FAKULTETA ZA UPORABNE DRUBENE TUDIJE

V NOVI GORICI

DIPLOMSKA NALOGA

VISOKOOLSKEGA

UNIVERZITETNEGA TUDIJSKEGA

PROGRAMA PRVE STOPNJE

ROBIN VUGA

FAKULTETA ZA UPORABNE DRUBENE TUDIJE

V NOVI GORICI

DIPLOMSKA NALOGA VISOKOOLSKEGA

UNIVERZITETNEGA TUDIJSKEGA PROGRAMA

PRVE STOPNJE

OBVLADOVANJE KOMUNIKACIJSKIH

VEIN V POLITIKI

Mentor: doc. dr. Andrej Kovai

NOVA GORICA, maj 2015 Robin Vuga

IZJAVA O AVTORSTVU

tudent Robin Vuga izjavljam, da sem avtor diplomskega dela z naslovom Obvladovanje

komunikacijskih vein v politiki, ki sem ga napisal pod mentorstvom doc. dr. Andreja

Kovaia, in da dovoljujem objavo diplomskega dela na spletnih straneh fakultete.

Nova Gorica, 26. maj 2015 Podpis: ______________________

ZAHVALA

Zahvaljujem se celotnemu osebju FUD in svojim soolcem za pomo tekom tudija.

Zahvaljujem se svojemu mentorju doc. dr. Andreju Kovaiu, ki mi je namenil as in nudil

nasvete pri izdelavi diplomskega dela.

Najlepa zahvala gre pa moji druini za pomo in razumevanje pri nastanku tega dela.

Hvala,

Robin

POVZETEK

Zdrav temelj kateregakoli uspenega razmerja med nami in okolico je dobra komunikacija. Za

vsakega loveka je pomembno, da zna najprej pri sebi prepoznati, kako neverbalno

komunicira in kakne signale poilja ljudem okoli sebe, kajti najglasneje govori prav zunanja

podoba - naa obrazna mimika, gestikulacija, oesni stik, postava, ton glasu ... Sposobnost

razumeti in uporabiti neverbalno komunikacijo oziroma govorico telesa je mono orodje, ki

nam pomaga povezati se z drugimi, in tudi izraziti, kaj dejansko utimo, in nam na taken

nain pomaga graditi bolja razmerja. Nenazadnje naa prava obutja najbolj iskreno izrazimo

prav v neverbalni obliki in to velja za vsa podroja v nai civilnodrubeni sferi. Poblie smo

spoznali, kako lahko te elemente komunikacije prenesemo v politiko. So doloene oblike

komuniciranja res bolje kot druge ter privedejo do pozitivnejih rezultatov? Smo z

druganim videzom lahko res prepriljiveji? Vsekakor so odgovori na takna vpraanja

dobrodoli za ljudi, ki so profesionalno vpleteni v politiko, kajti biti politik ni le sprejemanje

odloitev, ki bodo vplivale na ljudstvo, temve je tudi preprievanje le-tega. Prav s taknimi

vpraanji smo se ukvarjali v diplomskem delu. Poblie smo spoznali teoretsko ozadje

nekaterih elementov neverbalne komunikacije, iz katerih smo izpeljali tudi tiri hipoteze. V

empirinem delu pa smo preko anketiranja poizkuali te hipoteze bodisi potrditi ali ovrei.

Kljune besede : neverbalna komunikacija, govorica telesa, politika, politini marketing.

ABSTRACT

The healthy foundation of any given relationship between us and our enviroment is good

communication. For every human being it is imporant, that he first recognizes in himself, how

he nonverbally communicates and what kind of signals does he send to the people around

him, because what most loudly speaks is the outer self face mimics, eye contact, voice tone

and posture. The ability to understand and use our own nonverbal communication is a

powerfull tool, which helps us to connect and express what we trully feel and to help build

better relationships be it professional or personal. We will look closely on how to converse

these elements into politics. Do some forms of communication bring more positive results

than others? Does a different look make us more convincing? Undoubetly the answers to

these questions are welcomed for people, who are professionaly involved in politcs.

Furthermore, being a politic is not just about decision making which will inevitabily effect the

people but it is alsoo convincing it. We will be dealing with these kind of problems in our

diploma work. We will be looking closely on all the elements of nonverbal communication

and present four hypothesis. And in the empirical part we will try to confirm or deny these

hypothesis via a survey.

Key words: nonverbal communcation, body language, politics, political marketing.

KAZALO

1. UVOD .............................................................................................................. 1

1.1. Vsebina diplomskega dela ............................................................................................. 2

1.2. Namen in cilj diplomskega dela ..................................................................................... 3

1.3. Raziskovalno vpraanje in hipoteze ............................................................................... 4

2. OPREDELITEV TEMELJNIH POJMOV ................................................ 5

2.1. Opredelitev pojma komunikacija ...................................................................................... 5

2.2. Opredelitev pojma neverbalna komunikacija .................................................................. 6

2.3. Opredelitev pojma propaganda ......................................................................................... 7

3. PODOBA IN KOMUNICIRANJE POLITIKA ........................................... 8

3.1. Politino komuniciranje ................................................................................................... 8

3.2. Politina propaganda in marketing ................................................................................ 11

3.3. Imid in osebnost politika .............................................................................................. 14

3.4. Politini jezik ................................................................................................................. 16

4. PREUEVANI ELEMENTI NEVERBALNE KOMUNIKACIJE ........ 19

4.1. Proksemika ..................................................................................................................... 22

4.2. Kinestetina sporoila .................................................................................................... 23

4.2.1. Gibi rok .................................................................................................................... 24

4.2.2. Kretnje z nogami ...................................................................................................... 27

4.2.3. Obrazna mimika ....................................................................................................... 29

4.3.Neverbalno izkazovanje moi ......................................................................................... 32

5. EMPIRINI DEL ......................................................................................... 36

5.1. Metodoloki pristop ....................................................................................................... 36

5.2. Vzorenje ....................................................................................................................... 36

5.3. Anketni vpraalnik ......................................................................................................... 37

5.4. Interpretacija pridobljenih podatkov ............................................................................. 38

5.4.1. Oesni stik ................................................................................................................. 39

5.4.2. Nasmeek ................................................................................................................... 40

5.4.3. Formalni stil oblaenja .............................................................................................. 42

5.4.4. Telesna dra ............................................................................................................... 44

5.4.5. Pomembnost posameznih elementov neverbalne komunikacije ............................... 45

6. ZAKLJUEK ............................................................................................... 48

6.1. Povzetek hipotez ............................................................................................................ 47

6.2. Prispevek dela ................................................................................................................ 48

6.2.1. Akademski prispevek .............................................................................................. 48

6.2.2. Aplikativni prispevek .............................................................................................. 49

6.3. Predlagana prihodnja podroja raziskovanja ................................................................. 50

6.4. Sklepne misli ................................................................................................................ 50

7. VIRI ............................................................................................................... 52

PRILOGE

KAZALO SLIK IN TABEL

Slika 4.1 - Trikotnik moi ....................................................................................................... 28

Slika 4.2 - Razline telesne dre .............................................................................................. 33

Tortni Graf 5.1 Spolna sestava sodelujoih v anketi .................................................