Enhancing Public Support Through Modern Communication Strategies: A Study on Croatian Military Relations and Recruitment Dynamics

This study highlights the critical importance of aligning Croatian military relations with contemporary public communication trends. It advocates for establishing swift, transparent, and interactive communication strategies to cultivate and enhance public support for military endeavors. The traditional military public relations framework has exhibited rigidity, characterized by sporadic advertising initiatives confined to narrow domains. The initial focus involves conducting a scientific content analysis of social media platforms to identify emergent channels that significantly disseminate information and promote awareness of recruitment strategies. The second objective is to investigate the factors influencing the public perception of Croatian soldiers and the overall branding of the Armed Forces of Croatia. This exploration will scrutinize the methodologies and tools employed for effectively promoting domestic and international military structures by 2025. As Croatia anticipates the introduction of mandatory military service in January 2024, understanding the information platforms favored by younger generations becomes imperative. Future strategies should leverage innovative, competitive, and youth-oriented communication channels to engage the younger working-age demographic, thereby attracting potential recruits to the Armed Forces as a credible institution that offers advantageous working conditions and professional growth opportunities.

Introduction

The Republic of Croatia, which has been independent for 33 years, is focused on improving tourism and its economy while strengthening the military industry. Public relations have gained importance with the country’s shift toward democracy and advancements in press freedom. They play a crucial role in managing communication within society, particularly for the military, which is responsible for state security and public trust.

Public opinion significantly influences security matters, including defense system reforms like army reorganization and professionalization and the daily issues affecting military personnel. It is shaped by individuals representing specific social and political groups, with mass media playing a vital role in articulating these views. Understanding public opinion is crucial for creating a unified direction in society and succeeding in mass media. To understand the role of public relations in a military context and its societal implications, we must examine its origins in communication management. Public relations is rooted in social sciences and has evolved into a professional practice over decades. The term was first used by Thomas Jefferson in 1807 during a speech to Congress. Limor and Nossek (2013) noted significant shifts in military-media relations during the twentieth century, highlighting the need for adapting communication models to the realities of warfare. The roots of public relations can be traced back to ancient Egypt, but it was not until the 20th century that it saw significant development. The USA is regarded as the birthplace of modern public relations and a leader in its development. The progress made during the First World War led to a rapid expansion of public relations. Recently, public relations have become prevalent in almost every society, system, and government. The post-Second World War economic expansion provided further impetus for the growth of public relations, particularly in the USA and Great Britain. The Institute for Public Relations was established in London in 1948, and the Information Agency was established in the USA in 1953 (Martinović, 2010).

The latter half of the 20^th century is marked by unprecedented advancements and expansion in the transmission and dissemination of information, along with the rapid growth of various activities in mass communication. This entails continual communication and ongoing provision of information to the public, as well as the diverse activities of individual social entities. The advancement of science, technology, and engineering has laid the groundwork for the progression of public relations and communication, enabling the swift and high-quality dissemination of information to the public regarding all local and global events and changes. Public relations constitute a significant component of every promotional effort (Tomić, 2016).

The rise of information technology in communication has expanded public relations activities, emphasizing their role in social movements. Consequently, public relations has become vital in almost every sector and shares traits with marketing, propaganda, and advertising. Public relations extend beyond their traditional functions and represent a multidisciplinary activity. Professionals in this field must have expertise in various areas. Both public relations and communication are informed by numerous theories that offer differing perspectives on their fundamental principles, roles, and significance. In Europe, there is a growing effort to challenge the dominance of American public relations schools, with some practitioners and theorists even advocating for the term “communication management” instead. The definitions of public relations continue to evolve, adapting to the changing landscape of contemporary society and the international community. The British Institute proposed that public relations is a deliberate, organized, and sustainable activity that fosters understanding between an organization and its public (Cutlipet al., 2003).

In 1978, representatives from more than thirty national and regional public relations associations signed the Mexican Declaration. This declaration defines public relations as a skill and social science that involves analyzing trends, predicting their consequences, advising organizational management, and implementing planned programs of action in the interest of society and the organization (Osredečki, 1995).

