Personalization of politics: a qualitative research of Hungarian politics during election campaign
(2022) SKOM12 20221Department of Strategic Communication
- Abstract
- In recent years the trend of personalization in political communication has gained more attention from academic scholars. The phenomenon of personalization of politics means that political leaders gain more focus at the expense of political parties. As personalization can negatively affect parliamentary democracies, therefore the field needs additional research. The main focus of research in relation to the personalization of politics is on the media outlets and on their effect on the citizens. Additionally, quantitative research has been conducted to prove whether the phenomenon of personalization of politics is present in modern democracies. The aim of this study is to gain more knowledge about how politicians and political parties use... (More)
- In recent years the trend of personalization in political communication has gained more attention from academic scholars. The phenomenon of personalization of politics means that political leaders gain more focus at the expense of political parties. As personalization can negatively affect parliamentary democracies, therefore the field needs additional research. The main focus of research in relation to the personalization of politics is on the media outlets and on their effect on the citizens. Additionally, quantitative research has been conducted to prove whether the phenomenon of personalization of politics is present in modern democracies. The aim of this study is to gain more knowledge about how politicians and political parties use personalization on their social media platforms during an election campaign. To address this question, a qualitative content analysis was conducted with a focus on two Hungarian politicians, and on two political parties. The findings show that both politicians and political parties use personalization with a great focus on negativity toward the opponent. Moreover, it has been concluded that the two candidate and their parties personalise political issues in similar ways. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9084948
- author
- Bálint, Dorottya Luca LU
- supervisor
- organization
- course
- SKOM12 20221
- year
- 2022
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- personalization, social media, political communication, election campaign, Hungary
- language
- English
- id
- 9084948
- date added to LUP
- 2022-06-13 20:35:53
- date last changed
- 2022-06-13 20:35:53
@misc{9084948,
abstract = {{In recent years the trend of personalization in political communication has gained more attention from academic scholars. The phenomenon of personalization of politics means that political leaders gain more focus at the expense of political parties. As personalization can negatively affect parliamentary democracies, therefore the field needs additional research. The main focus of research in relation to the personalization of politics is on the media outlets and on their effect on the citizens. Additionally, quantitative research has been conducted to prove whether the phenomenon of personalization of politics is present in modern democracies. The aim of this study is to gain more knowledge about how politicians and political parties use personalization on their social media platforms during an election campaign. To address this question, a qualitative content analysis was conducted with a focus on two Hungarian politicians, and on two political parties. The findings show that both politicians and political parties use personalization with a great focus on negativity toward the opponent. Moreover, it has been concluded that the two candidate and their parties personalise political issues in similar ways.}},
author = {{Bálint, Dorottya Luca}},
language = {{eng}},
note = {{Student Paper}},
title = {{Personalization of politics: a qualitative research of Hungarian politics during election campaign}},
year = {{2022}},
}