Abstract
The chapter focuses on the development of political communication and campaigning in Serbia. It starts with a brief overview of the basic characteristics of the political and party system. Then, it introduces the main laws and rules the campaigners must comply with. After that, the authors describe the evolution of communication tactics and techniques used by parties and candidates to persuade voters to vote for them over the last three decades. At the end of the chapter, the authors discuss the most recent campaigning trends in Serbia and summarise the chapter.
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Notes
- 1.
The general character of electoral topics in Serbia in the beginning of the multi-party system is also indicated by the results of (rarely) conducted research. Thus, the electoral campaign of 1990 devoted two-thirds of messages addressed to the citizenry to three issues: (1) state and national issues (27%), (2) perspectives of economic and social development (18%), and (3) development of democracy (30%) (Slavujević 2007, 111–114). The situation was not significantly different in the next campaign in 1992 (Slavujević 2007, 119).
- 2.
More than half of Serbia’s citizens are informed via television (fifty-five percent). Almost a third (thirty-one percent) of the population is informed through internet portals and social networks, while print media is the source of information for only 6.6 percent of citizens (Živanović 2017).
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Atlagić, S., Vučićević, D. (2019). Serbia. In: Eibl, O., Gregor, M. (eds) Thirty Years of Political Campaigning in Central and Eastern Europe. Political Campaigning and Communication. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-27693-5_21
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