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Diplomsko delo obravnava personalizacijo na primeru uporabe socialnega omrežja Twitter med predsedniško volilno kampanjo leta 2017. Prvi del teoretično opredeli politično personalizacijo, ki presega prikazovanje sfere zasebnega, gre namreč za strateški način predstavitve in podajanja informacij, ki personalizirajo. Z razvojem novih tehnologij se je fenomen uveljavil tudi na sodobnih medijskih platformah. Med najbolj odmevnimi je Twitter, ki je s svojimi funkcionalnostmi postal pomembno politično orodje interaktivne, svobodne in nenadzorovane komunikacije. V drugem delu zasledujem prisotnost personalizacije v spletnih kampanjah na Twitter profilih predsedniških kandidatov Boruta Pahorja in Marjana Šarca. Zanimalo me je, v kakšni meri in kako je bila izrabljena interaktivnost spletnega orodja Twitter, kakšno samopodobo sta kandidata med predsedniško kampanjo kazala javnosti in na kakšen način sta jo gradila. Iz zbranih objav obeh kandidatov sem ugotovila, da je bila večina objav opremljenih z interaktivnimi sredstvi, a komunikacija ni bila dialoška z volilnim telesom. V enosmerni in samopromocijsko naravnani spletni komunikaciji je bilo moč zaznati vzorce personalizacije. This paper examines personalisation used on the Twitter social network during the 2017 presidential election campaign. The theoretical part defines political personalisation, which not only depicts private life, but also acts as a strategic tool to provide and present personalising information. The development of new technologies enabled the use of personalisation on modern media platforms. One of the most popular social networks is Twitter, whose functionalities act as an important political tool in interactive, free and uncontrolled communication. In the second part of the paper, I study the use of personalisation in online campaigns on Twitter profiles of two presidential candidates, Borut Pahor and Marjan Šarec. I wanted to determine to what extent and in what way the interactivity of Twitter as an online tool was used. I was also interested in the degree of self-esteem portrayed by the candidates in their tweets during the presidential campaign and how their self-esteem was built. Based on the collected tweets of both candidates, I determined that most of the tweets included interactive elements, yet the communication did not encourage dialogue with the electorate. Patterns of personalisation were observed in one-way and self-promoting online communication.

Magistrsko delo obravnava povezavo med volilno udeležbo in informiranostjo volivcev. Ta je eden od številnih dejavnikov, ki lahko vpliva na to, ali se bo volivec udeležil volitev. Povezavo sem ugotavljala s študijo primera v dveh časovnih točkah: primerjala sem institucionalno kampanjo Evropskega parlamenta pred evropskimi volitvami leta 2014 in institucionalno kampanjo Evropskega parlamenta Tokrat grem volit pred evropskimi volitvami leta 2019 na primeru Slovenije. Za volitve v Evropski parlament je značilno padanje povprečja volilne udeležbe. Od prvih leta 1979 se je v državah članicah Evropske unije z 61,9 % zmanjšalo na 42,6 % v letu 2014, ko je bilo najnižje. Na evropskih volitvah 2019 se je trend padanja povprečja volilne udeležbe v EU prvič zaustavil in se dvignil na 50,6 %. V Sloveniji se je evropskih volitev 2019 udeležilo 28,9 % volilnih upravičencev, kar je v primerjavi z evropskimi volitvami leta 2014 za 4,4 odstotne točke več in hkrati največ od vključitve v EU. Ugotovila sem, da lahko dvig volilne udeležbe pripišemo tudi volilni kampanji Pisarne Evropskega parlamenta v Ljubljani, ki je bila v primerjavi s prejšnjimi prvič jasno določena predvsem skupine nagovarjanja volivcev in sporočilo kampanje organizirali so tudi bistveno več aktivnosti za volivce in intenzivno sodelovali z raznovrstnimi mediji. Toda glavne hipoteze magistrskega dela, da pomeni večji obseg aktivnosti tudi večjo informiranost volivcev in posledično višjo volilno udeležbo, na podlagi javnomnenjskih anket nisem mogla potrditi. Volilna udeležba je namreč odvisna od množice izjemno kompleksnih in med seboj prepletenih dejavnikov. The master’s thesis discusses the connection between the turnout of voters and the voters’ awareness. The latter is one of the numerous factors which can influence whether the voter will participate in the elections or not. I was ascertaining the connection with the case study in two points of time: I compared the institutional campaign of the European Parliament before European elections in 2014 and the This Time I’m Voting institutional campaign of the European Parliament before the European elections in 2019 on the case of Slovenia. A decline in the average of the turnout of voters is characteristic of the elections in the European Parliament. Since the first elections in 1979, the turnout of voters has reduced in the member states of the European Union from 61.9% to 42.6% in 2014 when it was the lowest. The decline in the average of the turnout of voters was stopped in 2019 and raised it to 50.6%. In Slovenia, 28.9% of eligible voters participated in the European elections in 2019 which is 4.4 percentage points more in comparison to the European elections in 2014 and the most since the joining to the EU at the same time. I ascertained that the raise of the turnout of voters can be attributed also to communication campaign of the European Parliament Liaison Office in Ljubljana, which was determined in the comparison with the previous ones for the first time clearly, above all the groups of addressing the voters and the message of the campaign. They also organized essentially more activities for the voters and cooperated intensively with different media. However, I could not confirm the main hypothesis of the master’s thesis that a bigger scope of activities means bigger voters’ awareness and, consequently, a higher turnout of voters. Namely, the turnout of voters depends on many exceptionally complex and intertwined factors.

