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Lecturer(s)
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Lebedová Eva, Mgr. Ph.D.
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Hurtíková Hana, Mgr. et Mgr. Ph.D.
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Course content
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The students will learn the basic concepts, definitions and typologies of political communication, election campaigns and political marketing. The lecturer will present a theory of political communication and research approaches, which have experts adopted up to now. The course will be also devoted to the analysis of developing and transforming nature of election campaigns, depending on the development of political parties and party competition. In addition, the development of electoral campaigns and its three phases will be characterised: premodern, modern and postmodern stage. A special attention will be given to political marketing and marketing strategies addressing the electorate whose importance in the development of electoral and political campaigns is rising. In terms of practical impact of political campaigns their effects on voters will be analyzed. We will also focus on the role of media, information technology and personalization in campaigns. The other lectures will be devoted to the contemporary trends in election campaigns such as: negative campaigning, the phenomenon of a permanent campaign, infotainment, etc. The aim of the seminars is to further examine some aspects of political communication, election campaigns and political marketing.
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Learning activities and teaching methods
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Monologic Lecture(Interpretation, Training), Dialogic Lecture (Discussion, Dialog, Brainstorming), Projection (static, dynamic)
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Learning outcomes
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The aim of the course is to introduce students to the problems of political communication, election campaigns and political marketing. Part of the content of the course will be the presentation of these three interrelated areas in both theoretical approaches and their historical development and political practice. The students will learn the basic concepts, definitions and typologies of political communication, election campaigns and political marketing. The lecturer will present a theory of political communication and research approaches, which have experts adopted up to now. The course will be also devoted to the analysis of developing and transforming nature of election campaigns, depending on the development of political parties and party competition. In addition, the development of electoral campaigns and its three phases will be characterised: premodern, modern and postmodern stage. A special attention will be given to political marketing and marketing strategies addressing the electorate whose importance in the development of electoral and political campaigns is rising. In terms of practical impact of political campaigns their effects on voters will be analyzed. We will also focus on the role of media, information technology and personalization in campaigns. The other lectures will be devoted to the contemporary trends in election campaigns such as: negative campaigning, the phenomenon of a permanent campaign, infotainment, etc. The aim of the seminars is to further examine some aspects of political communication, election campaigns and political marketing.
A specific attention will be given to the systematic analysis of the individual aspects and topics of political marketing and election campaigns The course will focus on studying these issues from the practical perspective. The course provides students with basic concepts of political marketing and give them the ability to be familiar with them.
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Prerequisites
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The course is intended for the 2nd and 3rd year bachelor degree students and the master degree students.
KPE/SPZ and KPE/SPZD
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Assessment methods and criteria
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Written exam
To attend the lectures is optinal, in seminars the lecturer accepts two absences. An emphasis is placed on the activity in seminars and individual training before them. Each student will be responsible for processing one case study of the election campaign during the term. They can choose from the list, which will be presented to students at the beginning of the semester. Prepared PowerPoint presentation has to be forward to the lecturer at least one day before the date of the oral presentation. The length of the presentation cannot exceed 15 minutes. The final grade will be based on the result of the final exam, which will test the knowledge of the lectures and seminars. Passing the exam is the condition for receiving the Credit Course Unit and the grade.
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Recommended literature
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Bradová, Eva. (2005). Od lokálních mítinků k politickému marketingu. Brno.
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Davies, P., & Newman, B. I. (2006). Winning elections with political marketing. New York: Haworth Press.
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Michael John Burton and Daniel M. Shea. (2010). Campaign Craft The Strategies, Tactics and Art of Political Campaign Management.
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Newman, Bruce I. (1999). Handbook of Political Marketing. Thousand Oaks.
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