Method

Social scientists utilize qualitative methods to provide detailed descriptions of the world as it is perceived and experienced by people (Pistrang & Barker, 2012). This work employed qualitative methods of content analysis. Social networks facilitate the collection of extensive and diverse data that cannot be obtained through traditional methods (Gudivadaet al., 2015; Yin & Kaynak, 2015). Large volumes of data from social networks can be analyzed by integrating qualitative methods with data search tools. This approach provides a more profound understanding of online communication and user interaction, offering more detailed insights into emerging patterns and themes (Marwick, 2014).

The Republic of Croatia’s Armed Forces (CAF) are utilizing social media as a pivotal tool to attract young people between 18 and 30. They are harnessing popular platforms such as Instagram, Facebook, TikTok, and YouTube to connect with potential recruits in a manner that aligns with contemporary communication trends.

The approach to promotional processes has significant effects. Social networks enable CAF to enhance its presence among young people. Information about career opportunities, the advantages of working in the army, scholarships, and videos showcasing various military activities and equipment make this sector appealing and accessible to young people. This raises awareness of CAF’s existence and activities among young people who may not otherwise encounter such information. Through short videos, interviews, and photos, social media promotion provides an authentic glimpse into military life. Young people can observe the day-to-day activities of soldiers, training opportunities, international missions, and benefits such as free education and healthcare. This content can help dispel preconceived notions about military life by presenting it as exciting and dynamic.

Social networks directly communicate with the target audience through comments, messages, and interactive Q&A sessions. This allows young people to ask questions and receive prompt answers about the application process or life in the army. This interactive communication fosters a sense of inclusion and breaks down barriers for potential recruits. Additionally, utilizing visuals such as videos, photos, and storytelling can inspire young people to consider a military career. These visuals depict thrilling exercises, the camaraderie within teams, and the friendships forged in the military, presenting a positive image of military life. Given that young people are drawn to visuals, such materials significantly influence their decision-making.

Targeted social media campaigns by CAF are successfully attracting potential candidates for military careers. Sponsored content and influencers with military backgrounds have proven effective in generating interest. However, young recruits influenced by idealized portrayals may be unprepared for the demanding realities of military life. Moreover, the interactive nature of social media can lead to negative comments and misinformation affecting perceptions of the military. Utilizing social media to engage young individuals in the Armed Forces is yielding promising results. However, it necessitates meticulous content management and transparent communication to ensure prospective recruits harbor realistic expectations about military life. As per Kotler, image encompasses an individual’s beliefs, ideas, and impressions held by an individual about a specific object. People’s attitudes and actions towards a particular subject are influenced mainly by the image they associate with it (Kotleret al., 2006). An image represents the cognitive perception of a person, company, product, process, or situation formed by an individual based on their cumulative past experiences, opinions, attitudes, and ideas, which may or may not align with the actual attributes. Effective business communication shapes this perception (Kesić, 2003).

It is crucial to tailor our communication of the desired image to the target audience by selecting appropriate communication channels and structuring the message effectively. Ultimately, it is essential to note that communication is influenced by its focus on image (Rajh, 2004). Furthermore, a positive company image indicates that its communication efforts are robust and well-planned, leading to advantages such as improved competitiveness and the ability to attract suitable employees (van Riel & Balmer, 1997). The company’s image is closely linked to physical and behavioral attributes, including the company name, architecture, product and service range, tradition, ideology, and the overall impression of quality conveyed by every employee to clients and target communication groups (van Riel, 1995).

Croatian citizens actively use various media platforms, including social media, online forums, and news websites, to discuss military issues daily. These discussions often revolve around the economic implications and the rationale behind introducing military service. Many citizens express their opinions on the necessity of military service, its impact on the economy, and its role in national defense. These conversations reflect the public’s keen interest and concern about military matters in Croatia.

Facebook is the leading platform for discussing various topics, including military issues, with numerous active groups and comments on media posts (Fig. 1). Despite having a smaller user base, Twitter facilitates engagement on political and military topics, allowing experts, journalists, and politicians to interact directly with citizens. Index.hr, a popular Croatian news portal, features active comments on military and political matters. YouTube channels like HRT and Al Jazeera Balkans also spark discussions through video content. Forum and Reddit host-specific communities also focus on military and political discussions, with the r/croatia subreddit and Forum.hr frequently addressing these topics. Analyzing these platforms reveals the polarization of opinions and current trends in the discourse.

