The negativity of election campaign: comparative analysis of remigijus šimašius‘ and artūras zuokas election campaigns

The Negativity of Election Campaign: Comparative Analysis of Remigijus Šimašius' and Artūras Zuokas' Election Campaigns The problem, which is analysed in this research, is that it is noted that in Lithuania, as in the other parts of the world, negativity is penetrating into the policy context for the campaign, and such a tradition is inheriting from the American model of the campaign. In 2015, in the direct elections of Vilnius City mayoral, the candidates are using social networks not only for communication with voters, but also as the election campaign, which escalates in the negative field. Often after the debates in the media or in the articles, candidates’ comments and responses move straight to the social space. Furthermore, scientists often are limited with the value or impact on voters studies, but not enough studies are made, like how the negative campaign is expressed, and what factors determine the choice of candidates. Therefore it is necessary to look closer to the negative campaign, including its expression and to find out the main determinants. Such a study allows to figure out the expression elements of negativity, as well not only theoretically define the main determinants of negative campaign, the most prevalent in American politics, but as well to assure them in practice adapting them in the case of Lithuanian election campaign. The aim is to investigate the expression and determinants of negativity of the election campaign. The object of the work is the negativity expression of election campaigns and determinants of negativity. The first task is to examine the theoretical assumptions of the negative election campaign. The second task is to conceptualize the expression of negative campaign through communication channels. The next task is to separate the key determinants of the negative campaign. The other task is to analyse the election campaign of the two strongest candidates in the election of 2015 of Vilnius city mayor election, and to identify the expression of negative campaign and determinants of negativity. In order to respond to the purpose and objectives of the analysis, the scientific literature and qualitative content analysis is done. In the research the two candidates’ Remigijus Šimašius and Artūras Zuokas posts in the social network Facebook are analysed and compared. The investigation period is from 1st of January in 2015 to the 15th of March in 2015. During this period, there are found 160 posts of Remigijus Šimašius and 141 posts of Artūras Zuokas. The investigation shows that candidates use the social network Facebook, not only positively, but also in the negative campaign of the election. Remigijus Šimašius gives more negative messages than Artūras Zuokas. At the time of the investigation, it is discovered that Remigijus Šimašius particularly addresses negative messages to the competence, which is directed not only to the opponent, but also to the authorities of the municipality or to the other politicians’ criticism. It is revealed that in response to the attack R. Šimašius as well uses more negative messages. The candidate’s negative campaign is marked by irony and the usage of visual means. In the meantime, Artūras Zuokas negative campaign is more based on the emotions that cause hostility and distrustfulness. A. Zuokas negative campaign directs at the opponent’s family and the false presentation of the facts. It could be stated that A. Zuokas’ negative campaign is more experienced through the psychological and personal values. Both candidates are only using the past negative facts without the context. As well as the negativity, the usage of modern methods of marking messages with the Hash tag is approved. From this analysis, determinant, that the challanger mostly uses the negative election campaign it is confirmed. The next determinant - that the lagging candidate uses more negativity is also acknowledged