| Sažetak | Imidž političkog kandidata ili političke stranke ne ovisi isključivo o njihovim
namjerama, djelovanju i ciljevima. Imidž je rezultat njihova djelovanja, svjesnog i
nesvjesnog, kao i političkih protivnika i već postojećih vrednovanja biračkog tijela. Kada
se imidž stvara, nije dovoljno poći od stranke ili kandidata, mora se uzeti u obzir i
primatelj – ciljne skupine kojima su poruke usmjerene i koji imaju određena očekivanja.
Svrha ovoga rada je dokazati važnost imidža političara, tj. kandidata za gradonačelnika.
Za izbornu je kampanju važno da kandidati saznaju kakvi izgledaju u očima drugih. Svaki
vid kandidatova imidža treba pokazati da on može biti djelotvoran predstavnik svoga
biračkog tijela. Stoga je cilj rada dokazati da je za uspjeh kandidature bitno ponašanje u
javnosti, držanje, gestikulacija, izgled, boja glasa i govorničke sposobnosti, kao i
pokazati mišljenje birača o imidžu kandidata i što je uopće za njih imidž. Za izradu ovog
diplomskog rada korištena je stručna literatura, knjige i znanstveni radovi za definiranje
i objašnjavanje pojmova vezanih za temu. U istraživačkom dijelu radu koristi se koncept
istraživačkog upitnika, odnosno anketa. Pisani upitnik od 17 pitanja postavljen je na
Google servisu, a podaci su prikupljeni e-mailom i Facebook-om.. Ispitali su se stavovi,
mišljenja i ostale varijable ispitanika te sukladno tome koristilo opisno istraživanje koje
je omogućilo preglednu i razumljivu prezentaciju dobivenih rezultata. Kroz strukturirani
intervju sa gradonačelnikom uvidjela se i druga strana, tj. koliko je gradonačelnicima, u
vrijeme njihove kandidature, bilo potrebno vremena i truda uložiti u vlastiti imidž.
Osobnost kandidata je složena slika političkih gledišta, uloga i osobnih značajki
koja se predstavlja biračima. Imidž i osobnost kandidata važne su značajke političke
komunikacije i izbornih kampanja. Stoga imidž treba graditi, jačati i stalno dotjerivati.
Jednom dobro izgrađen imidž bit će snažan instrument političke komunikacije. |
| Sažetak (engleski) | The image of a political candidate or political party does not depend solely on their
intentions, actions, and goals. The image is the result of their actions, conscious and
unconscious, as well as political opponents and already existing valuations of the
electorate. When an image is created, it is not enough to go from a party or a candidate,
the recipient - target groups targeted and having certain expectations must be taken into
account.
The purpose of this paper is to prove the importance of the image of politicians, ie the
mayor candidate. For an election campaign, it is important for candidates to know what
they look like in the eyes of citizens. Each aspect of a candidate's image needs to show
that he can be an effective representative of his electoral body. Therefore, the aim of the
paper is to prove that for the success of the candidacy is essential behavior in the public,
posture, gesture, appearance, voice and speech skills, as well as to show the opinion of
the voter about the image of the candidate and what is the image for them at all. For this
paper, professional literature, books, and scientific papers were used to define and
explain the concepts related to the subject. The research part of the paper uses the concept
of a research questionnaire, ie a survey. A 17 questionnaire was set up at Google's service,
and data was collected by email and Facebook. Attitudes, opinions and other variables
of the respondents were examined, and accordingly, descriptive research was used to
provide a clear and understandable presentation of the obtained results. Through a
structured interview with the Mayor, the other side, ie how many mayors, at the time of
their candidacy, needed time and effort to invest in their own image.
The candidate's personality is a complex picture of political views, roles, and
personalities that are represented by voters. The image and personality of the candidate
are important features of political communication and election campaigns. Therefore, the
image needs to be built, strengthened and constantly refined. Once a well-built image
will be a powerful instrument of political communication. |
