SPINNING THE DISCOURSE FOR AMELIORATING THE NEGATIVE DISCOURSE OF POLITICAL LEADERSHIP IN ALBANIA
SPINNING THE DISCOURSE FOR AMELIORATING THE NEGATIVE DISCOURSE OF POLITICAL LEADERSHIP IN ALBANIA

Summary/Abstract: The political discourse used during the electoral campaigns is one of the most essential indicators for the measurement of the level of democracy in a country. It impacts not only the voting behavior or the outcome of elections, but also at the same time the quality of democracy, in particular in countries with unconsolidated democracy such as Albania. From this point of view, the effect of the electoral strategies exceeds primary goals, such as winning of elections, and has a direct effect on the quality of democracy and as a consequence in the quality of citizens’ life. From this point of view, the “language” used during the electoral campaign is a significant indicator in order to predict how the future directors of the state administration are going to lead and administer. This study aims at analyzing the political discourse that dominated during the pre-election period in Albania, in the framework of recent local elections for Mayor of Tirana during 2015. This study was focused only on these two political figures and not on other candidates, because of the number of the votes collected by them during the electoral process, by demonstrating the highest degree of the attention by the Albanian voters.

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