Medijska zastupljenost političkih opcija i građansko izborno ponašanje (Case Study: Hrvatski parlamentarni izbori 2003.godine)

The paper deals with exploratory, political and communication studies of the dialectics of media power or powerlessness in the process of electoral civic behavior on the example of the Croatian parliamentary elections in 2003. The survey covers time limits from September 1 to November 30, 2003. The chosen methodology and the applied research methods are in line with contemporary research trends applied in similar media and electoral and political campaign studies. The authors point to all the complexity of studying this issue, which is catching the attention of recent communication and political science publics. The initial research hypothesis fully confirmed the predicted research results. The author's research focuses on examining the interrelationships between the media representation of political Mario Plenković, Slobodan Hadžić, Mladen Kučiš: MEDIJSKA ZASTUPLJENOST POLITIČKIH OPCIJA I GRAĐANSKO IZBORNO PONAŠANJE (Case Study: Hrvatski parlamentarni izbori 2003.godine) Media, Culture and Public Relations, 11, 2020, 1 52 ISSN 1333-6371 options, persons and electoral civic behavior. An inductive-deductive analysis of media representation was also carried out in correlation with the financial resources spent on publicity and publicity campaigns. The results obtained show that there is no significant causal relationship between media representation and electoral civic behavior. In the final interpretation of the results obtained, it is evident that, prior to the election campaign, attitudes towards electoral preference of voters did not change significantly during the media's publicity and propaganda election civic exposure. Based on the published article "Media Power Dialectics and Electoral Civic Behavior (Croatian Parliamentary Elections 2003), Informatol, Vol.39, No. 1,2006, a political and communicative retrospective discussion was held on the subject of Case Study analysis "Croatian Parliamentary Elections 2003". The research was presented on the occasion of the 50th anniversary of INFORMATOLOGIA (1969 2019), at the 25th International Scientific Conference "SOCIETY AND TECHNOLOGY 2019" ("DIT 2019" Dr. Juraj Plenković), Opatija, 28. 30.06. 2019.