In Croatia, on 1 December 2013, a referendum on constitutional definition of marriage was held, and it was stimulated by the civic initiative U ime obitelji. The referendum was deciding on the proposal to transfer the existing definition of marriage from the Family Law to the Constitution, namely that marriage is a community between women and men. Croatian media gave a great deal of space to campaigns on the eve of the referendum. Also, great attention was paid to analysis of the results of the polls. It was the third referendum since the Croatian independence and this entry to the polls was special because it was initiated by collecting citizens' signatures. Encouraging the idea of the dispersal of the population regarding a referendum on marriage, the academic community compared the situation in a country with a cultural war. This work primarily focused on polarization during reporting on referendum and conflicting parties during 2013. More concretely, the starting point of the paper is a critical analysis of discourse based on the texts published in the two largest daily newspapers, Jutarnji and Večernji list. The Critical Discourse Analysis deals with three interrelated levels: the political situation in the country at the national level and the cultural war as a form of social practices, representation of sexual minorities and policies of morality as a form of discourse practices and, consequently, the creation of texts. The paper begins with the view that the media practices of both papers, despite of their position on the "left" or "right" side of the political spectrum, affects on the placement of voters in referendum in the stereotypical framework. With this kind of media approach, the creation of a polarizing image of the conflicting population around the "for" or "against" option is potentially harmful. Consequently, Jutarnji and Večernji list potentially affect the attitudes and beliefs of their consumers, but also the expectations of a social situation that could be caused by a particular referendum result. In addition, the media often knowingly came out of the frame of objectivity, and while supporting a certain option they contributed to the homogenization of the sympathizers of "for" or "against" side. This work seeks to highlight the link between discursive and social practices. On example of the referendum on the constitutional definition of marriage, this work seeks to confirm the constructive effect of discourse on knowledge, belief, behavior and identity.