Parliamentary election campaign in 2002,2006 and 2010: analysis of election materials

Diploma thesis focuses on parliamentary election campaign of Czech Social Democratic Party (ČSSD) in 2002, 2006 and 2010. The hypothesis is that ČSSD maintains relatively stable core of voters, manages to call on them through their political campaign and to keep their support. Yet ČSSD is unable to catch new voters, especially young people and university educated voters. The goal is to prove or disprove this hypothesis and to give a reason why it is so. This paper outlines the influence of political marketing and presents a critical analysis of political marketing. It examines trends in Czech parliamentary election campaigns of 2002, 2006 and 2010 and the shifts in voters preferences. The paper analyses election materials in order to determine the profile of ČSSD voters and to explain why ČSSD has this profile of voters