Negativní kampaně v české politice a jejich vliv na voliče

This thesis analyzes the political campaigns of presidential candidates in the Czech Republic in 2023. Special emphasis is placed on their increasing level of negativity on social media. It examines the communication strategies currently used and their impact on citizens. The aim of this thesis is to identify the share and intensity of negative communication by Petr Pavel and Andrej Babiš on Instagram and to examine its impact on emotions and memorability among generation Z. Content analysis is used to identify negativity, while the strength of voters' emotions and the degree of memorability are determined through a questionnaire survey. The results showed a significant level of negativity in politicians' communication, with the intensity of negativity correlating with the degree of felt aversion and anger. However, the level of negativity does not affect the memorability of the message. The thesis provides an understanding of the impact of negative communication on young voters and emphasizes the need for a responsible approach to negative campaigns to avoid undermining trust in democratic processes.