Celebritization in Czech Political Communication in the Last 20 Years - Introductive Refletions and Findings
Abstract
The article offers a basic theoretical and analytical insight into the questions of celebritization in political communication. It defines "celebrity" and "celebritization" and proposes different ways to analyze the phenomenon.
The quantitative content analysis of the appearance of celebrities in political communication in the Czech Republic during the last twenty years shows the first possible attitudes towards celebritization, indicates its social and political roots and outlines the discussion about its cultural specifics. We can see two possible periods, in the second we can identify the reinforcement of political marketing and of the characteristic of the spectacle.
The very specific characteristic of the Czech political communication is anti-communism, appearing mainly after 2000 but with reference to the early nineties. The conclusion also mentions the problems of analysis of political communication and in the studies of political marketing.