Percepcija utjecaja društvenih mreža na imidž političara i političkih stranaka u Hrvatskoj

master's thesis

• Title (english): Perception of influence of communication on social networks on the image of politicians and political parties in Croatia
• Author: Iva Šoljić Kalinić
• Mentor: Danijel Labaš (mentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Danijel Labaš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Društvene mreže su od svog osnutka postale dominantan komunikacijski kanal u svim sferama
privatnog i javnog života. Osim što za svrhu imaju međusobno povezivanje i komunikaciju ljudi,
one su uvelike postale i poslovne platforme te platforme javnog života, a posebno je značajna
njihova pojavnost u političkoj sferi. U Hrvatskoj brojni političari i političke stranke koriste
društvene mreže da bi s javnosti podijelili svoje stavove i aktivnosti te na taj način kreirali
pozitivan imidž te pridobili birače. Postavlja se pitanje kakva je percepcija hrvatskih građana o
tome te što misle o kreiranju imidža političara na društvenim mrežama. U tu svrhu za ovaj je rad
provedeno empirijsko istraživanje o percepciji utjecaja društvenih mreža na politički imidž u
Republici Hrvatskoj. U istraživanju, koje je provedeno od ožujka do lipnja 2023. godine,
sudjelovalo je 200 ispitanika. Nalazi istraživanja pokazali su da hrvatski građani imaju uglavnom
neutralan ili negativan stav prema političarima i političkim strankama na društvenim mrežama.
Iako su se izjasnili da je moguće steći stav o političarima putem društvenih mreža, one nisu
presudan čimbenik u kreiranju imidža, već sveukupne aktivnosti političara koje su vidljive u
svakodnevnom angažmanu i ostvarenju političkih ciljeva. Hrvatski građani su istaknuli da bi
političari i političke stranke na društvenim mrežama trebale komunicirati dvosmjerno i to na
otvoren, iskren i koncizan način, što većina građana smatra da trenutno ne rade. Osim toga,
nekoliko građana koji su sudjelovali u istraživanju smatra i da političarima nije mjesto na
društvenim mrežama.

Abstract (english)

Since its inception, social networks have become a dominant channel of communication in all
spheres of private and public life. In addition to their purpose of connecting and communicating
with each other, they are large postal and business platforms as well as platforms of public life,
and their appearance in the political sphere is especially significant. In Croatia, numerous
politicians and political parties use social networks to share their views and activities with the
public, thus creating a positive image and winning over voters. The question arises, what is the
perception of Croatian citizens about what they think about the creation of the image of politicians
on social networks. For this purpose, empirical research was conducted on the perception of the
influence of social networks on the political image in the Republic of Croatia. 200 respondents
participated in the research, which was conducted from March to June 2023. Research findings
show that Croatian citizens have a mostly neutral or negative attitude towards politicians and
political parties on social networks. Although they stated that it is possible to gain an opinion about
politicians through social networks, they are not a decisive factor in creating an image, but the
overall activities of politicians that are visible in their daily engagement and the achievement of
political goals. Croatian citizens pointed out that politicians and political parties should
communicate on social networks in a two-way manner, in an open, honest and concise manner,
which most citizens believe they are not currently doing. In addition, a few citizens who
participated in the research believe that politicians have no place on social networks.

• Keywords: politički marketing; politička komunikacija; instrumenti političke komunikacije; politički imidž; društvene mreže
• Keywords (english): political marketing; political communication; instruments of political communication; political image; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:111:336771
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-25 10:12:37