Drawing on the notion that politics has generally become more personalized in the last few decades, this study looked at the phenomenon of personality politics in the specific context of one new parliamentary democracy. The theoretical part of the study unfolds the concept of personalisation, while the empirical part investigates personalisation in the parliamentary elections in Croatia in 2003 and 2007. Investigation of the parties' campaign ads reveals 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 focus on specific features of andidates' personalities. This study finally suggests that in the last two parliamentary elections in Croatia it was possible to differentiate between different types of personalization.
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