PERSUASION TECHNIQUES IN MEDIA COMMUNICATION OF POLITICIANS
PERSUASION TECHNIQUES IN MEDIA COMMUNICATION OF POLITICIANS

Summary/Abstract: The objective of the study is to examine usage of persuasion techniques in media communication of politicians. The research sample consists of media statements of selected Slovak politicians on social networks. The selected politicians are the winners of the most recent election conducted on the territory of the Slovak Republic, i.e. election to the higher territorial units in 2017. We have chosen to analyze the issue mainly due to the fact that, in contemporary society, we often encounter negative ways of influencing a recipient, like for example, manipulation, propaganda, or scaremongering. Persuasion can generally be considered a means of persuading, while the actual conviction is based on a free and reasoned decision of the recipient. Political communication and election campaigns in Slovakia and in the world provide a vast space to analyze the means of public figures trying to win a recipient, in this case, a voter. We approach the research through a method of content analysis. We have analyzed media communication of the winners of the election to the higher territorial units 2017 on social networks in the pre-election week. The result of the research and this study is an evaluation of occurrences of persuasion techniques used most frequently by the selected politicians in Slovakia.

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