Fig. 1. Social media and web platform usage breakdown in the Republic of Croatia.

Fig. 2 illustrates the distribution of opinions regarding military service across five major social media platforms: Facebook, Twitter, Reddit, YouTube, and TikTok. The chart categorizes responses into Support, Opposition, and Neutral opinions on reintroducing military service. Opposition is the dominant sentiment, with 65% of users expressing opposition to military service. This finding is consistent with literature indicating that Facebook users tend to engage more in discussions about personal freedom and societal values (Ellisonet al., 2014). The support for military service on Facebook remains low at 20%, while neutral users constitute 15% of the responses. Twitter shows a similar trend, with 55% opposition. However, support is higher here, with 35% of users favoring military service. This might reflect Twitter’s role as a public debate and activism platform, where users are more likely to express strong opinions (Welleret al., 2014). The neutral category, at 10%, suggests that fewer users remain undecided compared to Facebook. Reddit also exhibits 55% opposition to military service, but the support (30%) is lower than on Twitter. Reddit’s discussion forums, or subreddits, may influence the polarized nature of the discussions, where certain communities may either strongly advocate for or against conscription (Massanari, 2015). Neutral opinions are limited to 15%, indicating a relatively polarized user base. 60% of the opposition is observed on YouTube, which is slightly higher than on other platforms. YouTube’s video-based format allows for long-form content, where content creators can elaborate on societal issues like conscription, often leading to deeper engagement from viewers who may oppose such initiatives (Burgess & Green, 2018). Support for military service stands at 35%, with only 5% of users neutral, the lowest among the platforms. TikTok presents a unique distribution, with 65% opposition but a 27% support rate for military service. Given TikTok’s demographic skew towards younger users, it is unsurprising that opposition to mandatory military service is prevalent, as younger generations are often more vocal about individual freedoms and modern societal values (van Den Eijndenet al., 2021). At 8%, neutral opinions reflect the platform’s tendency towards brief, opinionated content, where users are encouraged to take a stance quickly. The data from this bar chart reflects the diversity of opinion shaped by the nature of the social media platform. Social media theories, such as the uses and gratifications theory (Katzet al., 1973), may help explain these differences. Users engage with each platform differently: Facebook fosters community-building, Twitter emphasizes public debate, Reddit promotes niche community discourse, YouTube supports in-depth exploration, and TikTok offers brief, rapid interactions. Each platform’s design affects how military service is discussed and how much support or opposition is voiced. Moreover, echo chambers (Sunstein, 2001) could be at play, where users on a given platform primarily interact with like-minded individuals, reinforcing their opinions. For instance, YouTube’s algorithm-driven content suggestions may push users towards videos aligning with their existing views on military service, resulting in a higher percentage of opposition.

Fig. 2. Distribution of military service opinions across different social media platforms.

This chart visualizes the varying opinions on military service across different social media platforms. The notable opposition to military service reflects a broader societal shift, particularly among younger users, who are increasingly skeptical of state-enforced obligations. The differences observed between platforms emphasize the importance of considering their unique cultural and structural dynamics when analyzing public opinion data.

Results and Analysis of Outcomes Concerning Proposed Communication Channels

Criticism is predominant across all five platforms, with more users expressing negative opinions than positive ones. TikTok faces the most criticism, while YouTube maintains a more balanced ratio of support and criticism. The scarcity of neutral opinions across all platforms suggests that people tend to hold strong views about social media, either favoring or disapproving of it.

