Original scientific paper
https://doi.org/10.5559/di.21.2.12
"Americanization" Without Trivialization: Analysis of Newspaper Reporting about Vesna Pusić's 2009 Presidential Campaign
Katarina BREČIĆ
; RTL Croatia, Zagreb
Lana MILANOVIĆ
; Lana MILANOVIĆ Association for Promotion of Human Rights and Media Freedoms – Cenzura Plus, Split
Maja ŠIMUNJAK
; University of East Anglia, Norwich
Abstract
The election campaigns in democracies around the world
are becoming more alike, and modern trends accompanying
them are called "Americanization" trends. The main goals of
this research were to detect "Americanization" trends in
Croatia and to see whether those trends can be adopted
without trivialization of political discourse. The research was
conducted through content analysis of the reports on Vesna
Pusić's 2009 election campaign published in the national
daily newspapers. The analysis showed the existence of many
"Americanization" trends in both media reporting and Pusić's
statements. However, since the main focus of her statements
remained on the current socio-political issues, the conclusion
is that the candidate’s political communication can be
"Americanized", but at the same time retaining its substance,
hence, not trivialized.
Keywords
presidential elections; Vesna Pusić; "Americanization"; content analysis
Hrčak ID:
84547
URI
Publication date:
1.4.2012.
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