Političko komuniciranje predsjednika Republike Srbije Aleksandra Vučića uslijed masovnih ubojstava 2023. godine
Political communication of the president of the Republic of Serbia, Aleksandar Vučić due to mass shootings in 2023

Summary/Abstract: The analysis of political communication in crisis situations is focused on the strategies and methods leaders apply to confront challenges and effectively manage the situation, thereby strengthening public trust. The aim of this research is to analyze and illustrate the communication approach of the President of Serbia, Aleksandar Vučić, during the series of mass murders in 2023. This event represents a national tragedy that has raised questions about social conditions and contributed to a political crisis. The research sample consists of three televised addresses and three interviews given by President Aleksandar Vučić in response to the tragedy. An inductive qualitative text analysis was applied to identify the main themes and sub-themes in Vučić’s statements, and a qualitative content analysis was used to analyze communication strategies and tactics. The research results indicate crisis communication that is distinguished by persuasion tactics, and the choice of themes, sub-themes, and perspectives of speech reflects the interplay between rhetorical text formation, responses to the mass murders, and the context of a protest-political framework.

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