MAINSTREAM MEDIA VERSUS ALTERNATIVE MEDIA IN RELATION TO POLITICAL PARTIES IN SLOVAKIA
MAINSTREAM MEDIA VERSUS ALTERNATIVE MEDIA IN RELATION TO POLITICAL PARTIES IN SLOVAKIA

Summary/Abstract: The overall image of the political environment in Slovakia is created, among others, also by the media sphere. Strong competition among individual politicians, as well as among media for viewers – potential voters, gives way for alternative media to inform in a significantly more objective manner. Media owners, advertising, but also negative campaigns have a tendency to strongly polarize society. A voter often has a choice of several alternative sources; disinformation and reinterpretations of information of different kinds occur, and this directly influences socio-political situation in the country. Communication through social networks significantly influences the communication of individual political parties and candidates and puts emphasis on more sophisticated campaigns and communication of political subjects. The paper will address the strategies of forming media content by individual news portals by analysing particular websites and media social channels, which tend to influence opinions of the society.

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