Get Negative – the Case of Offensive Campaign in 2010 Slovak Parliamentary Election
Get Negative – the Case of Offensive Campaign in 2010 Slovak Parliamentary Election

Summary/Abstract: This study deals with Parliamentary elections that took place in the Slovak Republic on the 12th of June 2010. The study focuses on the impact and position of negative messaging in the Slovak party system, and also on the ability to use the parties on the electoral and political market. It finds out that political parties in the Slovak republic were more – less influenced by the campaign of the political subject which appeared on the political and party cycle after the faulted parliamentary election in 1998 – the political party Smer, which used the negative messaging in a specific approach, which fits into the processes of hybridization, which is visible in many post-soviet countries. It also finds out that since 2002 parliamentary election, in Slovak political and party system, every electoral period has brought a political subject that copied the logic of the mediatization, but its life cycle lasts only one electoral period. And focus on the increase of the negative messaging in the electoral campaign of political subjects and civic society in 2010 parliamentary election that became a new symbol of the political communication research in the Slovak republic.

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