The main purpose of this thesis is to identify the discursive techniques through which women are delegitimized, belittled and "Othered" in Croatian media. On top of that, the goal is to identify patterns in news framing processes which reflect the structures of a patriarchal society. This thesis looks at discourse with an aim to identify and address the dynamics of “othering” and “silencing strategies” in Croatian media and their most popular informative talk shows, "Sunday at 2" and "Fifth Day". The question of whether HRT complies with their own laws as well as the laws on gender equality in the media is also raised. This thesis employs critical discourse analysis to examine four different talk show episodes where problems of sexual violence and access to abortion were discussed. Additionally, power relations between men and women enacted through discourse are observed, revealing the frames behind them. Results suggest that agenda-setting and news framing are powerful tools through which Croatian media presents women as inferior or“Other”, while delegitimizing their struggles. The male figures on Croatian television are shown to perpetuate stereotypes and gender inequalities, violating Croatian Radiotelevision and Gender Equality Laws. Ultimately, this thesis observes Croatian media in the light of the process of retraditionalization in Croatia and the broader backlash against women's issues across Europe. Finally, this thesis highlights the conservative patriarchal values reflected in Croatian media and encourages research on media framing of women in Croatia. However, further research is needed to better understand framing effects on public's perceptions of gender inequalities in Croatia.

Over the past few decades, companies have started to rely heavily on social media platforms as a core part of their communication strategy, with LinkedIn being particularly essential for establishing their presence and connecting with their target audience. This thesis explores the communication approach utilized by a Croatian startup company on LinkedIn and aims to uncover the rhetorical strategies behind this. The case company that was chosen for this study is CircuitMess, a startup company developing educational DIY kits for children. Using rhetorical analysis, this thesis examined ten LinkedIn posts by CircuitMess and looked at insights provided during an interview with a company employee. The analysis revealed that CiruitMess often uses informal, persuasive, and emotional language, storytelling, and a customer-centric approach in their communication. Results suggest that these were strategically employed to strengthen customer relationships and achieve business goals, specifically, increase sales. Moreover, CircuitMess was shown to purposefully present itself as a friendly and approachable company. Through rhetorical strategies and storytelling techniques, this company skilfully employs persuasion to establish a relatable brand identity and create an online community. Finally, this thesis highlights the importance of strategic communication in building customer relationships and demonstrates that relationship marketing, rhetoric, social media, and storytelling are all valuable tools companies can use together to drive their growth. These findings not only make a significant contribution to the field of media and communications, but they also pave the way for further research on the communication practices of startup companies and their utilization of social media platforms