Navigating Political Advertising During Election Campaigns and Its Impact on Family Discussions

Denis Javorik ()
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Denis Javorik: University of Ss. Cyril and Methodius, Department of Marketing Communication

A chapter in Eurasian Business and Economics Perspectives, 2025, pp 211-225 from Springer

Abstract: Abstract This research study explores the impact of political advertising and disinformation during political campaigns on family discussions, with the focus on generational differences in perceptions of household members in Slovakia. The aim of this paper is to identify and investigate the potential impacts of political campaign ads on family discussions and relationships among household members. Through qualitative research, the author gathered essays from 38 Generation Z respondents and analyzed their experiences of political discourse at home during the election period. The key findings reveal that the majority engages in discussions within their families, with mothers playing a pivotal role as the initiator. However, these discussions often lead to conflicts and generational divide in the recognition of disinformation and critical thinking skills, when the Generation Z respondents believe to be better equipped to handle these issues. While some families experience harmony, lightheartedness and shared views, others find that these topics bring conflict into the household. Despite that, majority of the respondents don’t feel that their relationships are negatively impacted by negative campaigning. This study explores the effects of political polarization on family dynamics and contributes to understand the intergenerational impact of political campaigning on family cohesion and communication.

Keywords: Disinformation; Family communication; Family relationships; Gen Z; Intergenerational discussion; Political advertising; Political campaigning; Political polarization (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-032-03321-5_11

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DOI: 10.1007/978-3-032-03321-5_11

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