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Holistic Model of Celebrity Endorsement in Political Marketing

100%

Mikuláš P.

nr 13

87-95

The aim of the paper is to provide useful tools for integral look at the celebrity endorsement process in political marketing that results in a holistic concept. The need for its creation was initiated by several authors, highlighting the inadequacy of partial approaches and thus limited possibilities for application of the existing models. Today, the main shortcomings of existing concepts of the theory and research in the field of celebrity endorsement lie in its fragmentation and inconsistency. The proposed model, based on theoretical research, has the ambition to open a wider debate on the issue and to provide practical tools for better understanding of the phenomenon.

Digital Resilience in the Area of Hybrid Threats: Perception of Concepts Associated with the Ukrainian Military Conflict by Generation Z In Slovakia

63%

Spálová L. , Mikuláš P.

2023

tom 14

nr 2

76-89

Extreme situations, such as military conflicts, generate interest in how they are perceived by the public, which must process a broad array of media stimuli in a certain way. In this study, we discuss how the basic aspects of the current military conflict (the war in Ukraine) were perceived by young people (Generation Z) in Slovakia, with a focus on the initial part of the Russian invasion of Ukraine. We argue that the digital resistance of Slovakia’s citizens is currently low, which – in conjunction with the extremely focused activity of the disinformation scene – creates a risky environment. We use the Semantic Selection Test as a psychosemantic method on a sample of Slovak university students. One of our basic findings is the associative closeness of the concept of “Self” in Generation Z and Instagram, popular Internet memes and educational videos in connection with expertise. We also found that the recipients were subject to positive media manipulation (the Ghost of Kyiv) and were able to identify standard linguistic propaganda (negative associations of terms “war in Ukraine” and “special military operation”). The results can help us understand the perception of emergency situations by Generation Z.

Fotografia w kampanii politycznej – cele a rzeczywistość. Przykład parlamentarnej kampanii wyborczej na Słowacji w 2010 r.

51%

Fichnová K. , Wojciechowski Ł. , Mikuláš P.

2012

nr 3

38-55

The article presents the analysis of political campaigns for parliament elections in Slovakia in 2010. It focuses mainly on the use of photographs on billboards. The authors present their own typology of factors affecting the message, contributing to the achievement or non-achievement of the communication goals. The content analysis and visual analysis of the billboards explores their structure and placement in the environment, searching for the elements which encourage subsequent complementation of the billboard picture, or of the text, by the target population. The factor analysis confirms that the billboards particularly prone to complementation were those which were not complemented by their environment, were boring, and did not show the presented person in the bust-view, but rather as a detail in the picture.