Local elections - national themes: Centralizing personalization of local elections in Serbia

The 2024 local elections in Serbia are characterized by a campaign in which national themes predominantly occupied a central place while the questions and issues relevant to specific local communities were marginalized. This paper explores various determinants that shape national-oriented campaigns and their impact on voter behavior, with an emphasis on persuasive techniques used in media and the mobilization of public resources by the ruling party. The study aims to comprehend the roots of the nationalization process of local elections and the crucial implications on the democratic process. Using the method of critical discourse analysis (CDA) of media coverage (electronic media with national coverage, mainstream printed media, digital editions, as well as prominent local media), the paper offers comprehensive insights into the campaign strategies and their effectiveness. Additionally, the case study of Niš illustrates how national political narratives are strategically performed and amplified directly at the local level, serving as a crucial moment within the media genre chain that both reflects and reinforces centralized power dynamics.