CEU Electronic Theses and Dissertations, 2012
| Author | Filipovic, Visnja |
|---|---|
| Title | Political Mobilization via Social Media - Strategies of Serbian Political Parties |
| Summary | The aim of this paper is to investigate whether major political parties in Serbia that were running for parliamentary elections in May 2012 developed the strategies for online mobilization of their potential voters on two major social networks – Facebook and Twitter. My main presumption is that political parties in Serbia, although insufficiently informed about the possibilities of social media in political communication, are at least aware of the main advantages that social networks brings in the world of communication – the reduction of campaign costs, the possibility of two-way communication, the possibility of precise and easy group targeting and the weaker mechanisms of content filtering and gatekeeping. Another assumption is that political parties will use those advantages in accordance with the specificities of Serbian political environment and that they will use it in a way that will promote their current position in Serbian party system in a best possible way. After the analysis of the different parties and their Facebook and Twitter pages, which is consisted of qualitative content analysis, interviewing and simple quantification of data, I concluded that key political parties in Serbia mostly did not recognize the main advantages of social networks. The reasons for that mainly were the widespread skepticism about possibilities of online mobilization and insufficient knowledge about the new media in general |
| Supervisor | Toka, Gabor |
| Department | Political Science MA |
| Full text | https://www.etd.ceu.edu/2012/filipovic_visnja.pdf |
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