Suchergebnisse

The paper presents results of the research into main messages of the 2011 parliamentary election campaign in Croatia. Contents analysis of television adverts and billboards show that the campaign was defined more by utilitarian marketing than by ambition to improve the democratic process and enhance debate on important social issues. In interpreting the results, we use the theoretical approach of Americanization, developed in the framework of contemporary political communication. The research has shown that there has been much more modernization in communication skills and technics used during the campaign, and much less when it comes to political contents. The paradox of this campaign was that it failed to focus on issues such as economic crisis and the struggle against corruption, although there has been a wide consensus that these were the main issues of political and social life at the time of elections. Adapted from the source document.