Negative Campaign on Social Networks: Clashes of Youth Political Organizations on Facebook
Negative Campaign on Social Networks: Clashes of Youth Political Organizations on Facebook

Summary/Abstract: Social networks are current prime space for the activities of youth political organizations. They are used not only as a marketing tool to present their activities to the target audience, but also to communicate various content. The focus of the paper is to identify forms of negative campaigns in communication and promotion posts on social networks of youth political organizations in Slovakia. Data are obtained from official Facebook profiles. They are processed through statistical software. The monitored categories focus on: the ratio of contributions with a negative campaign to the total number of contributions, the direction of the negative campaign (person / entity), the topic of the negative campaign contribution, the form of the negative campaign contribution (post type). The results show the active use of forms of negative campaigns on social networks of youth political organizations.

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