2018 – Vol. 3 No. 2

Volume 3, Number 2

Editor’s Note

Ansgar Zerfass, Lena Schneider: Polyphony in Corporate and Organizational Communications: Exploring the Roots and Characteristics of a New Paradigm
This conceptual article examines the idea of polyphonic communication, which gained popularity as a new approach to integrate various voices and communicators in organizational settings. It argues that the metaphor of the organization speaking with many voices has not yet been clearly defined beyond metaphorical language, and the implications of polyphonic approaches for communication management have been rarely discussed – although empirical evidence shows that practitioners support this novel view. A review of the current use of polyphony in communications reveals key suppositions brought forward by authors like Christensen, Cornelissen, Falkheimer, Schultz, Zerfass and others. It also shows that a concise definition and operationalization is still missing. Thus, a broad literature analysis has been conducted to trace the root of polyphony across disciplines such as music, literature, psychology, politics and sociology. This lays the ground for a new, integrative definition of polyphony. Polyphony is understood as the integration of a multiplicity of internal and external voices into the communication activities managed by agents (i.e., communication departments or professionals) on behalf of a corporation or other organizations. Two approaches to managing polyphonic communication are identified and discussed in detail: deliberative-emergent and radical-emergent polyphony. This unveils the need for new and agile ways of communication management.


Zdeslav Milas, Tomislav Jurić: Development of Communication Practices in Zagreb Public Transport System
The historical development of PR in Croatia has not been systematically researched. Professional and academic literature considers 1964 as the start of the PR profession, when the first position of PR Manager was established in Hotel Esplanade in Zagreb (Tomašević, 2002; Skoko, 2004; Tomić, 2008; Jugo, 2012; Tkalac Verčič, 2016). The objective of this paper is to research communication practice in the public transport system using original sources. By analysing credible media and internal records on public transport models operating today within the framework of Zagreb Electric Tram (ZET), irrefutably confirmed is the application of PR tactics ahead of the start and exploitation of the first model of organised public transport in Zagreb – the funicular. While establishing the administrative preconditions for the construction of the funicular in 1888 and 1889, identified in the records is the use of specific techniques, tools and journalistic genres in public transport. Researched was the significant attention Zagreb Electric Tram (ZET) dedicated to informing internally, and already in April 1959, nine years prior to Podravka, which was considered the first to start with this practice, ZET began issuing a newspaper with a clearly defined and established editorial policy and structure, even developing a correspondent network and other internal communication channels. Furthermore, a professional information service established in 1962 (Jurić, 2016). Internal communication further extends to other communication channels, and noticeable is the influence of the political social context on the editorial policy, with probable censorship.


Andrej Malek, Marjan Ninčević, Dunja Jurić Vukelić: The Role of Playing Video Games on School Achievement

The subject of the present research was the possible effect that playing video games can have on students. The focus is on the role that playing video games can have on school grades and school achievement in general. Problems in the research of effects of video games were outlined in the paper. The paper also presents the results of previous research of the impact of video games and often other media on school achievement. Elementary schools and high schools students participated in the present research. The results are generally as expected considering previous studies, and certain positive effects were observed, such as the fact that students who play video games achieve better overall success when compared to students who do not play games at all.


Tomislav Berišić, Maja Banovac Barić:  The Role of Social Media in the Audiovisual Communication of Terrorist Organizations: IRA and ETA

Irish Republican Army (IRA) and Euskadi Ta Askatasuna (ETA) are two of the oldest European terrorist organizations that have been active for more than a half century. They have been using both violence and politics as means to achieve independence of their respective regions: ETA for the independence of Basque from Spain and IRA for the secession of the Northern Ireland from the UK and the unification with the Republic of Ireland. In the recent years, the internet has become one of the most dynamic platforms on which many terrorist organizations are pursuing their propaganda war. This paper will analyse the presence of IRA and ETA on social media, focusing predominately on Youtube. In this paper the content analysis method was used to analyse the audiovisual communication of IRA and ETA on Youtube (80 most viewed videos) in the period from March 1 to June 1 2016. The study found that none of the organizations pose a direct threat to security or are directly involved in expanding their propaganda on Youtube.


Marta Takahashi, Franjo Skoko,  Davor Pavić: Digital Media and the Rise of Populism in the Context of the Current Refugee Crisis

The greatest crisis of the European Union thus far was caused by the significant migration wave from the Middle East in 2015/2016. At the beginning of the migration wave, Europeans were hospitable and accepted the unfortunate strangers. However, with the considerable increase in the number of migrants, this attitude began to change. Among particular groups of inhabitants, xenophobia and intolerance towards migrants began to flourish, which was fanned by the sporadic incidents in which the migrants participated. The unexpected refugee crisis encouraged the rise of populism and an increase in the popularity of the right political option, which began linking all problems in society with the migration question. For the strengthening of populism, an important role was played by the media, especially digital media, which became the primary communication and mobilisation platform of populists.


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About Publisher

The Edward Bernays College of Communication Management is the first in Croatia to carry out comprehensive specialised education in communication management and public relations.

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Edward Bernays, University College
Address: Ratkajev prolaz 8, 10000 Zagreb
E-mail: info@bernays.hr
Web: www.bernays.hr

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