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Za človeka gre: Relevanca znanosti in izobraževanja / All about people: Relevance of science and education 2020

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Student Phd

During election campaigns the crucial goal of communication is to persuade voters to vote in favour of a particular candidate. Various methods are used with this goal in mind, „nudge“ included. The concept of “nudge” is defined as a technique used to change someone's behaviour, preferably in a cost effective way. The definition also implies an important condition: that the number of choices people have on the matter should not be reduced by the use of nudge, and that the purpose of using it in communication is to improve life and wellbeing of people and society. That is rather straight forward when it is used in breast cancer prevention, for example, hence, frequent use of nudge in health campaigns. In the political election campaigns, however, the problem with this „good cause“ is that candidates will always communicate their full devotion to the wellbeing of people and society, regardless of their real motive, and thus the line between manipulative persuasion and nudge, seems blurry. The research question here is: how did the candidates in the presidential election in Croatia use the technique of nudge? The research is inspired by the fact that Cameron’s campaign in the UK and Obama`s in US heavily rested on researching behaviours and decision making process since the results can support national priorities in the election and beyond. Qualitative analysis of media appearances and debates of the candidates, slogans and scenography will be used.

Lidija Biber



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