Karakteristikat e mesazhit zgjedhor në Kosovë - Zgjedhjet Parlamentare 2014
Characteristics of the electoral message in Kosovo - Parliamentary elections 2014

Summary/Abstract: The paper "Characteristics of the Electoral Message in Kosovo- Parliamentary Elections 2014" analyzes the content, transmission forms and the effects of political messages in election campaigns, comparing them with the discourse and forms that characterize electoral communication in Europe and the United States. To argue the main hypothesis that “the electoral message in Kosovo, despite tendency of imitation in form, reflects a serious lack of competition and political confrontation”, the role of media (mass media and online media) in electoral communication is elaborated.The methodology used in this research includes analysis and comparison. For the theoretical part of the paper, a bibliography of most well-known authors regarding the message and Political Communication was used, while for the empirical part were used interviews with scholars and journalists as well as reports of organizations that have monitored 2014 Parliamentary Elections.The Electoral Message as the most intense expression of political communication in Kosovo as well, reflects the social transformation and the degree of media development as an instrument of democracy and as a mediator in relations between politics and the public. From the analysis of content and broadcasting forms, the electoral message in Kosovo results to be a uniform, personalized, manipulative and with tendency for Americanization. The main discursive feature of this message is promotion as a disclosure of values and not negative advertising which often dominates in Western countries.

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