“Send in the Clowns”: The Rise of Celebrity Populism in Croatia and Its Implications for Political Marketing

Abstract

In recent years, celebrity populism has become increasingly prevalent in politics worldwide. However, the relationship between populism and celebrity politics is not straightforward, and more research is needed to understand how these two concepts intersect. The authors of this paper argue that a more nuanced understanding of celebrity populism is necessary to identify and analyze its various forms. By analyzing the communication strategies of the three populist candidates in the 2019–2020 Croatian presidential election, this paper empirically investigates how celebrity populism manifests in practice. The authors use their proposed conceptualization to classify the candidates based on their use of populist and celebrity strategies. This allows for a more granular understanding of the different ways in which celebrity and populism can be combined in politics. The findings suggest that celebrity populism can take on different forms depending on the specific context and characteristics of the candidates. Moreover, the authors argue that celebrity populism is a strategy that can be effective in gaining popularity and mobilizing voters, particularly in countries where trust in political institutions is low.