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Politická Satira Ve Volební Kampani: Případová Studie the Daily Show

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Politická Satira Ve Volební Kampani: Případová Studie the Daily Show MASARYKOVA UNIVERZITA Fakulta sociálních studií Katedra politologie Daniel Černý (UČO 439558) Politologie – Bezpečnostní a strategická studia Bakalářské studium Imatrikulační ročník 2014 Vedoucí práce: Mgr. Miloš Gregor, Ph.D. Politická satira ve volební kampani: případová studie The Daily Show a prezidentských voleb v USA 2016 Bakalářská práce V Brně 15. 5. 2017 Prohlášení o autorství práce Prohlašuji, že jsem bakalářskou práci na téma Politická satira ve volební kampani: případová studie The Daily Show a prezidentských voleb v USA 2016 vypracoval samostatně a použil jen zdroje uvedené v seznamu literatury. V Brně, 15. 5. 2017 Daniel Černý 2 Poděkování Na tomto místě bych především rád poděkoval Mgr. Miloši Gregorovi, Ph.D. za jeho odborné a cenné rady, věcné připomínky a vstřícnost při psaní mé práce. Také chci poděkovat své rodině za její trpělivost se mnou, neboť jsem kvůli psaní této práce nebyl často dostupný při domácích pracích. 3 Obsah Úvod ........................................................................................................................................... 6 1 Teoretická část ........................................................................................................................ 8 1.1 Teorie infotainmentu ....................................................................................................... 8 1.1.1 Média, zpravodajství a politika ................................................................................. 8 1.1.2 Informace a zábava ................................................................................................... 9 1.1.3 Infotainment .............................................................................................................. 9 1.2 The Daily Show ............................................................................................................... 15 1.2.1 Role Late Night TV v americké politice .................................................................... 15 1.2.2 The Daily Show - Základní informace ..................................................................... 16 1.2.3 TDS a jeho role v americké politice ......................................................................... 22 2 Metodologická část ............................................................................................................... 26 2.1 Cíl výzkumu ..................................................................................................................... 26 2.2 Design výzkumu .............................................................................................................. 26 2.2.3 Výzkumná strategie ................................................................................................. 26 2.2.4 Data ......................................................................................................................... 26 2.2.5 Způsob měření ......................................................................................................... 27 2.3 Předvýzkum .................................................................................................................... 29 3 Praktická část ......................................................................................................................... 30 3.1 Výsledky .......................................................................................................................... 30 3.2 Diskuze............................................................................................................................ 35 Závěr ......................................................................................................................................... 36 Bibliografie ............................................................................................................................... 38 Počet znaků: 77 352 4 Anotace Tato bakalářská práce se zabývá obsahovou analýzou zpravodajsko-politicko- satirického pořadu The Daily Show v kontextu prezidentských voleb v USA v roce 2016. V rámci výzkumu se přitom využívá konceptu infotainmentu jako spojení informace a zábavy do jednoho formátu. Klíčová slova: Infotainment, politická komunikace, The Daily Show, obsahová analýza, americké prezidentské volby 2016, média. Abstract This bachelor thesis is focused on content analysis of news-political-satirical programme The Daily Show in the context of the U.S. presidential election 2016. The concept of infotainmnet as a combination of information and entertainmnet is used for the purposes of this thesis. Key words: Infotainment, political communication, The Daily Show, content analysis, U.S. presidential election 2016, media. 