Fig. 3 features MORH (Ministry of Defence of the Republic of Croatia) At the top, symbolizing the official government body responsible for overseeing, regulating, and managing the Croatian Armed Forces. Also, outlines a hierarchical structure that emphasizes formal and informal dissemination methods. At the top of the hierarchy are the Official Institutions of MORH, which act as the primary source of authority and information. This institution likely refers to a governmental or military body formulating official narratives, policies, and communications regarding defense and related matters. From a theoretical perspective, the role of these official institutions aligns with Weberian concepts of bureaucracy, where centralized organizations ensure control and uniformity in message distribution (see Waters, 1989; Weber, 1978). The official institutions hold a position of legitimacy and power, establishing them as the gatekeepers of information dissemination. All communications, whether intended for the general public or specialized interest groups, are initiated from this central source. Beneath the central authority, we find the social media and veteran groups level. This tier represents an intermediary network that bridges the official institutions and the wider public or specialized audiences. Social media platforms facilitate quick and widespread communication, allowing official messages to reach a broad audience. Meanwhile, veteran groups serve as critical stakeholders whose involvement may be instrumental in shaping the reception of defense-related communication, particularly within specialized or military-affiliated communities. Regarding media theory, this intermediary level functions as an example of networked communication, where audience interaction and information dissemination are decentralized (Castells, 2010). Social media, in particular, exemplifies a space where government institutions can engage with users directly while allowing veteran groups to play an advocacy or interpretative role. Veteran groups may amplify messages or translate them into language and contexts that resonate with their members, ensuring greater alignment with the values and experiences of former military personnel. Forums and Specialized Portals are designed for niche communities, often where in-depth, expert-level discussions occur. Forums, characterized by user-driven discussions, are spaces for more technical or specialized discourse. For example, veterans and defense enthusiasts may engage in debates or analyses related to military operations, defense policies, or national security. Media Portals represent traditional and digital news outlets where official announcements are published. Media portals serve a broad audience, ensuring that news and information reach the general public. These portals may include mainstream news websites and blogs, often as intermediaries between the government and public opinion. YouTube Channels emphasize visual communication, where information is disseminated through video content. Government bodies and veteran groups may use YouTube to post interviews, documentaries, or instructional videos, making content more accessible through audiovisual formats. YouTube is a key part of multimedia engagement strategies, where information is disseminated in an easily consumable format that appeals to a wide demographic. Multiple platforms in the diagram align with multimodal communication, as discussed in media studies (Kress & van Leeuwen, 2002). Each platform caters to different audiences and communication styles, increasing the likelihood that official information will reach its intended audience through diverse means. By leveraging forums, media portals, and YouTube, the official institutions of MORH can engage both specialized experts and mass audiences. The hierarchical structure of the diagram implies a top-down flow of information, with official communications starting at the central institution and cascading through various intermediaries before reaching the public via forums, media portals, and YouTube. This structure suggests a controlled dissemination model, where the official narrative is first communicated to intermediary groups (social media and veteran organizations) and then broadcast through various channels. This top-down flow reflects agenda-setting theory (McCombs & Shaw, 1967), which argues that the media and institutions set the agenda for public discourse by selecting and prioritizing issues. In this case, the official institutions of MORH are in a position to influence what information is discussed and how it is framed across social and digital media channels. However, the presence of social media and veteran groups in the middle tier suggests some degree of feedback and interaction, as these groups may provide responses or reinterpretations of the official message.

Fig. 3. MORH’s multichannel communication strategy.

The diagram presents a hierarchical communication structure used by the official institutions of MORH to disseminate information through various channels, including social media, veteran groups, forums, media portals, and YouTube channels. By engaging multiple platforms, the institutions ensure that their message reaches both specialized audiences and the general public while allowing for the potential of audience interaction and engagement through social media and veteran groups. This structure underscores the importance of networked and multimodal communication in modern information dissemination. In governmental or defense-related communication, it is crucial to maintain control over the official narrative while engaging with various stakeholder groups and utilizing various platforms to reach diverse audiences. The model aligns with traditional bureaucratic message control principles and modern theories of digital engagement and media diversity.

Image

The image of the OSRH (Croatian Armed Forces) plays a crucial role in cultivating citizens’ trust, enhancing the nation’s international reputation, and fostering a sense of patriotism and national pride. A professional and efficient military, viewed as capable of protecting the state and its citizens, significantly contributes to Croatia’s overall security and stability.

