File(s) under permanent embargo

Reason: This item is currently closed access.

A winding road from "likes" to votes

posted on 28.04.2017, 11:06 authored by Vaclav StetkaVaclav Stetka, Alena Mackova, Marta Fialova
This case study analyzes the use of social media in the campaign for the historically first direct presidential elections in the Czech Republic in January 2013. Following a brief outline of the political context and outcomes of the elections, this study explores and compares the strategies of campaign communication of the nine presidential candidates on the social networking sites Facebook and Twitter. Apart from mapping the dynamics of the campaign and the responsiveness of Facebook and Twitter users, we have used content analysis to examine basic formal characteristics of over one thousand messages posted on Facebook in the course of the campaign by the candidates and their teams. Additionally, this chapter also examines more closely the place of social media in the campaign of Karel Schwarzenberg, the eventual runner-up of the presidential race, whose team distanced all other candidates in both the extent as the level of sophistication of communication carried via the social networking sites. Overall, the presidential elections has revealed both the potential as well as limits of electoral mobilization through social networks, while at the same time it has demonstrated the continuing importance of more traditional means of campaign communication in the Czech Republic.



  • Social Sciences


  • Communication, Media, Social and Policy Studies

Published in

Social media in politics. Case studies on the political power of social media


225 - 244 (20)


STETKA, V., MACKOVA, A. and FIALOVA, M., 2014. A winding road from "likes" to votes. IN: Pătruţ, B. and Pătruţ, M. (eds). Social Media in Politics: Case Studies on the Political Power of Social Media. Springer International Publishing, pp.225-244


Springer International Publishing


AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at:

Publication date



This book chapter is closed access.





Book series

Public Administration and Information Technology;13