Abstract:

Political apathy represents general lack of interest and indifference towards politics, lack of engagement in political activities and lack of motivation for voting. High level of political apathy represents a serious problem in democratic systems because it can lead to stagnation in growth and development of a country. The purpose of this research was to determine whether the level of political awareness through different media influences the intention for political apathy and through which media do different voter segments inform about politics. These findings are useful for creating appropriate political marketing strategies to reduce political apathy. Results have shown that the greater the level of political awareness, the less is the intention for political apathy. Television still represents the most important media when it comes to informing about politics. However, there is a significant increase in the importance of new media, i.e. internet sites and social networks, especially among younger age groups and highly educated citizens.