A Winding Road From “Likes” To Votes: The Role Of Social Media
In The 2013 Czech Presidential Elections

C 2014

A Winding Road From “Likes” To Votes: The Role Of Social Media In The 2013 Czech Presidential Elections

ŠTĚTKA, Václav, Alena MACKOVÁ and Marta FIALOVÁ

Basic information

Original name

A Winding Road From “Likes” To Votes: The Role Of Social Media In The 2013 Czech Presidential Elections

Authors

ŠTĚTKA, Václav (203 Czech Republic, guarantor, belonging to the institution), Alena MACKOVÁ (203 Czech Republic, belonging to the institution) and Marta FIALOVÁ (203 Czech Republic, belonging to the institution)

Edition

Cham, Social Media in Politics. Case Studies on the Political Power of Social Media. p. 225-244, 20 pp. Public Administration and Information Technology Vol. 13, 2014

Publisher

Springer International Publishing Switzerland

Other information

Language

English

Type of outcome

Kapitola resp. kapitoly v odborné knize

Field of Study

Literature, mass media, audio-visual activities

Country of publisher

Switzerland

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

printed version "print"

References:

Springer International Publishing Switzerland

RIV identification code

RIV/00216224:14230/14:00075401

Organization unit

Faculty of Social Studies

ISBN

3-319-04665-9

DOI

http://dx.doi.org/10.1007/978-3-319-04666-2_13

Keywords in English

Social media; Election campaign; Czech Republic; Online mobilization; Political marketing

Změněno: 26/5/2014 11:33, Mgr. et Mgr. Alena Pospíšil Macková, Ph.D.

Abstract

V originále

This case study analyzes the use of social media in the campaign for the historically first direct presidential elections in the Czech Republic in January 2013. Following a brief outline of the political context and outcomes of the elections, this study explores and compares the strategies of campaign communication of the nine presidential candidates on the social networking sites Facebook and Twitter. Apart from mapping the dynamics of the campaign and the responsiveness of Facebook and Twitter users, we have used content analysis to examine basic formal characteristics of over 1,000 messages posted on Facebook in the course of the campaign by the candidates and their teams. Additionally, this chapter also examines more closely the place of social media in the campaign of Karel Schwarzenberg, the eventual runner-up of the presidential race, whose team distanced all other candidates in both the extent as the level of sophistication of communication carried via the social networking sites. Overall, the presidential elections haverevealed both the potential as well as limits of electoral mobilization through social networks, while at the same time it has demonstrated the continuing importance of more traditional means of campaign communication in the Czech Republic.

Links

EE2.3.20.0184, research and development project

Name: Vytvoření interdisciplinárního týmu v oblasti výzkumu internetu a nových médií

Citovat

ŠTĚTKA, Václav, Alena MACKOVÁ and Marta FIALOVÁ. A Winding Road From “Likes” To Votes: The Role Of Social Media In The 2013 Czech Presidential Elections. In Bogdan Patrut, Monica Patrut. Social Media in Politics. Case Studies on the Political Power of Social Media. Cham: Springer International Publishing Switzerland, 2014, p. 225-244. Public Administration and Information Technology Vol. 13. ISBN 3-319-04665-9. Available from: https://dx.doi.org/10.1007/978-3-319-04666-2_13.

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   author = {Štětka, Václav and Macková, Alena and Fialová, Marta},
   address = {Cham},
   booktitle = {Social Media in Politics. Case Studies on the Political Power of Social Media.},
   doi = {http://dx.doi.org/10.1007/978-3-319-04666-2_13},
   editor = {Bogdan Patrut, Monica Patrut},
   keywords = {Social media; Election campaign; Czech Republic; Online mobilization; Political marketing},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {Cham},
   isbn = {3-319-04665-9},
   pages = {225-244},
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   title = {A Winding Road From “Likes” To Votes: The Role Of Social Media In The 2013 Czech Presidential Elections},
   url = {http://www.springer.com/new+%26+forthcoming+titles+(default)/book/978-3-319-04665-5},
   year = {2014}
}

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PY  - 2014
TI  - A Winding Road From “Likes” To Votes: The Role Of Social Media In The 2013 Czech Presidential Elections
VL  - Public Administration and Information Technology Vol. 13
PB  - Springer International Publishing Switzerland
CY  - Cham
SN  - 3319046659
KW  - Social media
KW  - Election campaign
KW  - Czech Republic
KW  - Online mobilization
KW  - Political marketing
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L2  - http://www.springer.com/new+%26+forthcoming+titles+(default)/book/978-3-319-04665-5
N2  - This case study analyzes the use of social media in the campaign for the historically first direct presidential elections in the Czech Republic in January 2013. Following a brief outline of the political context and outcomes of the elections, this study explores and compares the strategies of campaign communication of the nine presidential candidates on the social networking sites Facebook and Twitter. Apart from mapping the dynamics of the campaign and the responsiveness of Facebook and Twitter users, we have used content analysis to examine basic formal characteristics of over 1,000 messages posted on Facebook in the course of the campaign by the candidates and their teams. Additionally, this chapter also examines more closely the place of social media in the campaign of Karel Schwarzenberg, the eventual runner-up of the presidential race, whose team distanced all other candidates in both the extent as the level of sophistication of communication carried via the social networking sites. Overall, the presidential elections haverevealed both the potential as well as limits of electoral mobilization through social networks, while at the same time it has demonstrated the continuing importance of more traditional means of campaign communication in the Czech Republic.
ER  -

ŠTĚTKA, Václav, Alena MACKOVÁ and Marta FIALOVÁ. A Winding Road From “Likes” To Votes: The Role Of Social Media In The 2013 Czech Presidential Elections. In Bogdan Patrut, Monica Patrut. \textit{Social Media in Politics. Case Studies on the Political Power of Social Media.}. Cham: Springer International Publishing Switzerland, 2014, p.~225-244. Public Administration and Information Technology Vol. 13. ISBN~3-319-04665-9. Available from: https://dx.doi.org/10.1007/978-3-319-04666-2\_{}13.

Detailed Information on Publication Record