master's thesis
The 2015 Parliamentary Election Campaign in Local Media in the Case of HRT (Croatian Radio Television) Radio Zadar

Božidar Kolega (2017)
University of Zadar
Department of Tourism and Communication Sciences
Metadata
TitleParlamentarna izborna kampanja u lokalnim medijima 2015. na primjeru HRT Radio Zadra
AuthorBožidar Kolega
Mentor(s)Vesna Kalajžić (thesis advisor)
Abstract
U ovom radu predstavljeni su rezultati istraživanja izborne kampanje za parlamentarne izbore 2015. godine u informativnom programu Radio Zadra te političkog oglašavanja u propagandnom programu istog medija. Analiza rezultata pokazala je da je izborna kampanja praćena prema načelima pravičnosti, odnosno refleksivne raznolikosti, pri čemu su veći udio medijskog prostora dobili HDZ i SDP sukladno njihovom većem udjelu u političkom životu zemlje. Tijekom izborne kampanje naglasak je bio na nacionalnim temama, dok su lokalne teme i problemi bili iznimka. Istraživanjem je utvrđena i personalizacija kampanje, odnosno najveći dio medijskog prostora uzeli su lideri dvije vodeće stranke čija je komunikacija bila najvećim dijelom negativna. „Hrvatska“, „mi“ i „oni“ bili su među najkorištenijim riječima u izbornoj komunikaciji kandidata. Najveći broj političkih oglasa imala je Hrvatska demokratska zajednica. Oglasi HDZ-a i MOST-a bili su univerzalni, primjenjivi u bilo kojoj drugoj izbornoj jedinici, dok je SDP-ov oglas bio ciljan za 9. izbornu jedinicu. Ostale stranke i koalicije nisu se oglašavale. Analizom je utvrđena i mogućnost promjene u budućnosti u izbornim kampanjama zbog preferencijalnog glasovanja, te uloge radija zbog novih tehnologija i promjene u načinu komunikacije stranaka s medijima koja ona donosi.
Keywords2015 Parliamentary Elections election campaign political advertising public media Radio Zadar
Parallel title (English)The 2015 Parliamentary Election Campaign in Local Media in the Case of HRT (Croatian Radio Television) Radio Zadar
Committee MembersVlado Sušac (committee chairperson)
Goran Pavelin (committee member)
Vesna Kalajžić (committee member)
GranterUniversity of Zadar
Lower level organizational unitsDepartment of Tourism and Communication Sciences
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Information and Communication Sciences
Mass Media
Study programme typeuniversity
Study levelgraduate
Study programmeJournalism and Public Relations
Academic title abbreviationmag. nov. et rel. publ.
Genremaster's thesis
Language Croatian
Defense date2017-04-11
Parallel abstract (English)
This paper presents the results of the 2015 campaign for the parliamentary elections in the news program of Radio Zadar as well as political advertising in the propaganda program of the same media. Analysis of the results showed that the election campaign was followed by principles of fairness, respectively reflective of diversity, with greater share of airtime given to HDZ (Croatian Democratic Union) and SDP (Social Democratic Party) in accordance with their larger shares in the political life of the country. During the election campaign, there was an emphasis on national issues, while local issues and problems were an exception. The research also identified personalization with the campaign, that is, most of the media coverage was on the leaders of the two leading parties, whose communication was mostly negative. „Croatia“, „we“ and „they“ were among the most used words in the election communication of the candidates. The Croatian Democratic Union had the largest number of political ads. The advertisements of HDZ and MOST (Bridge of Independent Lists) were universal, applicable to any constituency, while the ads of SDP targeted the 9th voting district. The other parties and coalitions were not advertised. The analysis also established the possibility of changes in election campaigns in the future due to preferential voting, and the role of the radio due to new technologies and changes in the mode of communication of the parties to the media that delivers it.
Parallel keywords (Croatian)parlamentarni izbori 2015 izborna kampanja političko oglašavanje javni mediji Radio Zadar
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:455682
CommitterGorica Lovrić