Komunikacijska strategija Ivice Todorića na digitalnim platformama: analiza diskursa Todorićeva bloga i YouTube kanala

master's thesis

• Title (english): Communication Strategy of Ivica Todorić on Digital Platforms: Discourse Analiysis of Todorić's Blog and YouTube Channel
• Author: Bruno Brković
• Mentor: Marijana Grbeša-Zenzerović (mentor)
• Committee member: Marijana Grbeša-Zenzerović (predsjednik povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Committee member: Gordana Vilović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Media and Communication); Zagreb
• Defense date and country: 2019-06-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U ovom radu postavljeno je istraživačko pitanje o načinu kriznog komuniciranja i specifične komunikacijske strategije koju je Ivica Todorić koristio na digitalnim platformama. Fokus istraživačkog pitanja je na riječima, temama i akterima koje je Ivica Todorić počeo koristiti u svojim istupima u javnosti kroz tri različita perioda. Prvi period nakon izglasavanja i stupanja na snagu Zakona o postupku izvanredne uprave u trgovačkim društvima od sistemskog značaja za Republiku Hrvatsku, kolokvijalno poznatog kao Lex Agrokor, potom drugi period tijekom boravka u Londonu, te objave na njegovu blogu i YouTube kanalu nakon povratka u Hrvatsku. Analizom diskursa bloga i YouTube kanala Ivice Todorića utvrđeno je da su glavni akteri koji prevladavaju u svim njegovim objavama Andrej Plenković, Martina Dalić i Ante Ramljak. Riječi koje kroz pisanje i govor najčešće koristi su: laž, istina, šteta, zločin, otimanje, nacionalizacija, kriminalna organizacija, mašinerija i ortaci. Teme kojima se bavi su: privatni interesi, nacionalizacija privatnog vlasništva, protuustavno djelovanje institucija i lažne vijesti. Analizom i interpretacijom zaključeno je da je u početku imao strategiju suzdržanog stava prema temama i akterima bez emotivne involviranosti, a identitet odgovornosti koji prekriva u tekstu postupno sve više artikulira. U drugom i trećem analiziranom periodu iz strategije koja uključuje jednosmjernu prirodu komunikacije prelazi u strategiju dvosmjerne prirode komunikacije putem obje platforme i ostvaruje odnos sa svojim čitateljima i gledateljima koje ne uvjerava samo u ispravnost vlastitih postupaka, već poziva na razumijevanje. Kroz blog i YouTube kanal prikazan je kroz diskurs žrtve vladajuće elite, te tako strateški postaje simbol borbe za pravdu i istinu.

Abstract (english)

In this paper, a research question was asked about the way of crisis communication and the specific communication strategy used by Ivica Todorić on digital platforms. The focus of the research question is on the words, topics and actors that Ivica Todorić began to use in his public appearances through three different time periods. The first period in which the Law on the procedures of special administration establishment in companies of systematic importance for the Republic of Croatia, colloquially known as Lex Agrokor, was written, approved and empowered, second period during his stay in London and third period through posts on his blog and YouTube channel after returning to Croatia. By analyzing discourse of blog and YouTube channel of Ivica Todorić it was established that the main actors prevailing in all of his publications are Andrej Plenković, Martina Dalić and Ante Ramljak. Words that are most commonly used in writing and speaking are: lie, truth, harm, crime, abduction, nationalization, criminal organization, machinery and partners. The topics that are being addressed are: private interests, nationalization of private property, unconstitutional functioning of institutions, and false news. By analyzing and interpreting, it was concluded that he initially had a strategy of restrained attitude towards subjects and actors without being emotional involved , and the indetibility of responsibility covered by the text gradually became more and more articulated. In the second and third analyzed period, the strategy that involves the one-way nature of communication goes beyond the two-way communication strategy across both platforms. Ivica Todorić is starting a relationship with his readers and viewers. He does not assure the correctness of its own procedures but calls for understanding too. Through the blog and YouTube channel Ivica Todorić was presented through the discourse of the ruling elite victim. Strategically, he becomes a symbol of the struggle for justice and truth.

• Keywords: Agrokor; Ivica Todorić; Analiza Diskursa; YouTube; Blog
• Keywords (english): Agrokor; Ivica Todorić; Discourse Analysis; YouTube; Blog
• Language: croatian
• URN:NBN: urn:nbn:hr:114:125533
• 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: 2019-11-11 11:23:32