COMMUNICATION OF THE RIGHT WING: COMMUNICATION ACTIVITIES OF THE SELECTED (FAR) RIGHT POLITICAL PARTIES IN THE CZECH REPUBLIC AND SLOVAKIA BEFORE PARLIAMENTARY ELECTIONS IN 2016 AND 2017

Modern political parties more often use online communication and web-based tools of political marketing. Such activities are most visible in case of target marketing campaigns on web sites and social networks. This paper explored the communication tools and activities of selected right-wing political parties in the Czech Republic and Slovakia in the digital space. The aim was to compare two Czech (Labor Party of Social Justice - DSSS and Direct Democracy Party - SPD) and two Slovak parties (People's Party - Our Slovakia - LSNS and Slovak National Party - SNS). The choice of right-wing subjects has been put in place to guarantee the political diversity and variability within the right-wing parties, especially with regard to their democratic or antisystem orientation. The authors focused on the content analysis of program documents, web sites and communication through the Facebook social network, with data collection tracking two months before the parliamentary elections in 2016 in Slovakia and in 2017 in the Czech Republic. The results show that radical right wing political parties dominate the online communication compared to the traditional political campaigning.