Komparativna analiza utjecaja medijskih posredovanih političkih kampanja na birače
Comparative analysis of influences of media delivered political campaigns on voters

Summary/Abstract: Media represents a necessary communication channel in political communication. Although more efficient, direct communication is not possible with all the target publics because of lack of time and often the lack of funds needed for direct communication. But, direct communication is not utilized only to communicate with the gathered crowd, but also represents an event or pseudo-event which will be transferred to broader target groups through media. Strategies, tactics and techniques of political campaign management through the media as communication channels are planned in detail, like the methods of research which should deliver precise predictions of election results, being the final goal of the campaign execution. While in developed countries polls are mostly precise and the results are placed around the minimal statistical error, the situation in countries in transition is opposite and pre-election and exit polls often do not correspond to the actual election results. Research conducted on the sample of 500 people in Croatia and Bosnia and Herzegovina shown that most of the voters are led by cheering mentality so they vote for the party they prefer, regardless of the offered program and the quality of political campaign, while many voters admits that they refuse to take part in polls or, that when they accept to participate in polls do not say the truth.

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