Full text of the paper:
Collected Papers of the Faculty of Law, University of Novi Sad
2019, vol. LIII, No. 4, pp. 1467–1482
Language of the paper: English
Overview paper
udk: 342.8:342.511(497.11)”2017”
doi: 10.5937/zrpfns53-22467
Author:
Nevena Jovanović, Ph.D. Student
University of Novi Sad
Faculty of Law Novi Sad
nevena88jovanovic@yahoo.com
Abstract:
Election campaigns, as essential political activities, receive great attention because of their potential to significantly influence voters, and therefore the final outcome of the electoral process. For precisely this reason, the election campaigns in the 21st century are carefully planned and implemented. Taking into account all the elements and structure of the election campaign, special consideration should be given to media which are extremely powerful in terms of placing political messages and shaping public attitudes and opinions, particularly those of abstaining voters, first-time voters or voters not identifying with any party. In this respect, through a review of components of the election campaign, the paper aims to point to its importance and the impact it has on election results, with particular reference to the election campaign for presidential elections in the Republic of Serbia in 2017.
Keywords:
election campaign, elections, election results, media, voters.