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České politické stran na Facebooku

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  • Masarykova univerzitaFakulta socilnch studi

    Katedra medilnch studi a urnalistiky

    esk politick strany na FacebookuCzech political parties on Facebook

    Bakalsk prce

    Jan Perla

    Brno 2011

    1

  • estn prohlenProhlauji, e jsem tuto bakalskou prci vypracoval samostatn s pouitm pramen a literatury uveden v bibliografii.

    V Brn dne 1. 1. 2011

    Jan Perla

    2

  • Podkovn

    Rd bych na tomto mst podkoval Mgr. Jakubovi Mackovi za veden m prce, odbornost a

    srozumitelnost pi zodpovdn mch dotaz a ochotu pi een problm. Tak bych rd podkoval

    Mgr. Otto Eiblovi za uveden do problematiky politickho marketingu.

    Dkuji Pete Holbov za cenn rady, m ptelkyni Lucii za trplivost pi psan prce a mm

    rodim za podporu v prbhu celho studia.

    astnkm brnnsk konference Barcamp dkuji za podntnou diskuzi nad prvnmi vsledky

    vzkumu.

    Mgr. Josefovi lerkovi a Mgr. Adamovi Zbiejczukovi dkuji za poskytnut dat z vzkumu

    spolenosti Ataxo Interactive.

    3

  • Anotace

    Bakalsk prce se vnuje komunikaci eskch politickch stran na on-line sociln sti Facebook

    v obdob kolem voleb do Poslaneck snmovny esk republiky v roce 2010.

    Clem prce je zjistit, zda esk politick strany vyuvaj Facebook ke sv propagaci a zhodnotit

    jak na nm komunikuj a jak jeho monosti ke komunikaci vyuvaj.

    Vzkum je provdn kombinac kvalitativn obsahov analzy s induktivnm pstupem a

    kvantitativnm deskriptivnm vzkumem s kvantifikac dat. V obdob od 8. 5. 2010 do 18. 6. 2010

    jsem sledoval vybran Strnky politickch stran na Facebook, zaznamenval data a hodnotil

    komunikaci.

    Analza ukzala, e esk politick strany vyuvaj Facebook pevn jako jednosmrn

    komunikan kanl. Existuj tak znan rozdly v me adaptace Facebooku do komunikanch

    strategi jednotlivch stran a v profesionalit jejich veden.

    Prce tak pedkld nvod na metodologick pstup k vzkumu komunikace na on-line sociln

    sti, co je fenomn, kter nebyl prozatm v akademickm prosted pli zkoumn.

    Klov slova

    vzkumn prce, kvalitativn vzkum, kvantifikovan data, Facebook, politick strany,

    komunikace, pedvolebn kampa, sociln mdia, on-line sociln st, sociln kapitl

    Annotation

    The Bachelor thesis deals with the communication of Czech political parties at on-line social

    networking site Facebook in the period around the elections to the Chamber of Deputies of the

    Czech Republic in 2010.

    The aim is to find out whether the Czech political parties use Facebook to their promotion and to

    assess how they communicate on Facebook and what its possibilities they use for communication.

    Research is processed with combination of qualitative content analysis with an inductive approach

    and descriptive quantitative research with data quantification. In the period from 8. 5. 2010 to 18. 6.

    2010 I watched selected Facebook Pages of political parties, registered data and evaluated

    communication.

    Analysis showed that Czech political parties primarily use Facebook as a on-way communication

    4

  • channel. There are also significant differences in the adaptation of Facebook to communication

    strategies of the parties and in the professionalism of their administration.

    The work also offers instructions for methodological approach to research communication at on-line

    social networking sites, a phenomenon which was not studied enough in the academic environment.

    Keywords

    research thesis, qualitative research, quantified data, Facebook, political parties, communication,

    election campaigns, social media, on-line social networking sites, social capital

    5

  • Obsah

    1. VOD .................................................................................................................................... 82. TEORETICK ZKLAD .................................................................................................. 10

    2.1 Sociln mdia ......................................................................................................... 102.1.1 Definice socilnch mdi .......................................................................... 112.1.2 Znaky socilnch mdi ............................................................................. 112.1.3 Pklady socilnch mdi .......................................................................... 12

    2.2 Internetov sociln st ......................................................................................... 132.3 Facebook ................................................................................................................. 14

    2.3.1 Komunikan funkce Facebooku ............................................................... 152.4 Mdia a volby ......................................................................................................... 18

    3. METODOLOGICK ST .............................................................................................. 203.1 Cl vzkumu ............................................................................................................ 203.2 Vzkumn paradigma ............................................................................................ 203.3 Vzkumn otzky ................................................................................................... 223.4 Vbr vzorku .......................................................................................................... 22

    3.4.1 Vbr on-line sociln st ......................................................................... 233.4.2 Vbr sledovanch politickch stran ........................................................ 24

    3.5 Metoda sledovn komunikace na Facebook Pages ............................................ 273.6 Vzkumn indiktory ............................................................................................ 283.7 Kdovac kl .......................................................................................................... 303.8 Problmy a limity prce ........................................................................................ 32

    4. EMPIRICK ST ............................................................................................................ 334.1 Vyuit Facebooku v komunikaci eskch politickch stran .............................. 334.2 Jak asto komunikuj strany na Facebooku? ...................................................... 374.3 Jak a co strany na Facebooku komunikuj? ........................................................ 41

    4.3.1 SSD ......................................................................................................... 414.3.2 KDU-SL .................................................................................................. 434.3.3 ODS ........................................................................................................... 444.3.4 Zelen ......................................................................................................... 454.3.5 TOP09 ....................................................................................................... 474.3.6. Vci veejn .............................................................................................. 494.3.7 Zhodnocen obsahu a formlnho vyuit Strnek na Facebooku ............. 50

    4.4 Probh na Strnkch politickch stran vcesmrn komunikace? .................. 51

    6

  • 4.4.1 Lajkovn ............................................................................................... 514.4.2 Komentovn ............................................................................................. 534.4.3 Reakce stran .............................................................................................. 58

    4.5 Jak vypadaj Strnky politickch stran? ............................................................. 594.6 Vsledky vzkumu ................................................................................................. 60

    4.6.1 Zodpovzen vzkumnch otzek ............................................................. 625. DISKUZE S TEORETICKOU ST .............................................................................. 656. ZVR ..................................................................................................................................... 667. SEZNAMY TABULEK, GRAF A OBRZK ................................................................... 678. POUIT ZDROJE ............................................................................................................ 68

    8.1 Seznam literatury ................................................................................................... 688.2 Nedatovan zdroje .................................................................................................. 71

    9. JMENN REJSTK ......................................................................................................... 7310. SEZNAM PLOH ............................................................................................................ 75

    Celkov poet slov: 16 891

    7

  • 1. vod

    Masov pliv uivatel on-line socilnch st v poslednch letech1 mn zpsob, jakm

    komunikujeme na internetu2, kter se stv stle vt soust naich ivot. m dl tm vce

    mezilidsk komunikace i v esk republice se odehrv prv v prosted on-line socilnch st,

    jako je Facebook, Twitter, YouTube a dal. To samozejm ovlivuje i dal oblasti naeho ivota.

    Tam, kde spolu komunikuj lid, stahuje se tak komunikace jinch subjekt, kter z tto

    komunikace chtj tit, a u jde o firmy, koly, neziskov organizace, ady a dal. V esk

    republice je tento fe

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