Konferencije za medije kao alat krizne komunikacije: Slučaj pandemije Covida-19

master's thesis

• Title (english): Press Conferences as a Tool of Crisis Communication: The Case of the Covid-19 Pandemic
• Author: Marija Vranić
• Mentor: Marijana Grbeša-Zenzerović (mentor)
• Committee member: Marijana Grbeša-Zenzerović (predsjednik povjerenstva)
• Committee member: Zlatan Krajina (član povjerenstva)
• Committee member: Dina Vozab (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Cilj ovoga rada je, prije svega, istražiti na koji način su glavni akteri, članovi nacionalnog Stožera civilne zaštite Republike Hrvatske, tijekom početka pandemije koronavirusa u RH od veljače do svibnja 2020. godine, koristili konferencije za medije kao primarni alat krizne komunikacije te na koji su način koristili određene tehnike i strategije komunikacije koje su u praksi bile uobičajene za novonastalu pandemiju, a koje su predstavljene u ranijim istraživanjima vezanima za ovu tematiku. Korištena je metoda studije slučaja u sklopu koje je provedena kvalitativna analiza sadržaja 12 konferencija za medije, ciljano odabranih za svrhe ovoga rada i kontekstualizaciju događanja u javnom medijskom prostoru Republike Hrvatske za vrijeme samih početaka pandemija koronavirusa. Identificirano je pet tehnika propagande u komunikaciji Stožera civilne zaštite koje su korištene u konferencijama za medije: (1) strah, (2) band-wagon, (3) appeal to authority, (4) imenovanje subjekta i posljednja (5) žrtveni jarac (tzv. scapegoat). Rezultati istraživanja su pokazali da je Stožer pažljivo odabranim komunikacijskim alatom, konferencijama za medije, te korištenjem tehnika propagande u kriznoj komunikaciji nastojao upravljati kriznom situacijom i ostvariti glavni cilj – promjenu ponašanja javnosti koja se trebala prilagoditi novonastaloj situaciji, odnosno uvjeriti javnost u ispravnost donošenja njihovih odluka vezano uz mjere opreza i stroge restrikcije.

Abstract (english)

First of all, the aim of this thesis is to analyze how the main actors, members of the National Civil Protection Headquarters of the Republic of Croatia, used press conferences as the primary crisis communication tool at the very beginning of the coronavirus pandemic in Croatia, from February to May of 2020 and how they used certain communication techniques and strategies that were common practice in the times of the unexpected pandemic, which were presented in previous research related to this topic. A case study method was used which included a qualitative analysis of the content of 12 press conferences, purposefully selected for the purposes of this paper and the contextualization of events in the public media sphere in Croatia during the very beginnings of coronavirus pandemic. Five techniques of propaganda in the communication of the Civil Protection Headquarters that were used in press conferences were identified: (1) fear, (2) band-wagon, (3) appeal to authority, (4) name calling and (5) scapegoat. The results show that the Headquarters, with carefully selected communication tools, press conferences, and the use of various propaganda techniques, tried to manage the crisis situation and achieve their main goal – a change in the behavior of the public that should have adapted to the new situation, ie to convince the public of the correctness of their decisions regarding precautionary measures and strict restrictions.

• Keywords: pandemija; koronavirus; Stožer; konferencije za medije; krizna komunikacija; tehnike propagande
• Keywords (english): pandemic; coronavirus; Headquarters; press conferences; crisis communication; propaganda techniques
• Language: croatian
• URN:NBN: urn:nbn:hr:114:080612
• 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: 2022-02-09 14:38:49