Title Strateško komuniciranje u izbornim kampanjama na relaciji politika - mediji - javnost
Title (english) Strategic communication in election campaigns in the relation politics – media - publics
Author Viktor Šarac
Mentor Dijana Vuković (mentor)
Committee member Neven Šipić (predsjednik povjerenstva)
Committee member Predrag Čudina (član povjerenstva)
Granter Zagreb School of Business Zagreb
Defense date and country 2021-09-09, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Svakodnevni život bio bi nezamisliv bez komunikacije. Pomoću nje prenosimo informacije, izražavamo stavove, misli, osjećaje i vjerovanja. Dijeli se na verbalnu i neverbalnu komunikaciju a u svojoj cjelini je neizostavan element i ključan faktor u socijalnom životu čovjeka. Pojavom novih medija, komunikacija kao pojam dobiva puno širi smisao nego je imala. Upotreba društvenih mreža posebno tome doprinosi te razvija i prenosi komunikaciju na nova područja svakodnevnih zbivanja. U politici je to još izraženije. Tema ovog rada bit će uloga strateškog komuniciranja u izbornim kampanjama na relaciji politika, mediji i javnost. Svi navedeni elementi su u međusobno zavisnom položaju i u određenoj mjeri ovise jedna o drugoj. U aktere izbornih kampanja ubrajamo političke organizacije (političke stranke, javne organizacije, vlade i dr.), građane i medije. Intencija politički orijentirane osobe je plasirati svoje vrijednosne stavove, poruke, misli, emocije i u konačnici program svog političkog djelovanja na što jasniji i konkretniji način do konačnih recipijenata putem medija. Kako bi odaslana poruka postigla svoj cilj, ona mora biti jasna adresatu poruke, mora ga zaintrigirati i izazvati emociju. Bez komunikacijskog menadžmenta u izbornim kampanjama to ne bi bilo moguće. Izborne kampanje su u velikoj mjeri dijaloški orijentirane te se svode na kontinuirana nastojanja političkih kandidata da dopru do biračkog tijela kako bi realizirali planirane izborne ciljeve. Medijske organizacije su neizostavan akter u izbornim kampanjama. One prenose i (re)produciraju sadržaj prema građanima odaslan od strane političkih kandidata a isto tako služe kao povratna sprega u tom lancu međuovisnosti. Odnosi ovih tri aktera izbornih kampanja su vrlo složeni i kompleksni te je potrebna komunikacijska strategija kako bi se operacionalizirali svi preduvjeti koji vode ka realizaciji postavljenih ciljeva.
Abstract (english) Everyday life would be unimaginable without communication. We use it to share information, express attitudes, thoughts, feelings and beliefs. It is divided into verbal and non-verbal communication and in its entirety is an indispensable element and a key factor in the social life of people. Development of new media, communication as a concept takes on a much broader meaning than it had. The use of social networks especially contributes to this and develops and transfers communication to new areas of everyday events. This is even more pronounced in politics. The topic of this paper will be the role of strategic communication in election campaigns between politics, media and the public. All these elements are in an interdependent position to each other. The actors of election campaigns include political organizations (political parties, public organizations, governments, etc.), citizens and the media. The intention of a politically oriented person is to place their value attitudes, messages, thoughts, emotions and ultimately the program of their political action in the purest and most concrete way possible to the final recipients through the media. In order for the sent message to achieve its goal, it must be clear to the addressee of the message, it must intrigue him and provoke emotion. Without communication, management in election campaigns would not have been possible. Election campaigns are largely dialogue-oriented and boil down to the ongoing efforts of political candidates to reach out to the electorate in order to achieve their planned election goals. Media organizations are an indispensable actor in election campaigns. They transmit and (re) produce content to citizens sent by political candidates and also serve as feedback in that chain of interdependence. The relations between these three actors in the election campaigns are very complex and a communication strategy is needed in order to operationalize all the preconditions that lead to the realization of the set goals.
Keywords
komunikacija
strateško komuniciranje
izborna kampanja
političke organizacije
mediji
javnost
Keywords (english)
communication
strategic communication
election campaign
political organizations
media
public
Language croatian
URN:NBN urn:nbn:hr:180:986717
Study programme Title: Marketing and communication management Study programme type: professional Study level: specialist graduate Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2022-11-17 08:45:03