V diplomski nalogi sem raziskoval vzpon političnega marketinga v volilnih kampanjah. Tematiko sem analiziral s študijo primerov, pri čemer sem se na začetku osredotočil na (predstavniško) demokracijo kot temelj za celotni demokratični sistem, kot ga poznamo danes, in volitve kot osrednjo institucijo predstavniške demokracije. Največ pozornosti sem usmeril v preučevanje političnega marketinga in amerikanizacije volitev, ki se danes vse močneje pojavljata pri volilnih kampanjah. In this thesis, I have researched the rise of political marketing in election campaigns. The analysis has been based on study cases. At the beginning I have focused mainly on representative democracy, as it is the foundation of democracy as a system which we know today, and furthermore on elections as the main institution of representative democracy. I have payed most attention to studying political marketing and americanisation of elections, which are both increasingly more present in today’s election campaigns.

Ameriške volitve so tiste, ki so najodmevnejše v svetu. Predsedniška kampanja je ena daljših, saj se začne že več kot leto dni pred volitvami. Volitve leta 2016 so veljale za umazane, saj sta si Donald Trump in Hillary Clinton prizadevala, da popolnoma diskreditirata drug drugega. V diplomski nalogi so podani odgovori na dve raziskovalni vprašanji, ki sta se pojavljali skozi celotno delo. Prvo vprašanje je, ali so na volitvah 2016 mediji pravilno in realno predstavili oba kandidata? Drugo vprašanje pa, ali so imeli socialni mediji velik vpliv pri zmagi Donalda Trumpa. V prvem delu diplome so predstavljeni ameriški politični sistem, mediji in volilna kampanja na splošno. V drugem delu je opisano, kakšen je dejanski vpliv medijev na volitve in volilno kampanjo. Predstavljena sta oba kandidata in primerjava kampanj ter rezultati. V zadnjem delu je podana primerjava vpliva socialnih medijev v letih 2008 in 2016. Na koncu naloge so podani sklep in ugotovitve o raziskovalnih vprašanjih. The United States elections are the most famous in the world. The presidential campaign is one of the longest, starting more than a year before the elections. Elections in 2016 were considered dirty, since Donald Trump and Hilary Clinton sought to completely discredit each other. The diploma thesis introduces answers to two research questions that were occurring throughout the thesis. The first question is whether the media properly and realistically introduced both candidates for the 2016 elections. And the other question is, whether the social media had a major influence on the victory of Donald Trump. First part of the thesis presents the American political system, the media, and the election campaign in general. Second part describes the actual impact of the media on the elections and the election campaign. Both candidates and comparison of campaigns are presented, as well as the results. In the last part, a comparison of the social media impact in years 2008 and 2016 is given. The end of the thesis presents conclusion and findings on the research questions.

An election campaign is a special sort of information campaign. Election candidates have an opportunity during this time to inform voters about themselves, their positions and programmes. At the same time, voters have an opportunity to acquire information needed to make an informed decision. We were interested to ascertain if during an election campaign any changes in political behaviour can be noticed. We observed a very narrow segment of political behaviour, namely political activation. We used data from the Politbarometer survey from 1996 until 2013 and noticed that during an election campaign the share of non-response to "for whom would you vote" question and an orientational "left-right" question was lower. That is true for both presidential and parliamentary elections. Volilna kampanja je posebne vrste informacijska kampanja. Kandidati na volitvah imajo v tem času priložnost, da volivcem sporočijo informacije o sebi, svojih stališčih in programih. Hkrati imajo volivci priložnost pridobiti informacije, potrebne za oddajo premišljenega glasu. Zanimalo nas je, ali je ob teh posebnih značilnostih obdobja kampanje možno opaziti kakršnekoli spremembe pri političnem vedenju anketirancev. Pri tem smo opazovali zelo ozko področje političnega vedenja v smeri politične aktivacije. Z uporabo zbranih podatkov v raziskavi Politbarometer od leta 1996 do leta 2013 smo opazili, da se v obdobjih kampanje poveča delež anketirancev, ki se opredelijo pri nedeljskem vprašanju kot tudi pri orientacijskem vprašanju "levo-desno", in to tako v obdobju državnozborskih kot v obdobju predsedniških volilnih kampanj.

