{"id":730,"date":"2021-11-23T13:21:17","date_gmt":"2021-11-23T13:21:17","guid":{"rendered":"https:\/\/blog.geneea.com\/?p=730"},"modified":"2026-01-29T15:57:36","modified_gmt":"2026-01-29T15:57:36","slug":"co-umi-geneea-vykoukat-z-predvolebni-kampane-na-facebooku","status":"publish","type":"post","link":"https:\/\/geneea.com\/news\/cs\/co-umi-geneea-vykoukat-z-predvolebni-kampane-na-facebooku","title":{"rendered":"Co um\u00ed Geneea vykoukat z p\u0159edvolebn\u00ed kampan\u011b na Facebooku"},"content":{"rendered":"\n

V o\u010dek\u00e1v\u00e1n\u00ed \u0159\u00edjnov\u00fdch parlamentn\u00edch voleb se organizace Transparency International \u010cR<\/a> v\u011bnovala monitoringu p\u0159edvolebn\u00ed kampan\u011b politick\u00fdch stran, hnut\u00ed i jednotliv\u00fdch kandid\u00e1t\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong>. Se s\u00e9mantickou anal\u00fdzou jsme j\u00ed pom\u00e1hali mimo jin\u00e9 i my z Geneey<\/a> a na\u0161e NLP\/AI. D\u00edky na\u0161im n\u00e1stroj\u016fm se mohli analytici z Transparency International snadno pod\u00edvat, jak\u00e1 t\u00e9mata rezonovala v p\u0159\u00edsp\u011bvc\u00edch kter\u00fdch stran a politik\u016f, jak se tato t\u00e9mata prom\u011b\u0148ovala v \u010dase i jestli byla zmi\u0148ov\u00e1na jako negativn\u00ed nebo pozitivn\u00ed.<\/p>\n\n\n\n

Zat\u00edmco podrobnou anal\u00fdzu nech\u00e1me na expertech, my se m\u016f\u017eeme pod\u00edvat na p\u00e1r datov\u00fdch zaj\u00edmavost\u00ed. Zam\u011b\u0159\u00edme se jen na placen\u00e9 p\u0159\u00edsp\u011bvky na Facebooku<\/strong> z \u00fa\u010dt\u016f vybran\u00fdch politick\u00fdch subjekt\u016f (stran, hnut\u00ed a lid\u00ed) kandiduj\u00edc\u00edch v parlamentn\u00edch volb\u00e1ch 2021, a to za obdob\u00ed od pond\u011bl\u00ed 4. ledna do soboty 9. \u0159\u00edjna 2021. Zkouman\u00fdch \u00fa\u010dt\u016f bylo n\u011bco p\u0159es \u010dty\u0159icet<\/strong>, v po\u010dtu sd\u00edlen\u00fdch placen\u00fdch p\u0159\u00edsp\u011bvk\u016f se pak notn\u011b li\u0161ily. V tomto ohledu byl suver\u00e9nn\u00edm v\u00edt\u011bzem Tomio Okamura s 1827 p\u0159\u00edsp\u011bvky, naopak n\u011bkter\u00e9 subjekty (nap\u0159. samotn\u00e9 hnut\u00ed SPD) si zaplatily jen za jednotky p\u0159\u00edsp\u011bvk\u016f.<\/p>\n\n\n

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\"Top<\/a>
Top 20 zkouman\u00fdch \u00fa\u010dt\u016f se\u0159azen\u00fdch podle po\u010dtu placen\u00fdch p\u0159\u00edsp\u011bvk\u016f za obdob\u00ed od 4. ledna do 9. \u0159\u00edjna 2021<\/figcaption><\/figure>\n<\/div>\n\n\n

M\u011bli bychom ale vz\u00edt v potaz i rozlo\u017een\u00ed v \u010dase<\/strong>. Nen\u00ed asi p\u0159ekvapen\u00edm, \u017ee celkov\u011b p\u0159\u00edsp\u011bvky p\u0159ib\u00fdvaly na po\u010dtech s bl\u00ed\u017e\u00edc\u00edmi se volbami:<\/p>\n\n\n

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\"Po\u010dty<\/a>
Po\u010dty placen\u00fdch p\u0159\u00edsp\u011bvk\u016f za zkouman\u00e9 obdob\u00ed (4. ledna a\u017e 9. \u0159\u00edjna 2021) rozlo\u017een\u00e9 v \u010dase. Sloupce p\u0159edstavuj\u00ed 14denn\u00ed \u00faseky v\u017edy za\u010d\u00ednaj\u00edc\u00ed pond\u011bl\u00edm.<\/figcaption><\/figure>\n<\/div>\n\n\n

