DARBOTVARKĖS SUDARYMO IR TYLOS SPIRALĖS MODELIAI PRIEŠRINKIMINĖS KOMUNIKACIJOS STRATEGIJOJE
MODELS OF THE SPIRAL OF SILENCE AND AGENDA-SETTING IN THE STRATEGY OF THE PRE-ELECTION COMMUNICATION

Summary/Abstract: 2009 Lithuanian presidential elections were an important political event. In comparison with previous presidential elections the most visible distinction was one candidate’s strong leadership and media domination. At the beginning of the official elections campaign it was clear that D. Grybauskaitė has a sizeable public support and definitely will win. This article argues that the role of the outside factor, particularly mass media, in pre-election campaign was one of the most valuable resources in D. Grybauskaitė’s presidential elections communication strategy. Exclusive domination in headlines before the official elections campaign had begun framed permanent mass public support and set up an agenda and priorities which during an official campaign was unbeatable resource – preconceived advantage.

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