The Similarities and Differences between Women and Men in Public Communication on the Example of the 2017 Local Elections Campaign

Glavni cilj istraživanja je bio utvrditi koje se razlike i sličnosti pojavljuju između muškaraca i žena u javnoj komunikaciji na primjeru komunikacije političara i političarki na lokalnim izborima u gradu Zagrebu 2017. godine. Javna komunikacija i građenje imidža u javnosti važni su zbog pridobivanja birača, pa su stoga važni i za istraživanje. Također, mediji koji prenose političku komunikaciju utjecat će na birače. Stoga je svrha bila istražiti razlike i sličnosti muškaraca i žena u komunikaciji, te eventualne razlike koje se pojavljuju u programima na javnoj i komercijalnoj televiziji. U istraživanju je korištena analiza sadržaja koja je trebala pokazati koja se obilježja pojavljuju kod žena, a koja kod muškaraca, te učestalost nekih kategorija. U uzorak su odabrani prilozi iz središnjih informativnih emisija (HRT Dnevnik u 19 sati i N1 Zagreb Dnevnik u 18 sati) koji su obrađivali lokalne izbore u razdoblju od 20.4.2017. do 20.5.2017. godine, u kojima su se pojavljivali Anka Mrak Taritaš, Sandra Švaljek, Milan Bandić i Drago Prgomet. Istraživanje je pokazalo da su muškarci i žene podjednako govorili o svim temama (lokalnim, nacionalnim, temama iz programa, općim pitanjima i onima „na licu mjesta“), svi kandidati su koristili „hvatače pažnje“ u komunikaciji, kod žena je to bilo u vidu odijevanja, šminke i modnih dodataka, a kod muškaraca u vidu modnih dodataka, te gestama. Svi su se trudili postići dominantan imidž simpatičnih i otvorenih kandidata. Muškarci su više od žena koristili vertikalnu dimenziju odnosa. Komercijalna televizija je više od javne poticala sukobe među kandidatima. Obje televizije su češće u prilozima prikazivale muškarce.The main aim of the research was to identify the differences and similarities between men and women in public communication on the example of communication of female and male politicians at the local elections in the city of Zagreb in 2017. Public communication and image building in the public are important for attracting voters, so because of that they are important for research. Also, media transmitting political communication will influence voters. Therefore, the purpose was to explore the differences and similarities between men and women in communication, and any differences that may arise in programs on public and commercial television. In research was used content analysis that should show the characteristics that occur in women, and in men, and the frequency of some categories. The sample was selected from the central news bulletins (HRT Dnevnik at 19:00 and N1 Zagreb Dnevnik at 18:00), which broadcasted content about the local elections in the period of 20 April 2017 - 20 May 2017, in which Anka Mrak Taritaš, Sandra Švaljek, Milan Bandić and Drago Prgomet appeared. The research showed that men and women equally discussed all topics (local, national, program themes, general issues, and "on-the-spot"), all candidates used "catches of attention" in communication, in women that were dresses, makeup and fashion accessories, and in men that were fashion accessories and gestures. Everyone was trying to achieve the dominant image of a nice and outgoing candidate. Men used the vertical dimension of relationships more than women. Commercial television had encouraged more conflicts between candidates than public television. Both television stations showed men in news packages more often