Toto rozlo\u017een\u00ed ale neplat\u00ed pro v\u0161echny subjekty, kter\u00e9 se v \u0159\u00edjnu uch\u00e1zely o hlasy voli\u010d\u016f. Nap\u0159\u00edklad pr\u00e1v\u011b placen\u00e1 kampa\u0148 Tomia Okamury byla v \u010dase t\u00e9m\u011b\u0159 rovnom\u011brn\u011b rozlo\u017een\u00e1<\/strong>:<\/p>\n\n\n

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\"Placen\u00e9<\/a>
Placen\u00e9 p\u0159\u00edsp\u011bvky za zkouman\u00e9 obdob\u00ed z \u00fa\u010dtu Tomio Okamura – SPD<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Oproti tomu nap\u0159\u00edklad placen\u00e1 kampa\u0148 Petra Fialy a ODS za\u010dala nab\u00edrat obr\u00e1tky na ja\u0159e a celkem setrvale stoupala<\/strong>. V obou p\u0159\u00edpadech se pak \u010dtrn\u00e1ctidenn\u00ed maxima pohybuj\u00ed kolem 120 p\u0159\u00edsp\u011bvk\u016f.<\/p>\n\n\n

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\"Placen\u00e9<\/a>
Placen\u00e9 p\u0159\u00edsp\u011bvky za zkouman\u00e9 obdob\u00ed z \u00fa\u010dt\u016f Petr Fiala<\/em> a ODS – Ob\u010dansk\u00e1 demokratick\u00e1 strana<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

A naopak prudk\u00e9 nav\u00fd\u0161en\u00ed k z\u00e1v\u011bru<\/strong> p\u0159edvolebn\u00edho obdob\u00ed je mo\u017en\u00e9 pozorovat nap\u0159\u00edklad u Pir\u00e1t\u016f a STAN, ale t\u0159eba i u Andreje Babi\u0161e. Po\u010dty p\u0159\u00edsp\u011bvk\u016f v maximu se ale pak zna\u010dn\u011b li\u0161\u00ed.<\/p>\n\n\n

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\"Placen\u00e9<\/a>
Placen\u00e9 p\u0159\u00edsp\u011bvky za zkouman\u00e9 obdob\u00ed z \u00fa\u010dt\u016f \u010cesk\u00e1 pir\u00e1tsk\u00e1 strana<\/em> a Starostov\u00e9 a nez\u00e1visl\u00ed \u2022 STAN<\/em><\/figcaption><\/figure>\n<\/div>\n\n
\n
\"Placen\u00e9<\/a>
Placen\u00e9 p\u0159\u00edsp\u011bvky za zkouman\u00e9 obdob\u00ed z \u00fa\u010dtu Andrej Babi\u0161<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Nutno podotknout, \u017ee tyto grafy ukazuj\u00ed \u010dist\u011b po\u010dty placen\u00fdch p\u0159\u00edsp\u011bvk\u016f<\/strong>, kter\u00e9 z\u016fst\u00e1vaj\u00ed na Facebooku r\u016fzn\u011b dlouho podle toho, jak jsou zaplaceny. Pokud se pod\u00edv\u00e1me naopak na v\u00fddaje<\/strong>, ty ukazuj\u00ed trochu jin\u00fd obr\u00e1zek. Nap\u0159\u00edklad v\u016fdce SPD sice sd\u00edlel relativn\u011b stabiln\u00ed po\u010det p\u0159\u00edsp\u011bvk\u016f, ale p\u0159ed volbami za n\u011b platil n\u00e1sobn\u011b v\u00edc ne\u017e za\u010d\u00e1tkem roku<\/strong>. Zaj\u00edmav\u00e9 tak\u00e9 je, \u017ee premi\u00e9r Babi\u0161 je sice nev\u00fdrazn\u00fdm hr\u00e1\u010dem, co se po\u010dtu placen\u00fdch p\u0159\u00edsp\u011bvk\u016f t\u00fd\u010de, ve v\u00fddaj\u00edch ale p\u0159ed volbami dohnal i\u00a0mnohem piln\u011bj\u0161\u00ed sd\u00edle\u010de Okamuru a\u00a0Fialu.<\/p>\n\n\n\n

