Narativ heroja u komunikaciji Volodymyra Zelenskog

master's thesis

• Title (english): Narrative of a Hero in Communication of Volodymyr Zelensky
• Author: Lucija Vulić
• Mentor: Marijana Grbeša-Zenzerović (mentor)
• Committee member: Marijana Grbeša-Zenzerović (predsjednik povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Committee member: Nensi Blažević (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Diplomski rad analizira konstrukciju narativa heroja u komunikaciji Volodimira Zelenskog, predsjednika Ukrajine, fokusirajući se na deset videozapisa koji obuhvaćaju predizbornu kampanju i razdoblje rata. Analiza pokazuje kako je Zelenski oblikovao svoj politički identitet i uspostavio povezanost s građanima putem narativa heroja. Rad se bavi i pojmovima populizma, celebrity populizma i herojstva te njihovom ulogom u komunikaciji ukrajinskog predsjednika. Kroz analizu narativa pokazano je kojim elementima se koristi Zelenski kako bi stvorio imidž sebe kao heroja i u koju svrhu. Rad analizira njegovu predizbornu kampanju gdje je on bio celebrity bez političkog iskustva te narativ heroja koji je pri tom konstruiran. Drugi dio rada se bavi konstrukcijom heroja za vrijeme rata u Ukrajini kada se situacija mijenja i herojstvo poprima druga značenja. U analizi su analizirani fabula, likovi, vrijeme i mizanscena te je napravljena dekonstrukcija svakog videa.

Abstract (english)

This master's thesis analyzes the construction of the hero narrative in the communication of Volodymyr Zelensky, the President of Ukraine, focusing on ten videos that encompass his pre-election campaign and the period of the war. The analysis demonstrates how Zelensky shaped his political identity and established a connection with the citizens through the hero narrative. The paper also addresses the concepts of populism, celebrity politics, and heroism, along with their roles in the communication of the Ukrainian President. Through the narrative analysis, it is shown which elements Zelensky employs to create the image of himself as a hero and for what purpose. The paper examines his pre-election campaign, during which he was a celebrity without political experience, and the hero narrative constructed during that time. The second part of the paper deals with the construction of heroism during the war in Ukraine, when the situation changes, and heroism takes on different meanings. The analysis includes the examination of plot, characters, time, and mise-en-scène, with deconstruction of each video.

• Keywords: Volodimir Zelenski; komunikacija; herojstvo; populizam; celebrity populizam
• Keywords (english): Volodymyr Zelensky; communication; heroism; populism; celebrity populism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:659754
• 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: 2023-10-11 12:47:51