Dialectal Discourse in Željko Kerum's Electoral Campaigns for Mayor of the City of Split in 2012 and in 2016

Hrvatski jezik obilježen je trostrukom dijalektnom raznolikošću zbog čega lokalni govori nerijetko dolaze u međusobni sukob, ali i sudar sa standardom. Upravo se stav govornika prema drugim govorima nameće kao problem šireg sociolingvističkog konteksta. Jezik sela se podcjenjuje dok jezik grada uživa ugled i prestiž. Politička scena u Hrvatskoj je ogledalo društvenih problema čije su elite predstavnici neke države, a tako i odraz njezine javnosti. Jedna od bitnih stavki je i uporaba jezika pojedinaca koji ima svoje specifičnosti. Cilj ovoga rada bio je uvidjeti kako je jezik splitskog gradonačelnika Željka Keruma utjecao na njegov politički uspjeh te koje su značajke njegova govora. Kao glavna metoda istraživanja korištena je analiza diskursa. Uočeno je kako u gradovima, konkretno Splitu postoje stereotipi prema doseljenicima iz seoskih područja, konkretno prema Željku Kerumu, koji se jezičnim ponašanjem razlikuje od urbane sredine. Proučavane su četiri jezični značajke Kerumovog idiolekta, ali i splitskog govora. Osim Kerumovih jezičnih konstrukcija u političkoj komunikaciji, predstavljena je i osobna jezična biografija koja ukazuje na isto jezično porijeklo, ali i služi kao identifikacijsko sredstvo. Analizom su potvrđene sve pretpostavke. Željko Kerum kroz cijelu izbornu kampanju koristi rodni idiolekt na temelju kojeg biva kritiziran i ismijavan, ali ga koristi kao i sredstvo prkosa.The Croatian language is characterized by a triple dialect diversity, which is why dialect speeches often come into conflict with each other, but also in a collision with the standard. It is the speaker's attitude towards other speeches that is imposed as a problem of the broader sociolinguistic context. The language of the village is underestimated while the language of the city enjoys reputation and prestige. The political scene in Croatia is a mirror of social problems whose elites are representatives of a country, and thus a reflection of its public. One of the important points is the use of the language of individuals, which has its own specificities. The aim of this paper was to see how the language of Split Mayor Željko Kerum influenced his political success and what were the features of his speech. Discourse analysis was used as the main research method. It has been noted that there are stereotypes towards rural settlers, in particular towards Zeljko Kerum, who differs in terms of language from the urban environment. The four linguistic features of Kerum's idiolect as well as of split speech were studied. In addition to Kerum's linguistic constructs in political communication, it is also presented personal linguistic biography that points to the same linguistic origin but also serves as an identification tool. The analysis confirmed all assumptions. Throught the all election campaign, Željko Kerum uses a gender idiolect to criticize and ridicule, but uses it as a means of defiance