Based on the definitions of public relations, alongside the activities they undertake and the contexts in which they operate, it is evident that public relations significantly contributes to the professionalization and democratization of the public communication process. Scholars note that the respect government officials and business leaders have for the public has grown, partly due to the influence of public relations, which enhances their social responsibility. Moreover, public relations encourages organizations to prioritize the common good and support the public information system, which are crucial components of a democratic society. Additionally, public relations efforts have fostered greater public support for organizational leaders, linking this support to an increased sense of social responsibility and a commitment to setting a positive example through their conduct (Cutlipet al., 2003).

Skoko (2004) aligns with numerous authors who assert that public relations are essential in facilitating citizens’ access to information. Public relations professionals cultivate familiarity and understanding, foster discussion, and encourage the expression of diverse opinions in the competitive marketplace of ideas. By establishing public forums that amplify all voices—especially those of the homeless and marginalized, who often receive little media attention and lack the training to advocate for themselves—public relations play a vital role in society by ensuring these perspectives are heard.

Over the past two decades, the Armed Forces of the Republic of Croatia have undergone extensive reforms to align with NATO standards. This transformation has been primarily motivated by the nation’s goal of achieving full membership in the European Union and NATO as swiftly as possible (Šimunović, 2015). During this time, the Croatian Army has established itself as a leader in contributing personnel to peacekeeping missions around the globe. This active engagement has facilitated the transformation of the Armed Forces and bolstered Croatia’s standing in the international community. A notable outcome of this enhanced reputation was Croatia’s election to the Security Council in 2008 (Božić, 2018).

The military image of the Armed Forces of the Republic of Croatia (OSRH) consists of multiple components that shape perceptions of these forces both domestically and internationally. Fig. 4 reflects how the Armed Forces are viewed in terms of their appearance and actions by the public, allies, and potential adversaries.

Fig. 4. Balancing factors in military strategy and national defense policy.

In contemporary discourse on military sociology and public relations, the concept of reciprocity between military identity, operations, and public perception emerges as a critical area of study. This model underscores the intricate balance required to maintain a positive image of military forces in the eyes of both the domestic populace and the international community. Central to this discussion is the role of technological advancement and the quality of military equipment, often viewed as barometers of a nation’s military capabilities. Integrating modern technology augments the effectiveness and precision of military operations and minimizes risks associated with combat, enhancing public and international confidence in a country’s defense systems. The presence of cutting-edge military equipment is emblematic of a nation’s dedication to sustaining a formidable defense posture. This commitment is pivotal in crafting the military’s image and, by extension, shaping the nation’s global standing. Moreover, effective public communication is paramount in cultivating a positive military image. A transparent engagement with the public, coupled with the dissemination of information during crises and a demonstration of the military’s efforts on both domestic and international fronts, can fortify a more reliable and esteemed image. The visibility of military forces in public events or media further underscores their role within society, promoting healthier civil-military relations. Additionally, the professionalism and competence of military personnel play an indispensable role in molding public opinion and garnering international respect. The demeanor and expertise of these individuals during operational and civilian engagements are instrumental in defining the military’s stature internally and on the global stage.

Beyond its traditional defense role, a military’s involvement in humanitarian efforts and crisis management within its borders significantly bolsters its image as a beneficial societal force. Participation in such activities not only accrues public trust but also underscores the military’s utility beyond combat, highlighting its role as a protector and aide in non-military contexts. Engagement in international military organizations, such as NATO or UN peacekeeping missions, and joint military exercises indicate a nation’s commitment to global peace and security. Such activities elevate a military’s reputation abroad and demonstrate its competence and willingness to collaborate with international forces. Furthermore, the military’s role as a guardian of national history and tradition contributes to its public image. Upholding traditional values and respecting a nation’s military legacy fosters a sense of patriotism and pride, enhancing the military’s image within the broader societal context. In conclusion, the reciprocity model between military identity, operations, and public perception necessitates a multifaceted approach to maintain and enhance the military’s image. This involves a combination of technological superiority, professional and competent personnel, effective public communication, involvement in societal and international activities, and a respect for historical legacy. These elements collectively contribute to perceiving the military as a pivotal societal institution.

