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The course is not taught in this summer semester (semester 2024)
The focus of the course is Political Strategy from both theoretical and practical points of view. We will first discuss the concept from a historical and political philosophy perspective. We will cover theoretical approaches from political science, sociology, psychology, and political marketing. Gradually we will move to the actual politics, and step by step, we will discover how electoral campaigns are nowadays organized. Poslední úprava: Shavit Anna, Mgr., Ph.D. (04.01.2024)
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Knowledge Acquisition: Practical skills, analytical skills. Students must keep up with the required readings (there will be specific literature assigned to lectures), actively participate in classes, write position papers, and engage in discussions. Poslední úprava: MATUSKOVAANNA (10.01.2023)
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Requirements: The students will work on four short essays and present their conclusions. They are expected to consult the selected topics of their articles with the teacher. They will get detailed feedback on these essays, and in some cases, they may be obliged to re-write them. To complete the course, students must hand in 3 out of 4 position papers (each paper is three pages) and pass the final exam. Each piece is awarded 20 points, and the written test is 40 points. The performance and active engagement in the class represent 60 percent of the final score, and the exam represents 40 percent. Assignments: 3 papers, final test, active participation in the classes. Poslední úprava: MATUSKOVAANNA (10.01.2023)
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There will be assigned specific additional literature for each session Literature: BENNETT, W. L., ENTMAN, R. (eds.). Mediated Politics: Communication in the future of democracy. Cambridge: Cambridge University Press, 2001. KAID, L. L. (ed.). The Handbook of Political Communication Research. New Jersey: Lawrence Erlbaum, 2004. LILLEKER, Darren G. Key Concepts in Political Communications. London-Thousand Oaks-New Delhi: SAGE Publications, 2006. LOUW, E. The Media and Political Process. London: Sage, 2005. McNAIR, B. Introduction to Political Communication. London. Routledge, 2007. DENTON, W. Political communication in America. New York: Praeger, 1998. DOWNS, Antony. An Economic Theory of Democracy. New York: Harpers & Brother, 1957. HENNEBERG, S.C.M. Understanding political marketing. In O´SHAUGHNESSY, N. J., HENNEBERG, S.C.M. The Idea of Political Marketing. Westport, Connecticut, London: PRAEGET, 2002. KOTLER, P., KOTLER N. Political Marketing Effective Candidates, Campaigns, and Causes. In: Newman, B. (ed): Handbook of Political Marketing. Thousand Oaks: SAGE Publications, 1999, s. 3–18. LEES-MARSHMENT, J., LILLEKER D. G. Introduction: Rethinking political party behaviour. In: LEES-MARSHMENT J., LILLEKER D.G. (eds.): Political Marketing. A comparative perspective. Manchester: Manchester University Press 2004 LEES-MARSHMENT, J., The Marriage of Politics and Marketing. Political Studies. 2001, Vol 49, 692–713. LIPPMANN, W. Public opinion. New Brunswick: Transaction, 1990. NEGRINE, R., STANYER, J. The Political Communication Reader. Routledge. London, New York, 2007. NORRIS P., CURTICE J., SANDERS D., SCAMMELL, M., SEMETKO, H., On Message: Communication the Campaign. London. Thousand Oaks, CA, New Delhi. Sage, 1999. NORRIS P., A virtuous circle: political communications in postindustrial societies. Cambridge: Cambridge University Press, 2000. O´CASS A., Political Marketing, and the marketing concept. In: European Journal of Marketing. 1996, Vol. XXX, No. 10/11, pp. 37–53. ORMROD R. P., A conceptual model of Political Market Orientation. In: Lees-Marshment, J. – Wymer. W.W. (eds.): Current Issues in Political Marketing. Binghamton: The Haworth Press, 2005. PANEBIANCO A., Political Parties: Organizations and Powers. Cambridge: Cambridge University Press, 1988. Poslední úprava: Štoll Martin, prof. MgA., Ph.D. (04.01.2023)
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Lectures, seminars, and workshops Poslední úprava: MATUSKOVAANNA (10.01.2023)
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!!! The course is not taught in this summer semester (semester 2024)
Course structure: 1st Session February 17: Introduction to political strategy Anna Shavit · Information about the course, introduction to the theoretical concepts · The state of the discipline, how to define it, analyze and study
2nd Session February 24: Political strategy I Anna Shavit · Historical and philosophical approach · Political Strategy, Campaigning, and Media
3rd Session March 3: Political strategy II Anna Shavit · Vision-strategy-tactics. What is the first step to creating a strategy? · Polling operation (data processing) and various strategical approaches · 1st paper specification will be introduced during the session and sent by email.
4th Session March 10: Data-driven campaigns and political strategy Anna Shavit, guest speaker · Data processing, the role of polling, focus groups, and message testing · The role of advisers · March 10 midnight – deadline for the 1st paper
5th Session March 17: Creating a leader I Marcela Konrádová · Branding in the age of personalization of politics · Campaign narrative (archetypes), messaging · Tone of voice and colors in politics · 2nd paper specification will be introduced during the session and sent by email.
6th Session March 24: Free day, no lecture, March 25 midnight – deadline for the 2nd paper
7th Session March 31: Creating a leader II guest speaker · Practical examples, discussion
8th Session April 7: Negative campaigning as a political strategy Denis Bilunov · Media communication, P.R. strategy, crisis communication · 3rd paper specification will be introduced and sent by email during the session.
9th Session April 14 Celebritization of Politics Silvija Vuković · April 14, midnight – deadline for the 3rd paper
10th Session April 21: Social media and Politics Silvija Vuković · Politicians as celebrities, endorsement · 4th paper specification
11th Session April 28: Negative campaigning and social media Denis Bilunov · Workshop session · Media communication, P.R. strategy, crisis communication · April 28, midnight – deadline for the 4th paper
12th Session May 5: Political strategy and leadership Anna Shavit, guest speaker · What is the role of politicians, branding, and image? · Wrapping up the session
13th Session May 12: Final Exam · Final Exam: all the information will also be emailed after the session Poslední úprava: Shavit Anna, Mgr., Ph.D. (04.01.2024)
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