Reaching, engaging and bonding with voters on social media: the case of 2014/2015 Croatian presidential elections

Sinčić Ćorić, Dubravka, Brečić, Ružica and Šimunjak, Maja (2017) Reaching, engaging and bonding with voters on social media: the case of 2014/2015 Croatian presidential elections. Medijske studije / Media Studies, 8 (16). pp. 61-77. ISSN 1847-9758

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Abstract

This paper examines the ways in which presidential candidates use social media in their election campaigns to democratise politics and political representation. The study is based on content analysis of statements which candidates in 2014/2015 Croatian presidential elections published on their official Facebook and Twitter accounts. The results show that candidates did not use social media to reach, engage and form stronger bonds with potential voters. By failing to do so, they have missed the opportunity to bring disenchanted voters back into the political arena and potentially increase the legitimacy of the democratic processes.

Item Type: Article
Research Areas: A. > School of Media and Performing Arts > Media
Item ID: 23460
Notes on copyright: https://www.mediastudies.fpzg.hr/ - "Medijske studije (Media Studies) is an open access journal which means that all content is freely available without charge to the user or his/her institution... Medijske studije journal is under the CC (Creative Commons) licence https://creativecommons.org/licenses/by-nc-sa/3.0/hr/."
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Depositing User: Maja Simunjak
Date Deposited: 01 Feb 2018 10:08
Last Modified: 04 Apr 2019 06:24
URI: https://eprints.mdx.ac.uk/id/eprint/23460

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