5 Úvod Když 20. ledna 2017 Donald J. Trump složil přísahu do rukou předsedy Nejvyššího soudu USA Johna G. Robertse, stal se již 45. prezidentem Spojených států amerických. Předtím již 8. listopadu 2016 Trump vyhrál prezidentské volby, kde si jako republikánský kandidát zajistil dostatečný počet volitelů navzdory tomu, že jeho demokratická oponentka Hillary Clintonová získala o cca 3 miliony voličů více1. 19. prosince byl výsledek voleb formálně potvrzen Sborem volitelů, kde rekordních 7 tzv. nespolehlivých volitelů volilo jiného kandidáta, než byli zavázáni2 (Schmidt, Andrews 2016; Federal Election Commision 2017; Pramuk 2017). Volební kampaň k americkým prezidentským volbám v roce 2016 patřila pravděpodobně k jedněm z těch nejvyhrocenějších, a to díky několikero faktorům. Nepochybně jedním z nich byl rekordní počet 22 stranických kandidátů, z toho 17 jich kandidovalo za republikány a 5 za demokraty3. Na demokratické straně se dlouhodobě předpokládalo, že Clintonová bude oficiální kandidátkou na prezidentku. Svoji pozici v primárkách potvrdila a 26. července 2016 se v rámci stranického sjezdu Democratic National Convention ve Philadelphii stala oficiální prezidentskou kandidátkou za demokraty4. Další demokratický kandidát, Bernie Sanders ale celkem překvapivě a příjemně narušil svými úspěchy potenciální jednotvárnou kampaň na straně demokratů. Na republikánské straně to už tak jasné nebylo, třebaže se již od roku 2012 spekulovalo o Jebu Bushovi. Nicméně realita byla jiná a o pozici oficiálního republikánského kandidáta se ucházeli především Ben Carson (před primárkami), Ted Cruz, který dokázal vyhrát několik primárek, a právě Donald Trump, který byl 19. července 2016 na stranickém sjezdu Republican National Convention (RNC) v Clevelandu nominován jako oficiální republikánský prezidentský kandidát5 (Martin, Haberman 2012; Linshi 2015; Dutton et al. 2015; CBS/AP 2016; Bump 2016; Zogby 2016; Healy, Martin 2016). Dalším faktorem byl styl vedení a celkové vyznění kampaně. Kampaň se vedla 1 V historickém měřítku (od roku 1824) je to v rámci podílu počtu volitelů 46. místo z 58 voleb Sboru volitelů a v rámci podílu lidového hlasování jde o 47. místo ze 49 voleb (Patel, Andrews 2016). 2 Konkrétně tři volitelé dali hlas Colinu Powellovi a po jednom hlasu dostali Bernie Sanders, John Kasich, Ron Paul a Faith Spotted Eagle (Schmidt, Andrews 2016). 3 Teoreticky se dále můžou započítat další významnější kandidáti tzv. třetích stran jakými byli kandidát za libertariánskou stranu Gary Johnson, kandidátka za Stranu zelených Jill Stein, nezávislý kandidát Evan McMullin atd. 4 Za kandidáta na viceprezidenta byl vybrán virginský senátor Tim Kaine. 5 Kandidátem na viceprezidenta byl guvernér Indiany, Mike Pence. 6 především na osobní a na negativní úrovni, kdy se zaměřovalo především na osobnosti a charaktery jednotlivých kandidátů (Marcotte 2016; Kopan 2016). Po nominačních sjezdech tento styl kampaně zůstal, ne-li nezintenzívněl. Často byla volba mezi Donaldem Trumpem a Hillary Clinton označována jako volba menšího zla (Long 2016). Clintonová byla z pohledu voličů zatížena především událostmi z doby před kampaní (kauza útoku v Benghází roce 2012 a emailová/serverová aféra) (Reyes 2015; Cox 2015). Trump byl zase zatížen během kampaně svými kontroverzními výroky a chováním z před a během doby trvání celé kampaně (Drum 2016; Diamond, Collinson 2016). Asi posledním významným faktorem byl přístup médií k této volební kampani. Asi nejlépe to vystihl ředitel televizní stanice CBS Lesli Moonves, který prohlásil: „Asi to není dobré pro Ameriku, ale je to sakra dobré pro CBS.“ (Bond 2016) V podstatě tím přiznal, že styl, kterým vedou prezidentští kandidáti (Donald Trump) kampaň vynáší médiím takové ratingy a tím pádem profity, že se médiím vyplatí věnovat se kampani takovým způsobem (v podstatě jenom o Trumpovi), který nemusí být prospěšný pro veřejnost (Media Matters 2016). S nadsázkou se dá říct, že zpravodajská média považovala volební kampaň za zábavnou reality show (Rosenblum 2016). Pokud z toho všeho někdo mohl mít radost, byli to především komici věnující se politické satiře. Ti měli a mají díky všem výše zmíněným faktorům dostatek materiálu na produkci svého obsahu. Dokazuje to i nedávná studie, která tvrdí, že během prvních 100 dní v úřadu prezidenta, komici v rámci Late Night TV pořadů řekli na účet Donalda Trumpa stejný či dokonce větší počet vtipů, než se dostalo předchozím třem prezidentům během jejich prvního roku v úřadu (Center for Media and Public Affairs 2017). Late Night TV komici se nedrželi zpátky ani během volební kampaně (Huddleston 2016). Tato bakalářská práce se zabývá právě výše zmíněnými fenomény. Cílem práce je provedení a vyhodnocení obsahové analýzy zpravodasjko-politicko-satirického pořadu The Daily Show (TDS) na pozadí amerických prezidentských voleb v roce 2016. Práce je rozdělená
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