TARGET MARKETING CAMPAIGN AND SOCIAL MEDIA BAN: A SUCCESSFUL STORY OF PEOPLES' PARTY OUR SLOVAKIA

Targeted political campaign on the web or social networks can be one of the key factors for getting political support for the political party. The parties are also targeting voters, investing in campaigns and adjusting their content focusing on their own ideological level. The presented study deals with the political communication of the Slovak political party Ludova strana Nase Slovensko (PPOS), through the social networks and the web portal of the party. This far-right political subject has, since April, a very limited ability to communicate on Facebook's social network because of blocking the party's profile. The aim is to point out the basic communication elements of this political subject on the basis of content analysis and to demonstrate the situation in which the party and the relatively limited ability to communicate in national media or social networks can easily mobilize its voters and promote their program. Continuous surveys provide stable electoral support. The presented analysis will also attempt to point out that in a relatively small country like Slovakia, a political subject does not need to invest large sums to get to the parliament but also to influence the political developments in the country.