Argumentacija kot logično veljavno sklepanje v družbenem političnem življenju, bi morala biti nesporen in osrednji instrument slehernega županskega kandidata, s poglavitnim ciljem: prepričati občane in občanke s svojimi stališči. Na ta način naj bi mu občanke in občani tudi zaupali vodenje mesta. V diplomski nalogi v teoretičnem okviru najprej obravnavamo retoriko in argumentacijo. Nato predstavimo uporabo retorike v političnem prostoru, se seznanimo s stanjem argumentacije v političnem in javnem prostoru na splošno. Sledi empirični del, ki vsebuje analizo retoričnih in argumentativnih elementov govorov in besedil Tomaža Kanclerja ter Franca Kanglerja, v času volilne kampanje v različnih medijih na vodilno temo Evropska prestolnica kulture. Na osnovi analize argumentov po Toulminovem modelu, smo glede na kriterije veljavne argumentacije ocenili, da gre za izjemno nekvalitetno argumentacijo, ki vsebuje ceneno retoriko, populizem in demagogijo. Ob tej ugotovitvi je sila zaskrbljujoče tudi dejstvo, da kandidat kljub navedenemu, s tovrstnim načinom lahko doseže zmago na županskih lokalnih volitvah, kot je razvidno iz našega pričujočega dela. Argumentation as a logically valid form of inference in social and political life should be the undisputed and central instrument of every mayoral candidate, his principal aim being to convince residents with views and opinions. Consequently, residents should entrust a candidate with the position of mayor based on his argumentation. In the first part of this thesis we outline the theoretical framework and take a closer look at rhetoric and argumentation. After that, we focus on the use of rhetoric in the political field and present the general state of argumentation in the political and public fields. In the empirical part of the thesis we then analyse the rhetorical and argumentative elements of the speeches and texts by the mayoral candidates Tomaž Kancler and Franc Kangler which were published across different media during the last mayoral election campaign in Maribor, with a special view on the issue of the European Capital of Culture. On the basis of an argumentative analysis according to the Toulmin Model and the criteria of valid argumentation, we have come to the conclusion that the argumentation was of extremely poor quality and included cheap rhetoric, populism and demagoguery. What causes special concern with regard to this conclusion is the fact that despite all of the above, a candidate can achieve victory at local mayoral elections, as this thesis will demonstrate.

Uporaba interneta je postala eno najpomembnejših orodij političnega komuniciranja med politično in volilno kampanjo. V nalogi so predstavljeni teoretična izhodišča in obstoječe študije, ki se navezujejo na politično komuniciranje, najpogosteje uporabljene internetne tehnologije in storitve za namene politične kampanje ter značilnosti volitev v Evropski parlament, ki so imele potencialni vpliv na potek spletnega političnega komuniciranja med slovensko volilno kampanjo za Evropske volitve 2009. Slednjo smo preučevali z vidika spletne razširjenosti in izpolnjevanja spletnih političnih funkcij informiranja, dvosmerne komunikacije ter samopromocije in mobilizacije volivcev. Na podlagi pridobljenih podatkov smo ugotovili, da so volilna spletna mesta političnih strank in kandidatov v času kampanje za Evropski parlament delovala kot dodatna informacijsko-komunikacijska platforma s sicer raznoliko ponudbo, vendar brez dejanskih potencialov za vplivanje na uspešnost strank in njihovih kandidatov na volitvah. During political and election campaigns, Internet has become one of the most important means of political communication. The current study presents relevant theoretical viewpoints and studies regarding political communication, the Internet technologies and services most often used within the campaigns, and those aspects of the European Parliament elections that have had the potential influence on the Slovenian political web campaign process in the 2009 elections. The latter has been a subject of research in terms of range as well as fulfilment of the following political functions on the web: providing information, enabling a two-way communication, and self-promoting and mobilizing the voters. Based on the data acquired, we established that during the European Parliament election campaign, the parties` and candidates` election web sites functioned as an additional information and communication platform with various applications, but no real potential for contributing to the parties` and candidates` election success.