<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The research paper analyses key words found in pre-election communication of electorally successful political parties, based on which the main communication differences among those parties and the specifics of pre-election communication, as well as the pre-election discourse as a whole, are identified. Research material consists of political parties’ microblogs published on individual political parties’ Facebook profiles in the period from January 1, 2020 to February 28, 2020, with a reference corpus formed by the total of these microblogs. The analysis showed professionalization of political communication, the use of new, but also traditional ways of interaction with the electorate, pre-election communication based on the presentation of candidates, offensive and combative tone of the most successful parties, self-presentation, hints of persuasive and manipulative techniques, topic points of electoral programmes, but also thematic neutrality and non-specificity that suggest smaller electoral success.</p>
</abstract>

The research paper analyses key words found in pre-election communication of electorally successful political parties, based on which the main communication differences among those parties and the specifics of pre-election communication, as well as the pre-election discourse as a whole, are identified. Research material consists of political parties’ microblogs published on individual political parties’ Facebook profiles in the period from January 1, 2020 to February 28, 2020, with a reference corpus formed by the total of these microblogs. The analysis showed professionalization of political communication, the use of new, but also traditional ways of interaction with the electorate, pre-election communication based on the presentation of candidates, offensive and combative tone of the most successful parties, self-presentation, hints of persuasive and manipulative techniques, topic points of electoral programmes, but also thematic neutrality and non-specificity that suggest smaller electoral success.

Key Words and Political Parties in the 2020 Pre-Election Campaign on Facebook

Journal of Linguistics/Jazykovedný casopis

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Key Words and Political Parties in the 2020 Pre-Election Campaign on Facebook"}

The research paper analyses key words found in pre-election communication of electorally successful political parties, based on which the main communication...

Key Words and Political Parties in the 2020 Pre-Election Campaign on Facebook

Published Online: Dec 30, 2021

Page range: 679 - 689

DOI: https://doi.org/10.2478/jazcas-2021-0061

Keywords
key words analysis, Facebook, microblog, pre-election communication

© 2021 Natália Kolenčíková, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Key Words and Political Parties in the 2020 Pre-Election Campaign on Facebook

Published Online: Dec 30, 2021

Page range: 679 - 689

DOI: https://doi.org/10.2478/jazcas-2021-0061

Keywordskey words analysis, Facebook, microblog, pre-election communication

© 2021 Natália Kolenčíková, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
key words analysis, Facebook, microblog, pre-election communication