Analiza sadržaja predizborne kampanje za lokalne izbore u Zagrebu 2021. godine

master's thesis

• Title (english): Content analysis of the election campaign for the local elections in Zagreb in 2021
• Author: Tea Markovinović
• Mentor: Ivan Burić (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Tamara Kunić (član povjerenstva)
• Committee member: Ivan Burić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2021-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Rad se bavi lokalnim izborima u Zagrebu 2021. godine. Metodom analize sadržaja analiziran je
način na koji su, za vrijeme izborne kampanje, na četiri portala (Večernji.hr, Jutarnji.hr, Tportal,
Dnevnik.hr) predstavljena četvorica kandidata kojima su predizborne ankete davale najveće
izglede za ulazak u drugi krug lokalnih izbora. Ti su kandidati Tomislav Tomašević, Miroslav
Škoro, Davor Filipović i Joško Klisović. Kako bi se utvrdila medijska zastupljenost kandidata,
kako su predstavljeni njihovi izborni programi te koliko je korištena negativna kampanja,
postavljene su tri hipoteze od kojih je jedna potvrđena, jedna odbačena, a jedna djelomično
potvrđena. Cilj rada bio je predstaviti rezultate provedenoga istraživanja i na kraju iznijeti
zaključak o odabiru biračkoga tijela na lokalnim izborima 2021. Osim toga, rad ukratko obrađuje
politiku i napredak Grada Zagreba od proglašenja samostalnosti Republike Hrvatske do danas i
daje se kraći uvid u teoriju političkoga marketinga.

Abstract (english)

This thesis covers the 2021 Zagreb mayoral elections. The method of content analysis was used to
analyse the way in which, during the election campaign, Večernji.hr, Jutarnji.hr, Tportal and
Dnevnik.hr presented four candidates who were considered the most likely to enter the second
ballot of the local elections. Those candidates were Tomislav Tomašević, Miroslav Škoro, Davor
Filipović and Joško Klisović. In order to determine how the media represented them, how their
electoral programs were presented, and how much negative campaigning was used, three
hypotheses were set. One of which was confirmed, one rejected, and one partially confirmed. The
objective of this thesis is to report the findings of the research and draw a conclusion about the
choices made by the voters at the 2021 mayoral elections. This thesis also briefly discusses the
politics and progress of the City of Zagreb since the beginning of the Republic of Croatia’s
independence until today, and offers a brief overview of the political marketing theory.

• Keywords: lokalni izbori; analiza sadržaja; Zagreb; gradonačelnik
• Keywords (english): content analysis; local elections; Zagreb; mayor
• Language: croatian
• URN:NBN: urn:nbn:hr:111:256311
• 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: 2021-11-11 09:32:05