Modernizing Military Outreach: Social Media and the Future of Youth Engagement in Croatia

Marija Gombar
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Marija Gombar: PhD Student, Centre for Defence and Strategic Studies “Janko Bobetko,” University North, Media and Communication, Croatia

European Journal of Communication and Media Studies, 2025, vol. 4, issue 2, 12-24

Abstract: This study explores the Croatian Armed Forces (CAF) public relations and communication strategies to engage youth through social media and digital platforms. The focus is on young people’s perceptions of the military, including career opportunities and the anticipated reintroduction of mandatory military service in 2025. The analysis draws on diverse sources, such as Eurobarometer, NATO StratCom, and Hrcak.hr, to identify key trends in youth engagement and military perceptions. Findings reveal that Instagram and TikTok are the primary channels for engaging individuals aged 18 to 24 with military-related content. Humanitarian missions and crisis management initiatives are positively perceived, fostering a more favorable view of the CAF. However, skepticism persists regarding mandatory military service, with many viewing it as outdated. The study emphasizes the need for the CAF to modernize its communication efforts by integrating technologies such as augmented and virtual reality (AR/VR) to offer immersive and appealing experiences for younger audiences. This strategic approach could strengthen public trust and enhance the long-term appeal of military careers. By adopting transparent and emotionally resonant communication practices, the CAF can better align its messaging with the interests and values of Croatia’s youth, ensuring sustainable engagement and fostering a positive public perception.

Keywords: Armed forces; digital platforms; social media; youth engagement (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:epw:media0:v:4:y:2025:i:2:id:545

DOI: 10.24018/ejmedia.2025.4.2.45

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