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DIGITALNA PREDIZBORNA KAMPANJA SRBIJA 2012
DIGITAL POLITICAL CAMPAIGN: SERBIA 2012
DUBRAVKA VALIĆ NEDELJKOVIĆ
Filozofski Fakultet, Novi Sad
Rezime: Predizborna kampanja 2012. je obeležena i izraženom internetskom ponudom
raznih sadržaja među kojima su i oni koje su kreirali učesnici u kampanji.
Nakon Internetske kampanje Baraka Obame koja je u mnogome doprinela njegovoj pobedi
na izborima za 44. predsednika Sjedinjenih Američkih Država (stupio na dužnost januara
2009. godine) mnogi političari i strtanke u svetu koristile su taj model kao dopunski u
sopstvenim predizbornim kampanjama. To je bio slučaj i u proletnjioj kampanji za lokalne,
pokrajinske, republičke i predsedničke izbore u Srbiji 2012. Cilj istraživanja, čiji rezultati
su delom predstavljeni i u ovom radu, je bio da se uoči koliko su nove tehnologije
doprinele društvenim promenama. U ovom slučaju koliko su stranke u Srbiji koristile
Internet za kampanju i na koji način. Korpus je obuhvatio 11 najznačajnijih stranaka među
kojima su bile i one koje zastupaju interese nacionalnih manjina, zatim lokalnih i
pokrajinskih zajednica i naravno velikih partija. Sajtovi stranaka praćeni su tokom aprila
i prve polovine maja 2012. Rezultati ukazuju na to da stranke nisu dovoljno iskoristile
mogućnosti digitalne komunikacije u sajber prostorvremenu.
Ključne reči: predizborna kampanja, Internet, partijski sajtovi, sajber prostorvreme.
Abstract: Political campaign in 2012 was marked with wide offering of various Internet
conmtents including those created by the participants of the campaign. After Barack
Obama's Internet campaign, which has greatly contributed to his winning in the elections
for the 44th President of the United States (took office in January 2009.) many politicians
and political parties in the world have used this model as a complementary in their own
election campaigns. This was also the case in 2012 spring campaign for local, regional,
republican and presidential elections in Serbia. The aim of the research, whose results are
partially presented in this paper, was to observe how new technologies have contributed to
social change. In this case, how much parties in Serbia used the Internet for the campaign
and how. The corpus consisted of 11 major parties and among them were those
representing the interests of national minorities, then the local and provincial communities
and of course the big party. International parties were observed during April and early
May 2012th. The results indicate that the political parties did not utilize digital
communications at full scale in cyber space-time.
Keywords: election campaign, the Internet, political parties’ websites, cyber space-time.
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