Populism: In Croatia, it is not just a political strategy but also a dominant way of communication

We are now focused on local elections, thousands of jobs are at stake! – blared in bold font from the front pages of daily newspapers just a day after the presidential elections. Although we cannot say that we clearly understand whose jobs are threatened and whose existence is so skillfully manipulated, we can only assume that it concerns employees in the public sector at the local level. The key message is obvious: Fear!

This is a classic example of populism, a skillful manipulation of themes such as jobs and economic security, which are used not as part of a thoughtful policy but as a tool for emotional mobilization of voters. And, in fact, such messages are nothing new. Populism has long infiltrated the Croatian public space, reshaping the political narrative to the extent that today it is almost impossible to find a political debate that does not essentially border on populism. Populist discourse like this is based on polarization and appealing to emotions, provoking fear of loss, insecurity, and distrust. Instead of concrete proposals or reforms, a narrative of urgency and danger is offered, leaving the impression that the future of citizens, even if only those employed in public enterprises in local communities, depends solely on the continuity of power. It goes so far that they are even instrumentalized as a means of political promotion. This means that populism in Croatia is not just a political strategy – it has become a dominant way of communication, a form of thinking, and a tool for maintaining power.

Appeasing the masses

Nothing strange, agree the interlocutors of Lider, populism is deeply rooted in the Croatian political space. Velimir Srića, emeritus professor at the Faculty of Economics in Zagreb, consultant, and economic expert, has an interesting theory as to why this is so. In his opinion, Croatia is a former socialist country, so the expectations of our citizens are still ‘more leftist’ than in most EU countries, which is why both left and right political options in our country appease the masses. And here lies the key: political options, whether left or right, appease the people.

– Until recently, populism had ideologically clear characteristics, today it no longer does. Apparently, today right-wing populists are louder, but that is only because isolationist, aggressive, and anti-globalist populist ideas are currently in the political spotlight – says Srića, adding that populism in our country is mainly associated with the emotions of the so-called little man, as, after all, is economic populism, which actually looks significantly different.

– In principle, economic populism advocates closing the economy, relying on one’s own strengths, imposing high tariffs on imported goods, and similar measures. It can stimulate growth and improve the economy only if it transforms into a general movement like the New Deal once was, which strengthens the pride and entrepreneurial spirit of the nation and society – emphasizes Srića, noting that we more often see examples of economic populism when there is an excess in taxing the property and income of the most successful businesses, which inevitably reduces investments and causes capital flight.

Threat from the East

But it is not the same everywhere. The most prominent examples of economic populism today come from the re-elected American president Donald Trump. His America First agenda emphasizes exclusively American national interests and openly criticizes globalization, and tariff announcements suggest that protecting the American economy and workers will be a priority – even at the cost of conflict with international trading partners. These tariffs are even presented as a shield against foreign influences and ‘corrupt’ trading practices, appealing to the sense of insecurity and loss among the domestic American population. Populism squared, one might say!

In Croatia, populism manifests itself in a slightly different way, although the basic principles remain the same. Here, ‘foreign threats’ are not found in global economic exchange, nor are China or Mexico enemies. When foreign threats are discussed here, they are equated with foreign institutions, for example, those from Brussels, which are portrayed as culprits for imposing ‘unfair’ rules and restrictions. This narrative further fuels suspicion towards European institutions and strengthens the impression that domestic interests are threatened by external influence. Recently, there have also been threats against Russians and Russian President Vladimir Putin, and when they are not mentioned, we return to our classic, habitual enemies, namely our neighbors, the Serbs. Since the nineties, a populist narrative about the ‘threat from the East’ has always been present in our country, which further polarizes the public and is often used as a means to homogenize the electorate, especially during periods of political uncertainty. This playing on fear not only diverts attention from important internal issues but also complicates the creation of constructive dialogue and cooperation, which are crucial for long-term development.

How everything is manipulated in Croatia, which topics are the most obvious examples of populism, and how voters actually react to it, what is our responsibility, and what is the responsibility of entrepreneurs in this whole story, read in the printed or digital edition of Lider.