Facebook in Use of Political Parties in Slovakia – Tool for Communication of Promotion: Far Right vs. Others
Facebook in Use of Political Parties in Slovakia – Tool for Communication of Promotion: Far Right vs. Others

Summary/Abstract: Digital media have an important role not only in media strategies of companies, but they are now an irreplaceable tool for all political parties. The right-wing parties in Slovakia compared to the system parties offers an interesting space to analyze the importance and use of social networks in their marketing and promotion. The main objective of the contribution is to identify the use of Facebook‘s social network by political parties in Slovakia in the sense of – far right vs system party, with the following aim: frequency and periodicity of posting, user activity on posts, keyword occurrence and distinction of posts that serve to communicate topics or promote Party. The partial goal identifies the content of contributions posted on facebook, identify type of posts used to promote the party or communicating political topics. At the same time, we are interested in the level of interaction between users in posts, while identifing the relation between post sharing, comments, and likes. The results show a relatively balanced ratio of post dedicated to communicating topics and party promotion. The existence of a positive correlation between selected variables in all the cases has been confirmed.

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