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master's thesis
Strateško upravljanje karakterom u izbornim kampanjama - slučaj Zorana Milanovića
Zagreb: University of Zagreb, The Faculty of Political Science, 2020. urn:nbn:hr:114:547571
Topić, Patricija
University of Zagreb
The Faculty of Political Science
Department of Strategic Communication

Institutional repository: FPSZG repository

Cite this document

Topić, P. (2020). Strateško upravljanje karakterom u izbornim kampanjama - slučaj Zorana Milanovića (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:547571

Topić, Patricija. "Strateško upravljanje karakterom u izbornim kampanjama - slučaj Zorana Milanovića." Master's thesis, University of Zagreb, The Faculty of Political Science, 2020. https://urn.nsk.hr/urn:nbn:hr:114:547571

Topić, Patricija. "Strateško upravljanje karakterom u izbornim kampanjama - slučaj Zorana Milanovića." Master's thesis, University of Zagreb, The Faculty of Political Science, 2020. https://urn.nsk.hr/urn:nbn:hr:114:547571

Topić, P. (2020). 'Strateško upravljanje karakterom u izbornim kampanjama - slučaj Zorana Milanovića', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:114:547571

Topić P. Strateško upravljanje karakterom u izbornim kampanjama - slučaj Zorana Milanovića [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2020 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:114:547571

P. Topić, "Strateško upravljanje karakterom u izbornim kampanjama - slučaj Zorana Milanovića", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:114:547571

Metadata
TitleStrateško upravljanje karakterom u izbornim kampanjama - slučaj Zorana Milanovića
Title (english)Strategic Character Management in Election Campaigns - The Case of Zoran Milanović
AuthorPatricija Topić
MentorMarijana Grbeša-Zenzerović (mentor)
Committee memberMarijana Grbeša-Zenzerović (predsjednik povjerenstva)
Committee memberDomagoj Bebić (član povjerenstva)
Committee memberViktorija Car (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Strategic Communication)
Zagreb
Defense date and country2020-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Ciljevi ovoga diplomskoga rada su dvojaki. Prvo, rad nastoji otkriti kako je Zoran Milanović strateški koristio „karakter“ za vrijeme svoje predsjedničke kampanje tijekom hrvatskih predsjedničkih izbora 2019./2020. i, drugo, kako su mediji izvještavali o njegovom karakteru. Korištena je metoda studije slučaja u sklopu koje su provedene kvantitativna i kvalitativna analiza sadržaja na dvije razine. Prva razina je analizirala komunikacijske kanale i tehnike koje je koristio Zoran Milanović kako bi strateški upravljao svojim karakterom, dok je druga razina analizirala kako su četiri vodeća hrvatska elektronička portala izvještavala o njegovom karakteru. Polazi se od pretpostavke da su hrvatski predsjednički izbori uvelike personalizirani, što zbog makrofaktora – obilježja političkog i medijskog sustava, što zbog mikrofaktora – osobina političkog kandidata. Rezultati su pokazali da je Zoran Milanović pažljivo odabranim komunikacijskim miksom strateški koristio „karakter“ na dvije razine. Prvo, svoju najveću manu – svoj karakter uspio je pretvoriti u svoju najveću prednost i drugo, iskoristio je svoj karakter kako bi razoružao glavnu protukandidatkinju Grabar-Kitarović.
Abstract (english)
The goals of this thesis are twofold. First, the paper seeks to reveal how Zoran Milanović strategically used his „character“ during his presidential campaign in the 2019/2020 Croatian presidential elections and, secondly, how the media reported on his character. A case study method was used, which included, a hybrid method of quantitative and qualitative content analysis on two levels. The first level analyzed communication channels and techniques used by Zoran Milanović to strategically manage his character, while the second level analyzed how four leading Croatian electronic portals reported on the character of Zoran Milanović during his 2019/2020 presidential campaign. The starting point was the assumption that the Croatian presidential elections are largely personalized, due to macro-factors – characteristics of the political and media system, and due to micro-factors – the characteristics of a political candidate. The results show that Zoran Milanović strategically used his „character“ on two levels with a carefully planned communication mix. First, he managed to turn his biggest flaw – his character, into his biggest advantage and second, he used his character to disarm his main opponent Grabar-Kitarović.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:547571
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
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Created on2020-11-06 12:07:07