Media in Croatia: from freedom fighters to tabloid avengers

The article provides an overview of the Croatian media landscape and its transformation that has been driven by the processes of democratization, commercialization and digitalization. The main media-related concerns from 1990 to 2000 were freedom of the press, autonomy of journalism and censorship. The liberalization of the media market that started in 2000, led to proliferation of media outlets and galloping commercialization of media ownership and content. The next big change came with digitalization that fundamentally altered media habits of Croatian audiences. Television was preceded by online media as the main source of news while the press registers constant decline in readership, trust and advertising revenues. Radio remains the most trusted medium, as opposed to social media that are the least trusted source of information. Nevertheless, the level of trust in social networks in Croatia is considerably higher than the EU average. The data on media freedom and journalistic autonomy indicate that Croatia has made significant progress in this respect in the past thirty years. Although problems related to freedom, autonomy and political pressure persist, the biggest threat to journalism nowadays seems to come from within the profession. Commercialization, coupled with digitalization and merciless struggle for survival, eventually led news media to succumb to tabloid-style journalism and to radically downplay their professional standards. Although the role of the media as a social corrective remains undisputed, such media practices seem to cultivate ‘media fatigue’ and foster distrust in political institutions. In such an ethically challenging environment, the newsrooms and professional organizations remain for the most part silent about eroding professional standards.