MASKS AND MIRRORS: THE USE OF SOCIAL MEDIA BY FAR-RIGHT POLITICAL PARTIES AND MOVEMENTS IN THE CZECH REPUBLIC AND SLOVAKIA

Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1

Abstract

Poststructuralist tradition of discourse analysis has strongly influenced political science, including theories of international relations, European identities and mass media analysis. The following paper shall use discourse theory and critical discourse analysis (CDA) to show how discourse‐dialectical theory of discourse is an aspect of social media which contributes to the theoretical and methodological behavior found in social media and in political studies. Moreover, the internet has proven to be a revolutionary way to tap into the voice of the people, the mythical “general will” because it purports to represent a global ecosystem of social interaction. However, social media’s increasingly influential impacts, and the maturation of strategic uses of online platforms to influence voters for political gain have altered discourse with the rise of far-right political parties. The authors utilize a comparative analysis to observe the use of social media by far-political parties and movements in the Czech Republic and Slovakia in a contemporary approach of CDA reproducing political power, power abuse and/or domination through political discourse that as a topic fits the theme of the conference while offering practical experience in the field of marketing, media and communication.

Authors and Affiliations

Jarolav Mihálik, Aaron T. Walter

Keywords

Related Articles

AN INNOVATIVE DIGITAL GAME AS A SUPPORT OF SPEECH THERAPY

Many years the main challenge for parents and teachers was how to keep children motivated to education. To make it fun and interesting, to make them want to educate. With development of digital technologies, education in...

INNOVATIVE THINKING IN ENVIRONMENTAL MARKETING COMMUNICATION

The paper aims to explain the importance of innovative thinking in environmental marketing communication. It approximates the main key features of environmental marketing and related communication activities on the envir...

TEXT AS AN ARTIFACT – THEORETICAL-METHODOLOGICAL REFLECTION

The main aim of the study is to define the diversity of theoretical-methodological principles for analysis and consequent interpretation of the text, with emphasis on those approaches whose complexity allows us to cross...

IRRATIONAL COMPONENTS OF QUALITY – WHAT BIG BRANDS CAN AFFORD?

The study deals with assessment of two quality components which influence customer buying behaviour. The first component is rational appraisal based on facts and quality objective criteria which in the theory of quality...

CONSUMER CONFIDENCE IN THE USE OF E-COMMERCE

E-Commerce is the object of attention for all of the important regional and global organisations. Development of the global e-commerce (within the Europe and worldwide) is engaged mostly by the WTO (World Trade Organisat...

Download PDF file
  • EP ID EP591082
  • DOI -
  • Views 79
  • Downloads 0

How To Cite

Jarolav Mihálik, Aaron T. Walter (2018). MASKS AND MIRRORS: THE USE OF SOCIAL MEDIA BY FAR-RIGHT POLITICAL PARTIES AND MOVEMENTS IN THE CZECH REPUBLIC AND SLOVAKIA. Marketing Identity, 6(1), 168-175. https://europub.co.uk./articles/-A-591082