The Rhetoric of Kolinda Grabar-Kitarović Political Campaign on Facebook for the 2019 Presidential Election

Pojava interneta donijela je promjene u životu i radu ljudi, a jedna od najupečatljivijih je ona u načinu komunikacije. S vremenom je komunikacija postala sve važnija, pogotovo se njena važnost danas održava na internetu, odnosno društvenim mrežama. Društvene mreže su jako popularne i široka masa ih koristi. Virtualni prostor postao je zanimljiv i političarima koji razumiju moć internet i kako se informacije brzo šire. Politička komunikacija se s vremenom mijenjala i prilagođavala sukladno s pojavom svakog medija, a pomožu društvenih mreža politička komunikacija dobila je sasvim drugačiju dimenziju. Upravo su društvene mreže jedan od medija koji svojim korisnicima omogućavaju dvosmjernu komunikaciju, odnosno komentiranje i iskazivanje svojih stavova koji su vidljivi svima. Danas društvene mreže reagiraju na publiku tako da im pružaju mogućnost da su oni ti koji odlučuju. Glavna tema ovog rada je politička komunikacija na internetu, odnosno na društvenoj mreži Facebook, najpopularnijoj društvenoj mreži. Cilj je istražiti aktivnosti kandidatkinje Kolinde Grabar Kitarović u predizbornoj kampanji za predsjedničke izbore 2019/2020., a analizirat će se njezina službena Facebook stranica, odnosno objave na istoj. Analiza je ograničena na predizbornu kampanju budući da je to vrijeme najveće političke aktivnosti. Glavne postavke rada su da je komunikacija Kolinde Grabar Kitarović jednosmjerna te da u njezinim objavama prevladavaju tzv. „ženske“ teme čime se podlegla tradicionalnim rodnim stereotipima. Teorijski dio rada nastao je sintezom podataka metodom istraživanja za stolom. Predsjednička kandidatkinja Kolinda Grabar Kitarović u svojoj predizbornoj kampanji 2019./2020. nažalost nije iskoristila sav potencijal društvenih mreža te je njena komunikacija bila izričito jednosmjerna što je na kraju rezultiralo gubitkom izbora.The advent of the internet has brought changes in people’s lives and work, and one of the most striking is that in the way they communicate. Over time, communication has become increasingly important, especially its importance today is maintained on the Internet, or social networks. Social networks are very popular and are widely used. Virtual space has also become interesting to politicians who understand the power of the internet and how information is spreading fast. Political communication has changed and adapted over time in accordance with the emergence of each medium, and with the help of social networks, political communication has acquired a completely different dimension. Social networks are one of the media that enable their users two-way communication, ie commenting and expressing their views that are visible to everyone. Today, social networks react to the audience by giving them the opportunity to be the ones who make the decisions. The main topic of this paper is political communication on the Internet, that is on on the social network Facebook, the most popular social network. The goal is to investigate the activities of the candidate Kolinda Grabar Kitarović in the pre-election campaign for the 2019/2020 presidential elections, and her official Facebook page will be analyzed, that is posts on it. The analysis is limited to the election campaign as this is the time of greatest political activity. The main assumptions of the paper are that the communication of Kolinda Grabar Kitarović is one-way and that in her publications the so-called "Female" topics, thus succumbing to traditional gender stereotypes. The theoretical part of the paper was created by data synthesis by the research method at the table. Presidential candidate Kolinda Grabar Kitarović in her 2019/2020 election campaign. unfortunately she did not use all the potential of social networks and her communication was explicitly one-way which ultimately resulted in the loss of choices