Identifikacija tehnika spina u hrvatskoj političkoj komunikaciji

master's thesis

• Title (english): The Identification of Spin Techniques in Croatian Political Communication
• Author: Karla Takač
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Viktorija Car (član povjerenstva)
• Committee member: Dina Vozab (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Tehnike spina koriste se svakodnevno. One se vide u izjavama za medije političara, što se sve više populariziralo, dok se smanjila učinkovitost konferencija za novinare, iako su i one vrlo učinkovite, no za to je potrebno organizirati ih na određeni način. Čak i u samim izjavama političara mogu se uočiti određene tehnike spina poput izbjegavanja odgovora na pitanja koja bi mogle narušiti reputaciju političara, ponavljanjem iste poruke u svim javnim nastupima, skretanjem pozornosti na negativni događaj po političkog suparnika. Najučinkovitijim se pokazalo pravovremeno plasiranje određenih informacija u javnost. Istraživanje u kojem se provodila kvalitativna metoda intervjua pokazalo je kako je nemoguće prikriti neki događaj velikog značenja poput slučaja Agrokor, no događaji poput promjena zakonskih odredbi se mogu. U istraživanju su sudjelovala petorica komunikacijskih stručnjaka s iskustvom u političkoj komunikaciji. Istraživanjem se pokazalo kada je najbolje plasirati spin u medije, koje tehnike koristiti u kojoj situaciji, na koji način mediji pridonose reputaciji političara te kako spasiti reputaciju koristeći spin.

Abstract (english)

Political spin and its techniques are seen in everyday life. It is possible to see its effects in political statements. They are more and more popular, but at the same time, press conferences are not as popular as they were ten years ago. They are effective, but it is important to organize them in a particular way. It is possible to see spin techniques in the statements. Those can be avoiding an answer to the possible damaging question, staying on the message is another technique seen in Croatian political communication, as well as bringing the attention to an event that is damaging for political opponent's reputation. The most effective technique is giving a piece of specific information to the media at a specific time. Research in which qualitative method was used has shown that it is impossible to spin an event of great importance, such as the case Agrokor, but it is possible to spin an event such as new laws. Five interviews were held, and the participants were experts in political communication. The research has shown when is the best time to spin an event and when to give specific information to the media, which techniques are the best to use in a specific situation, how the media can affect the political reputation and how to save a damaged reputation by using political spin.

• Keywords: spin; politička reputacija; mediji; pristranost; političke kampanje
• Keywords (english): spin; political reputation; the media; political bias; political campaigns
• Language: croatian
• URN:NBN: urn:nbn:hr:114:385304
• 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: 2022-02-09 14:14:05