranje je pomemben del volilne kampanje. Z njegovo pomočjo namreč politiki in njihova ekipa kreirajo volilno kampanjo, njene strategije in načine, kako bodo prepričali volivce, da se odločijo za njih. Pomembno je, kako politik z volivci komunicira, saj jim na ta način sporoča svoje namene in cilje za prihodnost, zakaj je prav on njihova najboljša izbira in katere spremembe želi vnesti. Zadnje čase igrajo pri tem veliko vlogo družbena omrežja, na katere se praktično seli velik del kampanje in komuniciranje z volivci. Tovrstne aktivnosti namreč politikom omogočajo neposredno komunikacijo z ljudmi, ki jim tudi takoj dajo povratne informacije. Sama podoba kandidata v očeh volivcev namreč zelo vpliva na njihovo odločitev. In prav zaradi tega je treba veliko pozornosti namenjati kandidatovemu vedenju – kaj s svojimi besedami in kretnjami sporoča volivcem ter kako verodostojen in resen deluje v njihovih očeh. Volilna kampanja ima torej velik vpliv na odločitev volivcev, ni pa edini dejavnik, ki vpliva nanje. Veliko je odvisno tudi od gospodarske situacije ter družbenega in političnega okolja, zaradi česar pride do določenega izida. Študija, ki sem jo izvedla v okviru magistrskega dela, se nanaša na lokalne volitve v Mariboru leta 2018 in na kampanjo kandidata in takratnega župana dr. Andreja Fištravca. Slednji v začetku volilne kampanje ni imel veliko podpore, saj je po javnomnenjski raziskavi velik odstotek vprašanih povedal, da ga zagotovo ne bi ponovno volili. Kljub temu mu je z različnimi pristopi in aktivnostmi v času volilne kampanje uspelo dvigniti podporo med volivci in se jim prikazati v pozitivni podobi ter kot povsem dostopna oseba.

Ključne besede

marketinško komuniciranje;družbena omrežja;volitve;volilna kampanja;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2020
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[K. Hötzl]
UDK:	339.13:324
COBISS:	42241283
Št. ogledov:	531
Št. prenosov:	104
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Marketing communication in the local election campaign
Sekundarni povzetek:	Marketing communication is an important part of the election campaign. With its help, politicians and his team are creating an election campaign, its strategies and ways to persuade voters to decide for them. It is important how the politician communicates with the voters, because in this way he communicates his intentions and goals for the future, why he is their best choice and what changes he wants to make. Recently, social media have been playing a big role in this, to which a large part of the campaign and communication with voters is practically moving. Such activities enable politicians to communicate directly with people, who also give them immediate feedback. The very image of the candidate in the eyes of the voters has a great influence on the voter's decision. And it is precisely because of this that much attention needs to be paid to the candidate’s behavior, what he communicates to voters with his words and gestures, and how credible and serious he acts in their eyes. The election campaign therefore has a major impact on voters ’decisions, but it is not the only factor who influence. Much also depends on the economic situation, the social and political environment that lead to a particular outcome. The study I conducted as part of my master's thesis relates to the local elections in Maribor in 2018 and the campaign of the candidate and then mayor Andrej Fištravec. Andrej Fištravec did not have much support at the beginning of the election campaign, as according to a public opinion poll, a large percentage of respondents said that they would definitely not vote for him again. However, with various approaches and activities during the election campaign, Andrej Fištravec managed to raise support among voters and present him in an accessible and positive image.
Sekundarne ključne besede:	election campaign;marketing communication;Andrej Fištravec;elections;social media;
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	75 str., 4 str. pril.
ID:	12030121