engleski

Mediatisation or PR - isation of public - media communication - analysis of mediated communication of Zoran Milanović

Politicians and their public relations advisors depend on the mass communication media to transmit messages daily and communicate effectively. The development of the mass media, from traditional to new, has changed the working conditions of these professions where one inevitably affects the other. Consequently, the way of formatting information in the news has changed, along with the way of monitoring the political developments and informs the public on political activities. A major role in this process, over and above the political actors, has advisers for public relations, who choose moments and events to publicise (PR – ization). With the increasing influence of public relations to media reports, politics also changes the picture of the media and the impact on media coverage. Similarly, the impact on the manner in which the media report process, what topics will be discussed topics and what tone the given information will have. We are living in a world characterized by mediation (Mazzoleni and Schulz, 1999) of the politics and the society as a whole, because politics and public relations necessarily need the media to communicate with their audiences. In this regard, we can talk about PR – ization media2 as the fundamental role of public relations practitioners affect attitudes, which skillfully make careful design of messages and events that are not included herein are the three professions each other should one without the other does not make sense. This paper will focus on the influence of the media on politics and on influence of the public relations as profession in the content media perception. In view of the drawn by daily public appearances of Prime Minister, Zoran Milanović, and as says Lalić3 few politics-related phenomena have over the past twenty years engaged so many reviews by experts and scholars as the Prime Minister’s rhetoric. The particular form of the political communication will be reviewed in this paper. Through the interviews and the content analysis of key moments and statements from the media, we shall try to determine how the communication by Zoran Milanović has changed with the new public relations advisor, and that the change has affected the public attitudes that Milanović communication seen through the media-mediated reality.

media coverage, PR – ization, public relations, media, Milanović

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