Reaching, Engaging and Bonding with Voters on Social Media: The Case of 2014/2015 Croatian Presidential Elections | Zendy

Dubravka Sinčić Ćorić | Zendy; Ružica Brečić | Zendy; Maja Šimunjak | Zendy

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Reaching, Engaging and Bonding with Voters on Social Media: The Case of 2014/2015 Croatian Presidential Elections

Author(s) -

Dubravka Sinčić Ćorić,

Ružica Brečić,

Maja Šimunjak

Publication year - 2017

Publication title -

medijske studije

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.12

H-Index - 5

eISSN - 1848-5030

pISSN - 1847-9758

DOI - 10.20901/ms.8.16.5

Subject(s) - legitimacy , presidential system , representation (politics) , social media , political science , presidential election , politics , democracy , democratic legitimacy , political communication , order (exchange) , public relations , media studies , political economy , sociology , law , business , finance

This paper examines the ways in which presidential candidates utilise social media as a tool in their election campaigns in order to democratise politics and political representation. The study is based on a content analysis of statements published on the official Facebook and Twitter pages of candidates in the 2014/2015 Croatian presidential elections. The results show that candidates did not use social media to reach, engage and form stronger bonds with potential voters. By failing to do so, they have missed an opportunity to bring disenchanted voters back into the political arena and potentially increase the legitimacy of the democratic processes.

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