Masarykova univerzitaFakulta socilnch studi

Katedra medilnch studi a urnalistiky

esk politick strany na FacebookuCzech political parties on Facebook

Bakalsk prce

Jan Perla

Brno 2011

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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

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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.

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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

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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

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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

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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

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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