Za pov\u0161imnut\u00ed stoj\u00ed je\u0161t\u011b jedna skute\u010dnost, na kterou ukazuj\u00ed oba typy dat, a to rozd\u00edly v s\u00e1zen\u00ed na strany<\/strong> (plat\u00ed se za p\u0159\u00edsp\u011bvky p\u0159\u00edmo z \u00fa\u010dt\u016f stran) nebo jejich p\u0159edstavitele<\/strong> (plat\u00ed se za p\u0159\u00edsp\u011bvky z \u00fa\u010dt\u016f kandid\u00e1t\u016f). Typick\u00fdmi p\u0159edstaviteli prvn\u00ed strategie jsou \u201etradi\u010dn\u00ed\u201c strany jako \u010cSSD nebo KS\u010cM, ale i nov\u011bj\u0161\u00ed hr\u00e1\u010di jako Pir\u00e1ti a STAN. Naopak druhou strategii vol\u00ed typicky populistick\u00e9 strany jako ANO a SPD, kter\u00e9 jako takov\u00e9 nejsou vid\u011bt v\u016fbec, zato jejich l\u00edd\u0159i sd\u00edl\u00ed p\u0159\u00edsp\u011bvky za miliony<\/strong>. Hybridn\u00ed strategii pak zvolila p\u0159edev\u0161\u00edm ODS, jej\u00ed\u017e p\u0159edseda Petr Fiala byl na Facebooku po Okamurovi nejaktivn\u011bj\u0161\u00edm kandid\u00e1tem, ale vid\u011bt byli i jej\u00ed dal\u0161\u00ed p\u0159edstavitel\u00e9 (Zbyn\u011bk Stanjura, Jana \u010cernochov\u00e1, Jan Skope\u010dek aj.), a v men\u0161\u00ed m\u00ed\u0159e i KDU-\u010cSL a jej\u00ed p\u0159edseda Marian Jure\u010dka.<\/p>\n\n\n\n

A jak\u00fdm t\u00e9mat\u016fm<\/strong> se politici v placen\u00fdch p\u0159\u00edsp\u011bvc\u00edch v\u011bnovali? Pokud vynech\u00e1me kl\u00ed\u010dov\u00e1 slova jako \u201evl\u00e1da\u201c, \u201evolby\u201c nebo \u201epolitika\u201c, kter\u00e1 jsou o\u010dek\u00e1vateln\u00e1 a nic zaj\u00edmav\u00e9ho n\u00e1m vlastn\u011b ne\u0159eknou, zmi\u0148ovali kandid\u00e1ti \u010dasto v\u00fdrazy souvisej\u00edc\u00ed nap\u0159\u00edklad s Evropskou uni\u00ed<\/strong> (EU, Brusel, Evropsk\u00fd parlament a komise, vystoupen\u00ed z EU, p\u0159ijet\u00ed eura, …), s pandemi\u00ed Covidu-19<\/strong> (COVID-19, o\u010dkov\u00e1n\u00ed, pandemie, vakc\u00edna, vl\u00e1dn\u00ed opat\u0159en\u00ed, \u2026), ale tak\u00e9 z\u00e1kladn\u00ed t\u00e9mata<\/strong>, jako jsou rodina, pen\u00edze, pr\u00e1vo, dan\u011b, ekonomika, d\u016fchody \u010di bydlen\u00ed.<\/p>\n\n\n

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\"Wordcloud<\/a>
Wordcloud obecn\u00fdch pojm\u016f vyskytuj\u00edc\u00edch se v p\u0159\u00edsp\u011bvc\u00edch v\u0161ech zkouman\u00fdch \u00fa\u010dt\u016f. \u010c\u00edm je slovo v\u011bt\u0161\u00ed, t\u00edm se v p\u0159\u00edsp\u011bvc\u00edch vyskytovalo \u010dast\u011bji.<\/figcaption><\/figure>\n<\/div>\n\n\n

Ani 6 let po vrcholu evropsk\u00e9 migra\u010dn\u00ed krize pak z r\u00e9toriky \u010desk\u00fdch politik\u016f nezmizelo pr\u00e1v\u011b t\u00e9ma migrace<\/strong>, kter\u00e9 nep\u0159ekvapiv\u011b pravideln\u011b vytahoval p\u0159edev\u0161\u00edm Tomio Okamura, ale za\u010d\u00e1tkem z\u00e1\u0159\u00ed si na n\u011bj vzpomn\u011bl i Andrej Babi\u0161 (do t\u00e9 doby se v jeho p\u0159\u00edsp\u011bvc\u00edch v\u016fbec neobjevuje).<\/p>\n\n\n

