Strategije osobnog brendiranja gradonačelnice Sarajeva Benjamine Karić na Instagramu

master's thesis

• Title (english): Strategies of the mayor of Sarajevo Benjamina Karić's personal branding on Instagram
• Author: Lucija Barišić
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Committee member: Kristian Došen (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Rad proučava strategije brendiranja gradonačelnice Sarajeva Benjamine Karić na društvenoj mreži Instagram. Metodom analize sadržaja analizirano je 300 objava na osobnom profilu Benjamine Karić na Instagramu, a istraživanjem su se nastojale utvrditi specifične strategije koje spomenuti politički akter koristi u izgradnji svog osobnog političkog brenda. Dakle, nastojalo se utvrditi na koji način Benjamina Karić komunicira sa svojim pratiteljima, koliko često u objavama spominje i prikazuje svoj privatni život, u kojoj su mjeri objave Benjamine Karić povezane sa strankom čija je članica, odnosno Socijaldemokratskom partijom Bosne i Hercegovine (SDP BiH), koje su teme objava te, na kraju, u kojoj mjeri su prisutni elementi politike slavnih. Rezultati istraživanja pokazuju kako Benjamina Karić u svojoj komunikaciji s pratiteljima koristi formalni jezik te svoj brend ne gradi na temelju povezanosti sa strankom SDP BiH. Nadalje, istraživanjem je pokazan izostanak popularizacije i privatizacije, dva elementa značajna za politiku slavnih. Dakle, Benjamina Karić nije dio politike slavnih te ne koristi svoj privatni život kako bi izgradila svoj osobni brend. Jedan od važnih uvida ovog istraživanja je da je Benjamina Karić često koristila susrete i suradnju s inozemnim, najčešće europskim političarima, stoga se može zaključiti da se nastojala afirmirati kao proeuropska političarka. To je ujedno bila i najčešća tema objava. Ipak, strategije brendiranja Benjamine Karić primarno se temelje na informiranju javnosti o provedenim politikama i političkom djelovanju, kao i njihovoj najavi. Ovaj rad predstavlja doprinos literaturi koja se bavi osobnim brendiranjem u politici, ali i istraživanjima političke komunikacije putem društvenih mreža od strane bosanskohercegovačkih političara.

Abstract (english)

This paper studies the branding strategies of the mayor of Sarajevo, Benjamina Karić, on the Instagram social network. Using the method of content analysis, 300 posts on Benjamina Karić's personal profile on Instagram were analyzed, and the research sought to determine the specific strategies that the aforementioned political actor uses in building his personal political brand. Therefore, an effort was made to determine in which way Benjamina Karić communicates with her followers, how often she mentions and shows her private life in her posts, to what extent Benjamina Karić's posts are related to the party of which she is a member, that is, the Social Democratic Party of Bosnia and Herzegovina (SDP BiH), what are the topics of the posts and, finally, to what extent are elements of celebrity politics present. The research results show that Benjamina Karić uses formal language in her communication with her followers and does not build her brand on the basis of her association with the SDP BiH party. Furthermore, the research showed the absence of popularization and privatization, two elements significant for celebrity politics. Therefore, Benjamina Karić is not part of celebrity politics and does not use her private life to build her personal brand. One of the important insights in this research is that Benjamina Karić often used meetings and cooperation with foreign, mostly European politicians, so it can be concluded that she tried to assert herself as a pro-European politician. It was also the most frequent topic of posts. Nevertheless, Benjamin Karić's branding strategies are primarily based on informing the public about implemented policies and political action, as well as their announcement. This paper represents a contribution to the literature that deals with personal branding in politics, but also to research on political communications through social networks by Bosnian politicians.

• Keywords: brendiranje; osobno brendiranje; politička komunikacija; Benjamina Karić; društvene mreže
• Keywords (english): branding; personal branding; political communication; Benjamina Karić; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:114:967890
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-14 07:00:59