title: Mediatisation or PR-ization of Public--Media Communication--Analysis of Mediated Communication of Zoran Milanović.
abstract: Politicians and their public relations advisors depend on the mass communication media to transmit messages dailyand 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 newshas changed, along with the way of monitoring the political developments and informs the public on political activities. Amajor role in this process, over and above the political actors, has advisers for public relations, who choose moments andevents to publicise (PR-ization). With the increasing influence of public relations to media reports, politics also changes thepicture of the media and the impact on media coverage. Similarly, the impact on the manner in which the media reportprocess, 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 publicrelations necessarily need the media to communicate with their audiences. In this regard, we can talk about PR-izationmedia as the fundamental role of public relations practitioners affect attitudes, which skillfully make careful design ofmessages and events that are not included herein are the three professions each other should one without the other does notmake 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 Milanovi6,and as says Lali63 few politics-related phenomena have over the past twenty years engaged so many reviews by experts andscholars 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 determinehow the communication by Zoran Milanovi6 has changed with the new public relations advisor, and that the change hasaffected the public attitudes that Milanovi6 communication seen through the media-mediated reality.
authors.forename: Ivan
authors.initials: I
authors.lastname: Tanta
authors.forename: Gordana
authors.initials: G
authors.lastname: Lesinger
mesh_terms: D003142:Communication; D017523:Croatia; D006801:Humans; D008402:Mass Media; D011639:Public Opinion; D011641:Public Relations