Key words and political parties in the 2020 pre-election campaign on Facebook

Rok, strany: 2021, 679 - 689

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.

ISO 690:

Kolenčíková, N. 2021. Key words and political parties in the 2020 pre-election campaign on Facebook. In Jazykovedný časopis, vol. 72, no.2, pp. 679-689. ISSN 0021-5597. DOI: https://doi.org/10.2478/jazcas-2021-0061

APA:

Kolenčíková, N. (2021). Key words and political parties in the 2020 pre-election campaign on Facebook. Jazykovedný časopis, 72(2), 679-689. ISSN 0021-5597. DOI: https://doi.org/10.2478/jazcas-2021-0061