Abstract
The 2020 parliamentary elections in Croatia were held in an atmosphere marked by fear and anxiety because of negative consequences of the coronavirus pandemic, and riddled with other unresolved socio-economic and political issues. Therefore, choosing appropriate political slogans that would reflect positive messages of hope, encouragement, and safety to the Croatian people seemed of utmost importance. This paper identifies and discusses political discourse strategies behind the creation of selected billboard slogans used in the pre-election period by different political parties and platforms. Taking into account the results of the elections, the research focuses on the negative reactions to the content of the slogans in the Croatian public space. For this purpose, a corpus of readers’ online comments was built and subjected to a computer sentiment analysis. The results show that the majority of citizens in the research sample created negative mental images of political agents and the policies they promote. Further investigation of the reasons for the negative perception and evaluation revealed that the politico-historical and situational contexts play a significant role in shaping the public opinion, specifically in times of crises and threats to public health and wellbeing.
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