╨╧рб▒с>■  02■   /                                                                                                                                                                                                                                                                                                                                                                                                                                                ье┴%`Ё┐╘bjbjNрNр .,К,К%       дддддддд╕```` l ╕╦╢ДДДДД___2444444$Б hщ JX-дф__ффXддДД█ЕфдДдД2ф2ддДx рЧ╟я┘щ╔`· 2Ы0╦3 3 3 д$_Z╣@∙4-╖___XX ___╦фффф╕╕╕фЬ─╕╕╕Ь╕╕╕дддддд     ABSTRACT Drawing on the notion that politics has generally become more personalized in the last few decades with the trend being especially pronounced within - but not restricted to - established democracies, this study looked at the phenomenon of personality politics in the specific context of one new parliamentary democracy. The theoretical part of the study unfolded the concept of personalisation in order to stave off the usual misconceptions that stem from diverse interpretations of the term. Using two different methodologies - content analysis and public opinion survey Ц- the empirical part investigated personalisation in the parliamentary elections in Croatia in 2003 and 2007. The research conceptualised personalisation on three different levels embraced here by the term personality politics Ц as a partyТs electoral strategy, as the attention media devote to leaders and their personality traits in the election coverage and finally, as leadersТ ability to influence votersТ impressions and electoral choices. Investigation of the partiesТ campaign ads and the newspaper reports revealed that the visibility of the leaders significantly increased from 2003 to 2007 hence substantiating the assumption that leaders increasingly represent the public face of the party. On the other hand, the findings only partly support the personalisation thesis in the sense of the increased attention media and party campaigns devoted to specific features of candidatesТ personalities. In other words, parliamentary campaigns in Croatia in 2003 and 2007 were leader-centred without necessarily being personality-centred. Yet, individual traits that did come to the forefront of the newspaper reports and party campaigns remained mostly within the realm of the leadersТ political profiles while both the parties and the media remained all in all quite discreet about politiciansТ private features. Investigation of votersТ perceptions revealed that voters are in principle increasingly inclined to cast a leader-based vote and that evaluation of the leaders in 2007 were not entirely conditioned by partisan preferences. Both these findings depart from conventional understanding of parliamentary elections. This study finally suggests that in the last two parliamentary elections in Croatia personalization had two faces. The first one is HDZТs personalization which is generally closer to the notion of УpresidentializationФ. The second one refers to leadersТ attempts to familiarize with voters by appearing close to people, commonly by appearing in informal, every-day situations and only on very rare occasions, disclosing or emphasising some of their private traits. While the first face was heavily deployed by Croatian Prime Minister   ∙ Д У ў ╤ г ┤ v╥╘ш╥└лХлХллХл}лyh╨/U+h,UJh GоCJOJQJ\Б^JaJmH sH +h,UJh Gо6БCJOJQJ^JaJmH sH (h,UJh GоCJOJQJ^JaJmH sH #h,UJh Gо5БOJQJ^JmH sH +h,UJh Gо5БCJOJQJ^JaJmH sH . *h,UJh Gо5БCJOJQJ^JaJmH sH    е╨╥╘ЇЇххх▌█dDgd Gо$Д─dD`Д─a$gd Gо $dDa$gd Gо╘¤Ivo Sanader, the second face, truly introduced by SDP s Ivica Ra an in 2003 was never fully exploited. ,1Рh░В. ░╞A!░Й"░Й#РЙ$РЙ%░░─░─ Р─ЖЬ@`ё @ GоNormalCJ_HaJmHsHtH DA@Є бD Default Paragraph FontRi@є │R  Table NormalЎ4╓ l4╓aЎ (k@Ї ┴(No List%      е# $ ' X╤00АX╤00АX╤00АX╤00АX╤00АX╤00АШ0А е# $ ' XС0ДМXС0АXС0ААААШXС0АXС0╝ ╤╘ ╘ ╘ Ё8Ё@ё   АААўЁТЁЁ0Ё( Ё ЁЁB ЁS Ё┐╦  ?Ё  ╓Хфь[-╫Хфм]-╪ХфьX-┘Хфмd-┌ХфмW-█Хф,i-ЫЫ■■ёё' вв°°' B*Аurn:schemas-microsoft-com:office:smarttagsАcountry-regionА9*Аurn:schemas-microsoft-com:office:smarttagsАplaceА ik ' ' ' х╨/ GоHOп @А$ $ °┐$ $ ( ╗ % А@АА  Unknown            GРюя:рAx└  Times New Roman5РАSymbol3&Рю  :рCx└  Arial"1ИЁ─й,T╓f,T╓fй| й| !ЁЙЙ┤┤ББr4 2ГqЁHX)Ё ?т                   Gо2  ABSTRACTMaryMary■ рЕЯЄ∙OhлС+'│┘0pРШм╕╚╘рЁ   , 8 DPX`hт ABSTRACTMaryNormalMary1Microsoft Office Word@@° ф┘щ╔@° ф┘щ╔й| ■ ╒═╒Ь.УЧ+,∙о0Ё hp|ДМФ Ьдм┤ ╝ ╤т '  ABSTRACT Title ■   ■   ■    !"#$%&■   ()*+,-.■   ¤   1■   ■   ■                                                                                                                                                                                                                                                                                                                   Root Entry         └Fph╦я┘щ╔3АData             1Table    WordDocument    .SummaryInformation(            DocumentSummaryInformation8        'CompObj            q            ■                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           ■       └FMicrosoft Office Word Document MSWordDocWord.Document.8Ї9▓q