Original scientific paper
https://doi.org/10.22572/mi.27.2.3
Communication of Croatian Politicians on Instagram at the Time of the COVID-19 Pandemic: Towards Whom, How and With What Effect?
Milica Vučković
orcid.org/0000-0002-2841-8973
; Faculty of Political Science, University of Zagreb, Zagreb, Croatia
Stana Odak Krasić
orcid.org/0000-0003-0165-7381
; University VERN', Zagreb, Croatia
Marija Volarević
; University VERN', Zagreb, Croatia
Abstract
Looking at the users’ media habits, especially in young users (Reuters Institute Digital News Report, 2020), we can see the growing social media influence on their information and communication. The importance of social media in information and communication is even higher since the beginning of the global COVID-19 pandemic. In that context, the social network called Instagram is becoming increasingly popular globally, particularly with younger generations. Still, it remains an unused tool in bringing policies, political actors, and important social topics closer to the younger population. The goal of this paper is to investigate how did Croatian politicians communicated via Instagram during the COVID-19 pandemic and to establish if they used this social network to get closer to the audience on that platform, that is, to young people. On the other hand, we will examine how the young public relations practitioners perceive and evaluate the Crisis and political headquarters’ and communication on Instagram. Furthermore, they will review if politicians have adapted their messages to the younger population. The scope of this paper is to draw conclusions based on double analysis and give recommendations for communication improvement of politicians on Instagram. We have analysed the content on the Instagram profile of the two ministers and members of Croatian COVID-19 crisis headquarters and Croatian president and prime-minister using the content analysis method. We have established how the politicians communicate, whether the content was adapted to the young population and if their posts were engaging. Alongside the selected public relations practitioners, we have conducted structured interviews to assess the communication, using the three-dimensional assessment method: content, public performance, and charisma of the members of the politicians on Instagram. In conclusion, we have summarized the recommendations for further communication of politicians on Instagram.
Keywords
social media; crisis communication; Instagram; public relations; charisma
Hrčak ID:
267425
URI
Publication date:
20.12.2021.
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