Uloga društvenih medija u promociji odabranih političkih stranaka na parlamentarnim izborima 2020. godine

Političke stranke u modernim demokracijama prilagođavaju se novim načinima oglašavanja te koriste digitalne platforme u političke svrhe. Osim toga, stranke moraju prilagoditi i profesionalizirati političku komunikaciju i odnose s javnošću jer je nezaobilazno koristiti usluge profesionalaca u tom području. U ovom radu istražene su digitalne strategije koje su odabrane političke stranke koristile u kampanji za parlamentarne izbore 2020. Anketnim upitnikom istraženi su stavovi ispitanika na području Grada Zagreba vezani uz aktivnosti stranaka na društvenim mrežama te općem političkom i društvenom kontekstu. Prema rezultatima ankete i analizi sadržaja objava na društvenim mrežama, vidljivo je kako stranke ne koriste puni potencijal društvenih mreža radi dvosmjerne komunikacije s biračima. Može se zaključiti kako je potrebno uložiti više truda u strategiju i aktivnosti digitalnog oglašavanja političkih stranaka.The role of social media in the promotion of selected political parties in the 2020 parliamentary elections is the topic of this paper. Political parties in modern democracies are adapting to new ways of advertising and using digital platforms for political purposes. In addition, parties need to adapt and professionalize political communication and public relations as it is unavoidable to use the services of professionals in this field. This paper examines the digital strategies used by political parties in the campaign for the 2020 parliamentary elections. The conducted questionnaire explored the attitudes of respondents in the City of Zagreb regarding party activities on social networks and the general political and social context. According to the results of the survey and analysis of the content on social networks, it is evident that the parties do not use the full potential of social networks for the purpose of two-way communication with voters. It can be concluded that more effort needs to be put into the digital advertising strategy and activities of the political parties