Analýza Změn Ve Volebních Kampaních ČSSD Ve Volbách Do Poslanecké Sněmovny V Letech 2002, 2006 a 2010

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Analýza Změn Ve Volebních Kampaních ČSSD Ve Volbách Do Poslanecké Sněmovny V Letech 2002, 2006 a 2010 Analýza změn ve volebních kampaních ČSSD ve volbách do Poslanecké sněmovny v letech 2002, 2006 a 2010 Bakalářská práce Adam Pitrocha Vedoucí práce: Mgr. Otto Eibl UČO: 333195 Obor: Politologie / Bezpečnostní a strategická studia Imatrikulační ročník: 2008 Brno 2011 Prohlášení o autorství práce Prohlašuji, že jsem bakalářskou práci na téma „Analýza změn ve volebních kampaních ČSSD ve volbách do Poslanecké sněmovny v letech 2002, 2006 a 2010,“ vypracoval samostatně a použil jen zdroje uvedené v seznamu literatury. V Brně 10. května 2011 podpis.......................................... 2 Poděkování: Děkuji vedoucímu práce Mgr. Ottu Eiblovi za jeho trpělivost, čas, který mi věnoval, a cenné rady, které mi udělil a které mi usnadnily vypracování této práce. Děkuji i paní Janě Volfové za to, že byla jako jediná z oslovených osob ochotna poskytnout v rozhovoru informace o kampani ČSSD. 3 Anotace: Práce analyzuje předvolební kampaně ČSSD, které předcházely volbám do Poslanecké sněmovny Parlamentu České republiky v letech 2002, 2006, 2010. Práce je zasazená to teoretického rámce volebních kampaní a politického marketingu. Hlavní část je věnována analýze a popisu jednotlivých volebních kampaní. Kampaně jsou analyzovány nejen z hlediska toho, jak se v nich strana presentovala, ale práce zachycuje i jejich přípravu a cílení. Pozornost je věnována změnám mezi jednotlivými kampaněmi a popisuje jejich vývoj. Klíčová slova: Volební kampaň, politický marketing, ČSSD, volby do Poslanecké sněmovny Abstract: The thesis analyses pre-election campaigns of Czech social democratic party (ČSSD) that foreran election of MPs to Chamber of Deputies of the Parliament of the Czech Republic in years 2002, 2006 and 2010. Research is put into theoretical frame of election campaigns and political marketing. The main part of the thesis focuses on analysis and description of particular election campaigns. The campaigns are analyzed from the perspective of marketing presentation of the party, its preparation and targeting. Focus is put on changes between individual campaigns and description of their development. Keywords: Election campaign, Political marketing, ČSSD, Parliamentary Elections 4 OBSAH Úvod .......................................................................................................................................................................... 8 2. Struktura práce, její cíle a metodologie ........................................................................................... 9 3. Teorie .......................................................................................................................................................... 11 3.1. Volební kampaně ............................................................................................................................ 11 3.1.1. Účinky volebních kampaní ................................................................................................ 12 3.1.2. Profesionalizace kampaní ................................................................................................. 14 3.2. Politický marketing ....................................................................................................................... 15 4. ČSSD ............................................................................................................................................................. 17 5. ČSSD a volby 2002 ................................................................................................................................. 19 5.1. Výchozí pozice ČSSD ..................................................................................................................... 19 5.1.1. ČSSD jako vládní strana ...................................................................................................... 20 5.1.2. Předvolební průzkumy ....................................................................................................... 21 5.2. Kampaň ČSSD ................................................................................................................................... 22 5.2.1. Úkoly kampaně ČSSD ........................................................................................................... 22 5.2.2. Lídr strany ................................................................................................................................ 23 5.2.3. Program strany ...................................................................................................................... 24 5.2.4. Strategie kampaně ................................................................................................................ 25 5.2.5. Pozitivní kampaň................................................................................................................... 26 5.2.6. Negativní reklama ................................................................................................................. 27 6. ČSSD a volby 2006 ................................................................................................................................. 28 6.1. Výchozí pozice ČSSD ..................................................................................................................... 28 6.1.1. ČSSD jako vládní strana ...................................................................................................... 28 6.1.2. Předvolební průzkumy ....................................................................................................... 29 6.2. Kampaň ČSSD 2006 ....................................................................................................................... 30 5 6.2.1. Úkoly kampaně ČSSD ........................................................................................................... 31 6.2.2. Lídr strany ................................................................................................................................ 31 6.2.3. Program strany ...................................................................................................................... 32 6.2.4. Strategie kampaně ................................................................................................................ 33 6.2.5. Pozitivní kampaň................................................................................................................... 34 6.2.6. Negativní reklama ................................................................................................................. 35 7. ČSSD a volby 2010 ................................................................................................................................. 38 7.1. Výchozí pozice ČSSD ..................................................................................................................... 38 7.1.1. ČSSD jako opoziční strana ................................................................................................. 39 7.1.2. Předvolební průzkumy ....................................................................................................... 39 7.2. Kampaň ČSSD 2010 ....................................................................................................................... 40 7.2.1. Úkoly kampaně ČSSD ........................................................................................................... 41 7.2.2. Lídr strany ................................................................................................................................ 41 7.2.3. Program strany ...................................................................................................................... 42 7.2.4. Strategie kampaně ................................................................................................................ 43 7.2.5. Pozitivní kampaň................................................................................................................... 44 7.2.6. Negativní kampaň ................................................................................................................. 45 8. Shrnutí kampaně .................................................................................................................................... 48 8.1. Úkoly kampaně ............................................................................................................................... 48 8.2. Lídr strany ......................................................................................................................................... 48 8.3. Volební programy .......................................................................................................................... 48 8.4. Strategie kampaně ......................................................................................................................... 49 8.5. Vizuální kampaň ............................................................................................................................. 50 8.6. Internetová kampaň ..................................................................................................................... 50 8.7. Kontakt s voliči ................................................................................................................................ 51 8.8. Negativní kampaň .......................................................................................................................... 51 9. Závěr ...........................................................................................................................................................
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