Referendumska kampanja za neovisnost Škotske

master's thesis

• Title (english): Referendum campaign for Scottish independence
• Author: Amadea Kovač
• Mentor: Marijana Grbeša-Zenzerović (mentor)
• Committee member: Marijana Grbeša-Zenzerović (predsjednik povjerenstva)
• Committee member: Ivo Žanić (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2016-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj se rad bavi reguliranom 16-tjednom kampanjom koja je prethodila referendumu o nezavisnosti Škotske. Metodom studije slučaja istražuje se zašto su i kako pojedine strategije i tehnike političkog oglašavanja korištene od strane dviju glavnih referendumskih skupina Better Together i Yes Scotland, usredotočujući se pritom na besplatne referendumske emisije, odnosno spotove i govore koji su obilježili kampanju. Uvažavajući specifičan povijesni, politički i društveni kontekst u kojem se referendum odvio, analiza spomenutog materijala je pokazala karakter kampanje. Naime, Better Together, poznat i po derogativnom nadimku Project Fear, vodila je negativnu kampanju, pritom koristeći prvenstveno taktiku zastrašivanja biračkog tijela, uz isticanje ekonomskih rizika i opasnosti koje čekaju Škotsku ukoliko izglasa nezavisnost. S druge strane, konkurenti iz Yes Scotland su pozitivnim pristupom u spotovima i govorima nastojali inspirirati Škote, ali ih istodobno i diferencirati od ostatka Ujedinjenog Kraljevstva stvarajući identitet suprotan njihovom. Iako su Škoti 18. rujna 2014. izglasali ostanak u UK-u, rastuće nezadovoljstvo građana zbog prisilnog izlaska iz Europske Unije izglasanog na Brexitu, moglo bi rezultirati drugim referendumom o nezavisnosti.

Abstract (english)

This thesis deals with 16-week regulated campaign period for Scottish independence referendum. Using case study method in inquiry I answer to questions why and how certain strategies and techniques of political advertising were used by two lead campaigners Better Together and Yes Scotland, at the same time focusing on free referendum broadcasts and speeches that marked the campaign. Considering special historical, political and social context of referendum, the analysis of aforementioned material showed character of campaign. Hence, Better Together, known also as Project Fear, led negative campaign, while using primarily the tactic of scaremongering, and also stressing economic risks and dangers of independence. On the other side, competitors from Yes Scotland used positive approach in free referendum broadcasts and speeches to inspire Scots, and at the sime time differentiate them from the rest of the United Kingdom by creating identity opposed to theirs. Although Scots voted to remain in UK, growing dissatisfaction of citizens because it was forced out of EU against their will, we could see second independence referendum in the near future.

• Keywords: nezavisnost; Škotska; referendum; kampanja; Ujedinjeno Kraljevstvo; Better Together; Yes Scotland
• Keywords (english): independence; Scotland; referendum; campaign; United Kingdom; Better Together; Yes Scotland
• Language: croatian
• URN:NBN: urn:nbn:hr:114:686345
• 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: Closed access
• Created on: 2016-11-17 13:03:00