Title Krizna komunikacija Vlade Republike Hrvatske vezane uz aferu Agrokor - studija slučaja (travanj 2017.-srpanj 2018.) Title (english) Republic of Croatia Government's crisis communication related to the Agrokor affair - case study Author Culifaj Anita Mentor Dražen Lalić (mentor)Committee member Božo Skoko (predsjednik povjerenstva)Committee member Drago Čengić (član povjerenstva)Committee member Dražen Lalić (član povjerenstva)Granter University of Zagreb Defense date and country 2023-12-07, Croatia Scientific / art field, SOCIAL SCIENCES Universal decimal classificationUDC ) 32 - Politics Abstract Tema ovog rada je komunikacija Vlade Republike Hrvatske u situaciji krize vezane uz aferu u koncernu Agrokor. Riječ je studiji slučaja koja analizira kako su o procesu restrukturiranja koncerna komunicirali članovi Vlade RH, u razdoblju od trenutka preuzimanja odgovornosti za tu krizu i donošenja posebnog zakona lex Agrokor u travnju 2017., do konačne nagodbe u srpnju 2018. godine. Usporedno s rješavanjem krize vezane uz koncern Agrokor, Vlada se tijekom cijelog razdoblja restrukturiranja morala nositi s aferama u koje su bili uključeni vodeći ljudi iz njezinih redova, zaduženi za rješavanje te krize. Stoga je krizna komunikacija Vlade bila usmjerena na poteškoće restrukturiranja kompanije, ali i na istupe u javnosti koji su se ticali afera i sukoba interesa.
Prema modelu kriznog teoretičara Stevena Finka, slučaj je podijeljen na četiri faze komuniciranja kroz koje se prate početne poruke članova Vlade vezane uz proces restrukturiranja i spašavanja koncerna Agrokor, kao i promjene u komunikacijskim ciljevima nakon izbijanja raznih afera tijekom sve četiri faze komuniciranja. Ova studija slučaja nastoji doći do dubljih spoznaja o sadržaju i načinu vođenja krizne komunikacije Vlade na koju su veliki utjecaj imala određena obilježja političkog, ekonomskog i društvenog konteksta. Cilj rada je, u okviru studije slučaja i uz pomoć kvalitativne i kvantitativne analize sadržaja medija te intervjua, pokazati da je komunikacija Vlade o toj aferi i tijekom nje bila uspješna, unatoč tome što je bila obilježena nizom poteškoća i prijepora. Rad se vodi pretpostavkom da je ta komunikacija bila svrhovita, odnosno da je postigla ciljeve postavljene na početku tog procesa. No analizom tog slučaja trebali bi se ustanoviti i viši politički ciljevi Vlade premijera Andreja Plenkovića koji su se nalazili u pozadini ciljeva koji su tijekom krizne komunikacije bili prenošeni javnosti. Stoga je političko djelovanje Vlade u ovom slučaju od iznimne važnosti prilikom analize i tumačenja uspješnosti krizne komunikacije svih dionika u tom procesu. Iako je u fokusu istraživanja krizno komuniciranje izvršne vlasti, ono je u ovom slučaju pod velikim utjecajem politike.
S obzirom na to da u hrvatskoj znanstvenoj zajednici nema mnogo radova koji ispituju i analiziraju krizne načine komunikacije u političkoj areni, radom se pokušava dati doprinos tom području znanosti. Ova studija slučaja proučava način na koji tijela javne
vlasti kreiraju i vode kriznu komunikaciju, na primjeru afere Agrokor koja predstavlja specifičan slučaj u hrvatskoj povijesti radi kojeg je Vlada donijela poseban zakon i krizu nastojala riješiti u okviru politike.
Abstract (english) The topic of this paper is government communication in a crisis situation related to the affair in the Agrokor concern. This is a case study that analyzes how the members of the Government of the Republic of Croatia communicated about the process of restructuring the concern, from the moment of assuming responsibility for this crisis by adopting the special law Lex Agrokor in April 2017 until the final settlement in July 2018. In parallel with the resolution of the crisis related to the Agrokor concern, the Government throughout the restructuring period had to deal with affairs involving some leading people from its ranks who were in charge of resolving this crisis. Therefore, the government's crisis communication was focused on the difficulties of restructuring the company, but also on how to publicly communicate affairs and conflicts of interest.
The case is divided according to the model of crisis theorist Steven Fink into four phases of communication, through which the initial messages of members of the Government regarding the process of restructuring and rescuing the Agrokor concern are monitored, as well as changes in communication goals due to the outbreak of various affairs that occurred through all four phases of communication. This case study seeks to gain deeper insights into the content and manner of conducting the Government's crisis communication, which was greatly influenced by some features of the political, economic and social context. The aim of the paper is to show, within the framework of a case study with the help of qualitative and quantitative analysis of media content and interviews, that the government's communication related to the affair was successful, despite the fact that it was marked by a series of difficulties and controversies. The work is guided by the assumptions that government communication was purposeful, that is, that it achieved the goals set at the beginning of this process. However, the analysis of this case should also establish the higher political goals of Prime Minister Andrej Plenković's government, which were behind the communicated goals related to this crisis. Therefore, the Government's political activity related to this case is of exceptional importance when establishing the effectiveness of their crisis communication. Although the crisis communication of the executive power is studied, in this case it is heavily influenced by politics.
Considering that in the Croatian scientific community there is a lack of research on governmental crisis communications, this paper attempts to contribute to this field of science by researching how public authorities create and manage their crisis communications. This case study examines the Government's communication related to Agrokor – a specific case in Croatian history for which the Government passed a special law and tried to solve this crisis within the framework of politics.
Keywords
afera Agrokor
politička kriza
komunikacija Vlade RH
krizna komunikacija
krizni odnosi s javnošću
politička komunikacija
studija slučaja
Keywords (english)
Agrokor affair
political crisis
government communication
crisis communication
public relations crisis
political communication
case study
Language croatian URN:NBN urn:nbn:hr:114:877584 Promotion 2023 Study programme Title: Political Science - doctoral study programme Type of resource Text Extent 247 str. ; 30 cm File origin Born digital Access conditions Open access Terms of use Created on 2023-12-21 13:07:24
