Politička retorika Marina Miletića na društvenim mrežama

master's thesis

• Title (english): Marin Miletic's political rhetoric on social networks
• Author: Anđela Zlopaša
• Mentor: Boris Beck (mentor)
• Committee member: Boris Beck (predsjednik povjerenstva)
• Committee member: Nikolina Borčić (član povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-07-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

U radu koji slijedi, analizira se evolucija političke komunikacije, naglašavajući njezinu transformaciju kroz povijest te ulogu društvenih mreža u suvremenom političkom kontekstu. Posebno se istražuje političko osobno brendiranje na primjeru saborskog zastupnika Marina Miletića iz stranke Mosta putem društvene mreže Instagram. Politika i politička komunikacija su fenomeni koji su se mijenjali kroz povijest, od antičke Grčke do današnjeg doba. Njihov međuodnos od početaka, kada se pridavala važnost načinu izgovorenog sadržaja i samom sadržaju, promijenio se s pojavom novih medija. Društvene mreže su donijele novu dimenziju političkoj komunikaciji omogućavajući dvosmjernu interakciju između političara i građana. Analizirajući političko brendiranje putem društvenih mreža, posebno Instagrama, u radu je uzet primjer saborskog zastupnika Marina Miletića iz stranke Mosta. Kroz empirijsko istraživanje, analizirane su ključne strategije i elementi političkog brenda te kako je uspjela održati dosljednost u brendiranju tijekom političkih razdoblja konkretno od srpnja 2020 godine sve do ožujka 2024. godine. Društvene mreže, poput Instagrama, postale su ključni alat za političku komunikaciju, omogućujući političarima da direktno komuniciraju s biračima. Rad se također bavi i analizom aspektima političkog brendiranja u suvremenom političkom kontekstu s naglaskom na političku učinkovitost putem društvenih mreža te izazove s kojima se suočavaju osobe u politici. Strategije uspješnog brendiranja na društvenim mrežama, kao što je Instagram, postaju sve važnije za postizanje političkih ciljeva i približavanje biračima. Kroz analizu političkog osobnog brendiranja na primjeru Instagram profila Marina Miletića, ovaj rad pruža uvid u kompleksnost suvremene političke komunikacije i izazove s kojima se političari suočavaju u digitalnom dobu.

Abstract (english)

In the following study, the evolution of political communication is analyzed, emphasizing its transformation throughout history and the role of social media in the contemporary political context. Political personal branding is particularly explored using the example of Marin Miletić, a member of the Croatian Parliament from the political party Most, through the social media platform Instagram. Politics and political communication are phenomena that have changed over history, from ancient Greece to the present day. Their interrelationship, from the beginnings where importance was placed on the manner of delivery and the content itself, has shifted with the emergence of new media. Social media has brought a new dimension to political communication, enabling two-way interaction between politicians and citizens. By analyzing political branding through social media, particularly Instagram, this study takes the example of Marin Miletić, a member of the Croatian Parliament from the Most party. Through empirical research, key strategies and elements of political branding are analyzed, as well as how consistency in branding was maintained during political periods, specifically from July 2020 to March 2024. Social media platforms, such as Instagram, have become a crucial tool for political communication, allowing politicians to communicate directly with voters. The study also addresses aspects of political branding in the contemporary political context, with a focus on political effectiveness via social media and the challenges faced by individuals in politics. Successful branding strategies on social media platforms like Instagram are increasingly important for achieving political goals and engaging with voters. Through the analysis of political personal branding using the example of Marin Miletić's Instagram profile, this study provides insight into the complexity of contemporary political communication and the challenges politicians face in the digital age.

• Keywords: društvene mreže; Instagram; politička komunikacija; Miletić Marin; politička retorika; osobno brendiranje
• Keywords (english): social media; Instagram; political communication; Miletić Marin; political rhetoric; personal branding
• Language: croatian
• URN:NBN: urn:nbn:hr:114:609922
• 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: 2024-07-24 06:25:22