Between Spin and Post-Truth in Politics: The Development of Political Communication and Media Strategy

Zuzana Veselá

Master's thesis

Abstract:

Mendacity in democratic political campaigns flourishes in highly polarised, personality driven political environment where focus lies on message as opposed to detailed policy. The recent technological advancements which provided disruptions to the traditional media model and allowed politicians to communicate directly with voters through social media further facilitated the ease with which deceitful political message spread without being challenged. This study demonstrates how in such environment mendacity can become a rationally employed tool in a campaign strategy. It provides a comprehensive review of what these mendacity-prone conditions are and how they facilitate the successful use of mendacity. Through comparison of D. Trump´s 2016 presidential campaign and Leave´s official Brexit Campaign this study synthesises an efficient mendacity based communication and media strategy. Its aim is to raise awareness of these practices as they can be corrosive to democracy.

Abstract:

Mendacity in democratic political campaigns flourishes in highly polarised, personality driven political environment where focus lies on message as opposed to detailed policy. The recent technological advancements which provided disruptions to the traditional media model and allowed politicians to communicate directly with voters through social media further facilitated the ease with which deceitful political message spread without being challenged. This study demonstrates how in such environment mendacity can become a rationally employed tool in a campaign strategy. It provides a comprehensive review of what these mendacity-prone conditions are and how they facilitate the successful use of mendacity. Through comparison of D. Trump´s 2016 presidential campaign and Leave´s official Brexit Campaign this study synthesises an efficient mendacity based communication and media strategy. Its aim is to raise awareness of these practices as they can be corrosive to democracy.

Keywords

Alternative facts, Boris Johnson, Spin, Mendacity in politics, Media strategy, Donald Trump, US Presidential Campaign 2016, EU Referendum on Brexit 2016

Keywords

Alternative facts, Spin, Media strategy, Donald Trump, Boris Johnson, US Presidential Campaign 2016, EU Referendum on Brexit 2016, Mendacity in politics

Language used: English

Date on which the thesis was submitted / produced: 23. 6. 2017

Thesis defence

• Date of defence: 10. 9. 2018
• Supervisor: Jan Němec
• Reader: Vladimíra Dvořáková

Vysoká škola ekonomická v Praze

Master programme / field:
Mezinárodní ekonomické vztahy / International and Diplomatic Studies