Blog Marketing as a Positive or Negative Phenomenon in Political Communication?

Abstract

The importance of political communication is important in terms of the success or failure of political parties. The current trend of internet marketing is realized through blogs that have entered the internet scene with a revolutionary speed and have gained great popularity. They have also strengthened their position in political communication as a tool for effective Internet communication of political party campaigns. The aim of the paper is to point to blog marketing as a phenomenon that is used in the political communication of political parties. The paper is methodologically based on secondary data obtained from the web portals of individual political parties in Slovakia, in order to find out the quantity of the contributions to the elections compared to the thematically different contributions presented by the selected political parties. The secondary research was focused on the selection of contributions about the elections to the Selg-Governing Regions. Contributions were encoded on a negative-neutral line, then the data was sorted and compared, within each political party. The aim of the paper was to compare the number of contributions but also the level of media coverage of the elections themselves, compared to themes that are thematically different.