Izborna kampanja 2012.
Electoral campaign in 2012

Summary/Abstract: In this text the author underlines common characteristics of the Serbian 2012 general election campaign though there were significant differences among party campaigns considered separately. First of all, the author finds that this election campaign followed a two year long preelection campaign marked out by continuous and intensive propaganda activities. Having started as an issue campaign, this campaign was finalized as a completely leadership (personalized) one. It did not bring serious changes of party and candidate images, but it made some elements of the image to be accentuated, especially when it comes to presidential candidates. Having started as an issue campaign, it was dominantly positive, though there were some negative elements. On the eve of the elections, and particularly just before the second round of presidential election, the elements of not only negative, but so called dirty campaign, prevailed. New legal measurements related to buying TV time during election campaigns caused certain changes of the communication strategy between election actors and voters. So far, we have not faced such an intensive grass-roots campaign complemented by numerous conventions and meetings. Instead of numerous live TV coverage programmes, so called party production as well as media publicity were used predominantly; the advantages of debates and duels were used as never before; billboard replaced massive production of election posters that was characteristic of previous elections; Internet and social networks were used as never before...

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