Analiza političke komunikacije na društvenim mrežama tijekom predizborne kampanje za parlamentarne izbore 2020.
Analysis of political communication on social networks during the 2020 parliamentary election campaign

Summary/Abstract: Political communication uses all available channels, and social networks are one of the most used sources of communication in pre-election periods. Research often shows that in political communication social networks often remain an underutilized potential, especially in the area of two-way communication and interactivity with citizens. The level of political parties in the parliamentary elections is determined through this content analysis of posts on social networks Facebook and Instagram for the five best ranked Croatian political parties in the 2020 parliamentary elections: HDZ, SDP, Domovinski pokret, Most and Možemo!. The main goal of the paper was to determine how political parties set up communication on social networks Facebook and Instagram, measured user engagement, what format of posts parties used, what were the topics of posts, whether symbols were used, official hashtags, whether parties called on engagement, designated persons / institutions and collaborated with known persons.

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