Preliminary communication
The Influence of the President of the Management Bord of Podravka on the Media Reception of the Company
Marin Galić
orcid.org/0000-0002-3009-1260
; Zagreb, Croatia
Ivona Čulo
orcid.org/0000-0002-9287-5554
; Department of Communicology, Media and Journalism, University North, Koprivnica, Croatia
Anita Culifaj
; Zagreb, Croatia
Abstract
The area of this paper is media reception and perception of one of the largest and most important companies in the Republic of Croatia - Podravka, ie what influence the CEOs have on media announcements about them and their company and the perception of media announcements among consumers of these media. How much the media helped or hindered their image and the image of the company they ran, especially because due to the ownership structure of the company, the managerial position is in a certain way and politically conditioned. Thus, the mandate of the President of the Management Board of Podravka from 2012 to 2017 was held by Zvonimir Mršić, former mayor of Koprivnica and a prominent member of the then SDP ruling party. With the change of the Government, in 2017, at the proposal of the HDZ to the position of President of the Management Board of Podravka Marin Pucar, who died in 2021, is replaced by Martina Dalić, the former Minister of Economy in the Government of Andrej Plenković, who is behind her appointment. The paper conducts a comparative research on the example of media announcements about the company and its CEOs in the period of 6 months of each of the three mentioned leaders of the company from Koprivnica. Using quantitative, but also qualitative content analysis, the leading Croatian national and local internet portals (Jutarnji.hr; Večernji.hr; Index.hr, Glaspodravine.hr, Epodravina.hr) were analyzed. The results show whether and how much the media has an impact on the image of the company and the President of the Management Board in public, and whether the announcements about Podravka primarily positively or negatively perceived in selected media depending on the company’s management.
Keywords
media; reception; perception; President of the Management Board; management; image; Podravka
Hrčak ID:
289356
URI
Publication date:
11.12.2022.
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