Title OBLIKOVANJE I PROVEDBA MODERNE IZBORNE KAMPANJE
Title (english) Modeling and implementation of modern electoral campaign
Author Krešimir Končevski
Mentor Dijana Vuković (mentor)
Committee member Tomislav Ivančević (predsjednik povjerenstva)
Committee member Predrag Čudina (član povjerenstva)
Granter Zagreb School of Business Zagreb
Defense date and country 2020-05-28, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Information and Communication Sciences Public Relations
Abstract Političke predizborne kampanje promidžbene su kampanje čiji je cilj umjesto proizvoda ili usluge promovirati određenu političku opciju. U radu su pokazani načini organizacije i metode provedbe političkih promidžbenih kampanja čiji je rezultat očekivan uspjeh određene političke opcije. Rad se bavi konkretnim zadacima organizatora u provedbi političkih predizbornih kampanja, nastojeći odgovoriti na pitanja kako uspješno organizirati kampanju te na koji način komunicirati u kampanji. U radu su korištena dugogodišnja i provjerena iskustva te vlastita zapažanja autora tijekom godina bavljenja ovim poslom i uspjeha koji su u praksi postignuti. Vlastite metode i zapažanja potkrijepljene su izvacima iz literature poznatih i priznatih stručnjaka iz područja političkog marketinga. Sadržaj se sastoji od tri glavna dijela, a to su organizacija političkih kampanja, komunikacija u političkim kampanjama te politički i izborni sustavi s primjerima kampanje i studijom slučaja. U prvom se poglavlju govori o načinima organiziranja rada u kampanjama, sastavnim dijelovima te organizacije, sudionicima kampanja i nositeljima aktivnosti u kampanjama te analitici. Prezentirani su primjeri kako može izgledati struktura određene organizacije.
Drugi dio bavi se komunikacijom u kampanjama u odnosu na javnost kojoj je kampanja usmjerena. Opisane su metode komuniciranja, organiziranja komunikacije, odnosi prema medijima, kategorije komuniciranja i primjena komunikacijskih vještina koje se najčešće koriste u političkim predizbornim kampanjama.
Posljednji dio donosi pregled i usporedbu političkih i izbornih sustava Hrvatske, Francuske, Velike Britanije i SAD-a, prikaz rada u konkretnoj kampanji i na kraju studiju slučaja praćenja predsjedničkih izbora od pretkampanje do konačnih rezultata.
Abstract (english) Political election campaigns are publicity campaigns that, instead of a product or service, aim to promote a particular political option. The theme of the paper seeks to show that there are ways of organizing and implementing methods of political publicity campaigns that result in the expected success of a particular political option. The paper deals with the specific tasks of the organizers in the implementation of political election campaigns, trying to answer the questions of how to successfully organize, campaign and how and in what to communicate in the campaign. The paper uses many years of proven experience and the author's own observations over the years of dealing with this work and the successes he has achieved in practice. His own methods and observations are supported by excerpts from the literature of renowned and recognized experts in the field of political marketing. The content consists of three main parts, which is the organization of political campaigns, communication in political campaigns and political and electoral systems with campaign examples and case studies. The first chapter discusses how to organize your work in campaigns, components of that organization, campaign participants, and campaigners and analysts. Examples are given of what the structure of an organization might look like.
The second part deals with communication in campaigns with respect to the public to which the campaign is directed. The methods of communication, organization of communication, relations with the media, the categories of communication and application of the communication skills most commonly used in political election campaigns are described.
The last section provides an overview and comparison of the political and electoral systems of Croatia, France, the United Kingdom and the United States, an overview of the work in a particular campaign and, finally, a case study of the presidential election from pre-election to the final results.
Keywords
izbori
kampanja
organizacija
komunikacija
politička stranka
kandidati
Keywords (english)
elections
campaign
organization
communication
political party
candidates
Language croatian
URN:NBN urn:nbn:hr:180:243285
Study programme Title: Marketing and communication management Study programme type: professional Study level: specialist graduate Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2020-06-02 08:15:06