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\"Wordcloud<\/a>
Wordcloud obecn\u00fdch pojm\u016f vyskytuj\u00edc\u00edch se v p\u0159\u00edsp\u011bvc\u00edch z \u00fa\u010dtu Tomio Okamura – SPD<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Na p\u0159\u00edpadu premi\u00e9ra si pak m\u016f\u017eeme tak\u00e9 uk\u00e1zat, jak se se stup\u0148uj\u00edc\u00ed kampan\u00ed prom\u011b\u0148oval sentiment p\u0159\u00edsp\u011bvk\u016f<\/strong>. V celkov\u00e9m pemzu Babi\u0161ov\u00fdch p\u0159\u00edsp\u011bvk\u016f jsou ty pozitivn\u011b a negativn\u011b lad\u011bn\u00e9 rovnom\u011brn\u011b zastoupen\u00e9:<\/p>\n\n\n

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\"Sentiment<\/a>
Sentiment p\u0159\u00edsp\u011bvk\u016f z \u00fa\u010dtu Andrej Babi\u0161<\/em> za cel\u00e9 zkouman\u00e9 obdob\u00ed<\/figcaption><\/figure>\n<\/div>\n\n\n

Kdy\u017e si je ale rozd\u011bl\u00edme po krat\u0161\u00edch \u010dasov\u00fdch \u00fasec\u00edch, vid\u00edme postupn\u00fd v\u00fdvoj<\/strong>. V prvn\u00ed polovin\u011b roku byly Babi\u0161ovy p\u0159\u00edsp\u011bvky sp\u00ed\u0161e pozitivn\u011b lad\u011bn\u00e9 a i v l\u00e9t\u011b z\u016fst\u00e1val premi\u00e9r pozitivn\u00ed. Se za\u010d\u00e1tkem z\u00e1\u0159\u00ed se v\u0161ak kampa\u0148 p\u0159iost\u0159ila a tak se i sentiment oto\u010dil:<\/p>\n\n\n

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\"Sentiment<\/a>
Sentiment p\u0159\u00edsp\u011bvk\u016f z \u00fa\u010dtu Andrej Babi\u0161<\/em> rozd\u011blen\u00fd po \u010dasov\u00fdch \u00fasec\u00edch<\/figcaption><\/figure>\n<\/div>\n\n\n

Pro srovn\u00e1n\u00ed sentiment v p\u0159\u00edsp\u011bvc\u00edch v\u0161ech zkouman\u00fdch subjekt\u016f za stejn\u00e1 obdob\u00ed takto negativn\u00ed tendenci nevykazuje:<\/p>\n\n\n

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\"Sentiment<\/a>
Sentiment p\u0159\u00edsp\u011bvk\u016f v\u0161ech zkouman\u00fdch \u00fa\u010dt\u016f rozd\u011blen\u00fd po \u010dasov\u00fdch \u00fasec\u00edch<\/figcaption><\/figure>\n<\/div>\n\n\n

Na z\u00e1v\u011br se m\u016f\u017eeme je\u0161t\u011b pod\u00edvat, kdo mluvil o kom<\/strong>. Nen\u00ed \u017e\u00e1dn\u00fdm p\u0159ekvapen\u00edm, \u017ee nejzmi\u0148ovan\u011bj\u0161\u00edm \u010dlov\u011bkem ve v\u0161ech zkouman\u00fdch p\u0159\u00edsp\u011bvc\u00edch byl aktu\u00e1ln\u00ed p\u0159edseda vl\u00e1dy<\/strong>. Jedni ho chv\u00e1lili, druz\u00ed kritizovali, ale jak hned uvid\u00edme, zd\u00e1 se, \u017ee ho zmi\u0148ovali snad opravdu v\u0161ichni. Na druh\u00e9m m\u00edst\u011b je pak Tomio Okamura, v jeho p\u0159\u00edpad\u011b se ale z drtiv\u00e9 v\u011bt\u0161iny zmi\u0148uje on s\u00e1m. Vzhledem k tomu, jak \u010dast\u00fdm p\u0159isp\u011bvatelem Okamura je, se jeho obl\u00edbenci Matteo Salvini a Marine Le Penov\u00e1 (o kter\u00fdch nepsal nikdo jin\u00fd) dostali mezi 10 nej\u010dast\u011bji zmi\u0148ovan\u00fdch osob:<\/p>\n\n\n

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\"Top<\/a>
Top 10 osob vyskytuj\u00edc\u00edch se v p\u0159\u00edsp\u011bvc\u00edch v\u0161ech zkouman\u00fdch \u00fa\u010dt\u016f<\/figcaption><\/figure>\n<\/div>\n\n\n

