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The bachelor thesis deals with the comparison of the unity of communication of the pre- electoral coalitions formed before the Czech legislative elections in 2021. The first coalition consists of the Czech Pirate Party and the Mayors and Independents movement (STAN). The second coalition called "Together" encompasses the Civic Democratic Party (ODS), the KDU- ČSL, and the TOP 09. The thesis uses a comparative method that takes into account the content analysis of the electoral campaigns. The aim was to find out how the coalition parties formed a unified communication during the pre-election campaign. After the introduction, the theoretical framework includes political communication, political marketing, election campaigns, and pre- electoral coalitions. There is a brief introduction to the characteristics and development of coalition subjects and the motivation for creating pre-electoral coalitions. The comparison shows that the coalitions have chosen a different approach to unified communication. The parties of the Together coalition continued to try to build their political brands, which subsequently tried to project into a united coalition brand. This led to better establishment and awareness of this formation. The Pirates and Mayors were less united in the partial aspects of the communication,... |
