Titova komunikaciona strategija kao politički činilac
Tito's Communication Strategy as a Political Factor

Author(s): Predrag J. Marković
Subject(s): Media studies, Political history, Government/Political systems, Politics and communication, History of Communism, Sociology of Politics
Published by: Institut za noviju istoriju Srbije
Keywords: public relations; Josip Broz Tito; representation politics; Cold War; media;
Summary/Abstract: The paper tries to explain Tito’s communication strategy on several characteristic examples, from three different phases of his life. The first one is from his way to power within the Communist Party in 1928. His sudden rise in the ranks of the Party was partly enabled by his skilful performance at the 8th conference of the Zagreb’s Communists. Thereafter he attracted the attention of the public opinion, as well as of the Moscow, by his attitude at the „Bombers trial". He demonstrated a firm attitude that affirmed the public image of Communists. The second example of Tito’s communication strategy could be found in 1955-1956. Khrushchev came to Belgrade in May 1955 to apology for the Stalinist policy toward Yugoslavia. This led Tito to the conclusion that he could be a mentor to Soviets themselves. Therefore, he gave over enthusiastic statement on the future of socialism in Stalingrad, during his triumphal visit in 1956. Seeing the shock of the Western Allies, he immediately gave another, more balanced statement During 1956, he had to overcome complex and frustrating position of Yugoslavia in the Hungarian crisis. He also used a communication strategy to do so. Finally, perhaps the most brilliant case of his communication strategy is TV speech devoted to student rebellion in June of 1968. Contrary to all expectations of the more dogmatic Party apparatchiks, he supported students, with few „exceptions". Later this „exceptions" turned to be victims of the regime’s persecution. But, in the wake of his famous speech everybody was delighted: students, foreign media, even some dissidents. His careful timing and the precise calibrating of messages in this speech have remained as an example of the communication mastery.

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