REFORMY (177) Party for Sale? (in the CR) I.

25. červenec 2015 | 08.59 |

Party for Sale? Political Marketing in the Czech Republic in the context of Election to the Chamber of Deputies in 2013 - Part I

Aleš Drahokoupil

One of the best Diploma´s Thesis defended this academic year belongs to Aleš Drahokoupil. The Thesis was elaborated within the project Specific Research at University of Finance and Administration. It describes very well the social context of "pro-communication” reforms in terms of political marketing tools. Due to the fact, that the work is written in English, it is also available to international readers.

I publish several sequels of selected passages within series of reforms.

Jedna z nejlepších diplomových prací obhájená v letošním roce patří Aleši Drahokoupilovi. Byla zpracována v rámci projektu SVV na VŠFS. Velmi dobře popisuje společenský kontext "prokomunikování" reforem z hlediska nástrojů politického marketingu. Vzhledem k tomu, že je v angličtině, je dostupná i zahraničním čtenářům. Uveřejňuji na několik pokračování vybrané pasáže v rámci seriálu o reformách. V úvodní části zveřejňuji abstrakt, obsah a zdroje.

Abstract

The goal of this paper is to research the role of political marketing in the Czech Republic. More precisely this paper is trying to find out how important political marketing methods and strategies were in preparation and execution of election campaigns in the context of election to the Chamber of Deputies in 2013. Surprising success of ANO 2011 was highlight of those elections. Even though ANO finished second, it was evaluated by many experts as the winner. ANO's success is largely contributed to the skillful application of political marketing methods. This assertion will be evaluated by application of Jennifer Lees-Marshment's and Bruce Newman's theoretical concepts of Market Oriented Party.


Table of Contents

Introduction  

1          Theoretical Part         

1.1       Introduction to Political Marketing  

1.2       Definitions of Political Marketing

1.3       Political Market in the Czech Republic        

1.4       Lees-Marshment model (LM model)

1.5       Market orientation on the political market   

1.6       Criticism of Lees-Marshment model and methodological debate   

1.7       Political marketing model according to Bruce Newman     

1.8       Political marketing and democracy  

2          Practical Part 

2.1       Political market in the Czech Republic        

2.2       General Aspects of the Electoral System     

2.2       The role of political parties   

2.3       Overview of the election to the Chamber of Deputies in 2013       

2.4       Offline media campaigns      

2.5       Direct mail campaigns           

2.6       Online Campaigns     

2.7       Celebrity endorsement          

2.8       Overview of campaigns        

2.8.1    ANO 2011 (Action of Dissatisfied Citizens 2011, or Yes in Czech)         

2.8.1.1Party's Organizational structure       

2.8.1.2ANO's program        

2.8.1.3Financial resources    

2.8.1.4Candidates and the Members of Parliament (MP)   

2.8.1.5Campaign strategy    

2.8.2    ČSSD (Czech Social Democratic Party)      

2.8.3    TOP 09          

2.8.4    KSČM (Communist party of Czech and Moravia)  

2.8.5    SPOZ (The party of citizens' rights – Zemanovci)

2.8.6    Green party (Strana zelených)          

2.8.7    KDU-ČSL (Christian Democratic Union – Czech people's party) 

2.8.8    ODS (Civic Democratic Party)         

2.8.9    ÚSVIT (Tomio Okamura's Dawn of Direct Democracy)   

Conclusion

Bibliography    


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