%0 Journal Article
%T The Private Life as Part of Croatian Politicians' Communication Strategies: The 2009-2010 Presidential Elections
%A Maja £¿imunjak
%J Medijske Studije
%D 2012
%I Faculty of Political Science, University of Zagreb
%X The aims of this study are twofold. First, this research aims to detect the extent to which Croatian politicians strategically use information from the private sphere in public discourse; second, to detect the functions in which this information is used. I analyze the mediated statements in the main national daily newspapers of the two main presidential candidates in the 2009-2010 elections. I start with the premise that the macro (elements of political and media system) and micro (candidates¡¯ personalities) contextual factors of this elections were favorable to privatization of politics. The results show that a significant extent of the public discourse was indeed privatized, but mostly due to the communication strategy of Milan Bandi . Furthermore, the results demonstrate that the information from the private sphere was not used solely for the purpose of building one¡¯s image, but also as a strategy of attacking the opponent.
%K privatization of politics
%K presidential elections
%K Croatia
%K election strategy
%U http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=140311