Celebrity politics and populism: analysis of Miroslav Škoro political communication

Cilj ovog diplomskog rada je obraditi pojam populizma i celebrity politike te analizirati političku komunikaciju Miroslava Škore za vrijeme predsjedničkih izbora 2019./2020. u Republici Hrvatskoj. U radu su obrađeni pojmovi populizma i celebrity politike te njihova važnost i uloga u politici i cjelokupnoj komunikaciji s građanima. Ukratko sam obradio i najveće svjetske političare koji su na temelju celebrity populizma ostvarili brojne političke uspjehe. U nastavku slijedi detaljna analiza predsjedničke kampanje Miroslava Škore. Odabrao sam upravo njega zato što je on najbolji primjer političara iz Hrvatske koji dolazi iz svijeta zabavne industrije i svoju popularnost je stekao prije ulaska u politiku. Drugim riječima, Miroslav Škoro ima sve elemente celebrity političara koji je u vrlo kratko vremenu postigao značajne političke rezultate. Kako bi istraživački dio ovog diplomskog rada bio što kvalitetniji i vjerodostojniji, te kako je veći dio rada baziran na analizi njegove političke komunikacije, koristio sam istraživačku metodu intervjua u kojoj mi je ispitanik bio upravo Miroslav Škoro. U nastavku sam pojasnio važnost i ulogu medija i društvenih mreža u političkoj komunikaciji i razvoju statusa celebrity političara. Na samom kraju ovog rada naveo sam i ukratko predstavio ostale političare iz Republike Hrvatske koji dolaze iz svijeta zabavne industrije.The aim of this master's thesis is to analyse the concept of populism and celebrity politics and to analyze the political communication of Miroslav Škoro during the presidential elections 2019/2020 in Republic of Croatia. The thesis deals with the concepts of populism and celebrity politics and their importance and role in politics and overall communication with citizens. I also briefly analysed the world's greatest politicians who have achieved numerous political successes based on celebrity populism. The following is a detailed analysis of Miroslav Škoro's presidential campaign. I chose him precisely because he is the best example of a politician from Croatia who comes from the world of the entertainment industry and gained his popularity before entering politics. In other words, Miroslav Škoro has all the elements of a celebrity politician who has achieved significant political results in a very short time. In order for the research part of this thesis to be as high quality and credible as possible, and as most of the work is based on the analysis of his political communication, I used the interview research method in which my respondent was Miroslav Škoro. In the following, I explained the importance and role of the media and social networks in political communication and the development of the status of celebrity politicians. At the very end of this master's thesis, I listed and briefly introduced other politicians from the Republic of Croatia who come from the world of the entertainment industry