Pokud jeho \u00fa\u010det vynech\u00e1me, vypad\u00e1 seznam pon\u011bkud jinak:<\/p>\n\n\n

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\"Top<\/a>
Top 10 osob vyskytuj\u00edc\u00edch se v p\u0159\u00edsp\u011bvc\u00edch v\u0161ech zkouman\u00fdch \u00fa\u010dt\u016f krom\u011b \u00fa\u010dtu Tomio Okamura – SPD<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Krom\u011b obl\u00edben\u00e9ho Babi\u0161e se pak v\u011bt\u0161inou subjekty zam\u011b\u0159ovaly hlavn\u011b samy na sebe<\/strong>:<\/p>\n\n\n

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\"Top<\/a>
Top 10 osob vyskytuj\u00edc\u00edch se v p\u0159\u00edsp\u011bvc\u00edch z \u00fa\u010dt\u016f Petr Fiala<\/em> a ODS – Ob\u010dansk\u00e1 demokratick\u00e1 strana<\/em><\/figcaption><\/figure>\n<\/div>\n\n
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\"Top<\/a>
Top 10 osob vyskytuj\u00edc\u00edch se v p\u0159\u00edsp\u011bvc\u00edch z \u00fa\u010dt\u016f \u010cesk\u00e1 pir\u00e1tsk\u00e1 strana<\/em> a Starostov\u00e9 a nez\u00e1visl\u00ed \u2022 STAN<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Nic z toho ov\u0161em neplat\u00ed pro Okamuru, kter\u00fd sice myslel v prvn\u00ed \u0159ad\u011b na sebe, jinak ale nikoho z vlastn\u00edho hnut\u00ed na p\u0159edn\u00edch p\u0159\u00ed\u010dk\u00e1ch nem\u00e1:<\/p>\n\n\n

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\"Top<\/a>
Top 10 osob vyskytuj\u00edc\u00edch se v p\u0159\u00edsp\u011bvc\u00edch z \u00fa\u010dtu Tomio Okamura – SPD<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Nen\u00ed na\u0161\u00edm c\u00edlem tady z prezentovan\u00fdch dat vyvozovat dalekos\u00e1hl\u00e9 spole\u010densk\u00e9 z\u00e1v\u011bry, cht\u011bli jsme jen uk\u00e1zat p\u00e1r mo\u017enost\u00ed, kter\u00e9 n\u00e1m na\u0161e n\u00e1stroje d\u00e1vaj\u00ed k anal\u00fdze r\u016fzn\u00fdch text\u016f<\/strong>. Pokud si mysl\u00edte, \u017ee byste podobn\u00e9 n\u00e1stroje vyu\u017eili i vy, nezapome\u0148te se n\u00e1m ozvat na info@geneea.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Zaj\u00edm\u00e1 v\u00e1s, za jak\u00e9 p\u0159\u00edsp\u011bvky si platili politici v r\u00e1mci p\u0159edvolebn\u00ed kampan\u011b na Facebooku? Uh\u00e1dnete, kdo propagoval nejv\u00edc p\u0159\u00edsp\u011bvk\u016f a kdo vedl nejagresivn\u011bj\u0161\u00ed kampa\u0148? I to se d\u00e1 prozkoumat pomoc\u00ed na\u0161\u00ed textov\u00e9 anal\u00fdzy. Pod\u00edvejte se na uk\u00e1zky a grafy v tomto \u010dl\u00e1nku.<\/p>\n","protected":false},"author":6,"featured_media":769,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[350],"tags":[],"class_list":["post-730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-informace"],"yoast_head":"\nCo um\u00ed Geneea vykoukat z p\u0159edvolebn\u00ed kampan\u011b na Facebooku - Geneea News<\/title>\n<meta name=\"description\" content=\"Zjist\u011bte, jak\u00e9 poznatky dok\u00e1\u017ee Geneea z\u00edskat z p\u0159edvolebn\u00ed kampan\u011b na Facebooku \u2013 anal\u00fdza placen\u00fdch p\u0159\u00edsp\u011bvk\u016f, aktivity stran a v\u00fdvoje politick\u00fdch sd\u011blen\u00ed.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/geneea.com\/news\/cs\/co-umi-geneea-vykoukat-z-predvolebni-kampane-na-facebooku\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Co um\u00ed Geneea vykoukat z p\u0159edvolebn\u00ed kampan\u011b na Facebooku - 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