Milica Vuckovic

Milica Vuckovic

Participant in 2015
Work history October 2010 – present
External associate
- Assisting professors and conducting seminars in seven courses:
PR and New Media, Online journalism, New Media, Cyber politics, Scopes and methods in New Media, Media convergence, Media ecology
Faculty of Political Sciences, Lepušićeva 6, 10 000 Zagreb

September 2014 - present
External associate
- Teaching courses: Possibilities of new media in business communication; Social media and public relations; Introduction in theories of promotion
COLLEGE VERN’, Trg bana Josipa Jelačića 3, 10000 Zagreb

2007 - present

Assistant researcher
- Junior researcher on various projects of the Faculty of Political Sciences
Dr. Marijana Grbeša and dr. Domagoj Bebić, Faculty of Political Sciences, Lepušićeva 6, 10 000 Zagreb
June 2008 – September 2009; July 2010 – present

Program coordinator
- Organizing educational programs and international conferences
Institute for New Media and E-democracy, Šibenska 1, 10 000 Zagreb
May 2007 – present

PR consultant
Public relations and political marketing
- Assisting in numerous public campaigns: from strategy development to implementation
- Assisting in numerous local election campaigns: from strategy development to implementation
- Writing communication plans and recommendations
- Developing overall social media strategies for clients
Quintana communications, Šibenska 1, 10 000 Zagreb
Study history 2012- present
Faculty of Social Sciences, Ljubljana, Slovenia
PhD in Communication sciences – three year interdisciplinary postgraduate program with major courses in Communication studies
2009 – 2010
Central European University, Budapest, Hungary
MA in Political Sciences – one year graduate program with major courses in Political Communication
2002 – 2009
University of Zagreb, Faculty of Political Sciences, Zagreb, Croatia
School of Journalism, a four- year undergraduate program with major courses in Television and Public relations

Phd Projects


Private and political in online political communication: Comparative analysis of political actors on social media by Barack Obama, David Cameron and Ivo Josipović

The phenomenon of personalization of politics has been widely acclaimed and written about in recent years. Use of social media by politicians, which had a boom with Obama in 2008, has also been explored. However, little is known in what manner the personalization of politics as a phenomenon is present on social media.

Conducting mix methods approach – quantitative content analysis and qualitative text analysis, facebook posts and citizens' comments will be analyzed in order to trace phenomenon of personalization of politics on social media in three different democracies: United States of America, United Kingdom and Croatia. Emphasis in the research will be on one dimension of personalization which is called privatization of politics, where privatization will be conceptualized on two different levels: 1. as a part of political communication strategy of political actors, 2. as an incentive/stimulus for citizens’ engagement online.
Relying on the idea that internet can help engage citizens in politics and that ever increasing interest of the public for personal life of politicians can increase citizens’ interest in politics, we shall try to reveal how these concepts work when they come together on one platform. By looking at three case studies, Facebook fan pages of president of United States Barack Obama, prime minister of Great Britain David Cameron and former Croatian president Ivo Josipović, we shall try to answer following, research questions:

RQ: What is the nature and level of personalization of political actors on their official Facebook fan pages?
Sub-research question: To which extent are citizens willing to engage on leaders’ fan pages and to what extent may their engagement be explained by personal and private cues communicated by the leaders via their social media profiles?

This study will also question if online forms of participation can have any relevant impact on political decision making process. Contribution to the field will go between the theories saying that “internet is engaging already engaged citizens” and those who propose definitions of “clictivism”, “couch potato democracy” ect. Following, new definition of certain form of participation will be derived from the research.

Keywords: personality politics, privatization of politics, Barack Obama, David Cameron, Ivo Josipović, e-democracy, public sphere, discourse analysis, cynicism, Facebook

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