In the context of branding and fostering a positive image in the security and defense sector, the case of NATO stands out. NATO has acknowledged the importance of its brand in enhancing its perception within the Alliance and on a global scale. This was viewed as a means to raise public awareness and understanding of NATO, underscoring the significance of cultivating trust and public support (NATO, 2021). The influence of the defense industry on national branding strategy and its alignment with the strategy is exemplified in the research of Danilova and Vorozhtsov (2018) concerning Russia. Furthermore, the state’s branding strategy, particularly its international communication, and impact on external factors, can be examined through the lens of Nye’s (2012) concept of Soft and Smart power (Skoko & Kovačić, 2009) or Sharp power (Walker, 2018).

The Media’s Influence on the Image of the Armed Forces of the Republic of Croatia

Stone posits that relations’ essence lies in its systematic and continuous endeavor to cultivate and maintain effective communication and mutual understanding between an organization and its stakeholders (Stone, 1995). The Croatian Army’s vision is to establish itself as a recognizable and respected institution. A crucial aspect of building a positive image, including that of the Croatian Army, lies in effective media exposure. The media landscape has transformed significantly since the first half of the last century. Initially dominated by mass-printed media, it has increasingly shifted toward electronic formats, which play a pivotal role in shaping public perception.

While certain media may hold advantages over others—such as the Internet, which has largely surpassed newspapers, television, and radio—none are so predominant that they entirely displace their counterparts. Printed media, including newspapers and magazines, continue to offer distinct benefits, such as broad accessibility, flexibility, affordability, and a longer “shelf life,” given that they provide permanent records that can be revisited over time.

Electronic media provide the fastest access to the public, particularly for informative, thought-provoking, and orientation-based messages. The emergence of the Internet has democratized and individualized media content. Furthermore, the variety of communication methods has expanded, and the speed of information flow from the source to the recipient has dramatically increased. The Internet has become the most influential medium, available around the clock, and people increasingly turn to it for news. Malović states that:

The media have a social responsibility to report truthfully and verify their information; they must face consequences for unverified or false claims. They have to serve the public; if they fail in this responsibility, society has the right to hold them accountable for their actions (Malović, 2005, p. 54).

Depending on their application and intended purpose, media can provide substantial advantages to the Croatian army and act as a powerful instrument for shaping public opinion. In contemporary society, various forms of media play a critical role in constructing public sentiment. According to Skoko (2004), public communication often hinders the complete democratization of the communication process. In totalitarian societies, existing legal regulations serve as a significant barrier. Conversely, in democratic societies, such regulations should not impose restrictions but support democratization. The media, which play a vital role in creating, marketing, disseminating information, and facilitating two-way communication, are frequently scrutinized. Unfortunately, control over the media and access to it largely remains the domain of a small elite within society.

Media outlets present a unique perspective on events shaped by their ownership and interests. Citizens should engage with various sources to recognize manipulation and distinguish truth from falsehood. Often, media provides abbreviated information that can distort reality, leading viewers to absorb inaccurate portrayals. Consistent access to transparent and factual information about the Croatian Army’s activities can help build public trust, even amidst controversies influenced by politics.

Discussion

Some individuals may choose not to engage in military service¹1 https://www.britannica.com/topic/conscientious-objector (access: 01.09.2024). for various reasons. Conscientious objectors are individuals who refuse to bear arms or participate in military training and service. Their objections may arise from diverse religious, philosophical, or political beliefs.²2 https://www.britannica.com/topic/conscientious-objector (access: 04.09.2024). Article 18 of the UN Declaration of Human Rights states:

Everyone has the right to freedom of thought, conscience, and religion; this right includes the freedom to change one’s religion or belief and the freedom, either individually or in community with others, to publicly or privately express one’s religion or belief through teaching, practice, worship, and observance.³3 https://www.un.org/en/about-us/universal-declaration-of-human-rights, članak 18 (access: 04.09.2024).

The appeal of conscience was initially restricted to individuals who objected to bearing arms on religious grounds. However, this definition has since broadened to encompass anyone whose beliefs inhibit them from carrying weapons. Vinen (2015) observes that the appeal of conscience was commonly associated with those holding religious objections or opposing the war, but it later included specific government actions. In recent years, the actions of governments around the globe have significantly shaped citizens’ perspectives on the enhancement of their military forces.

The discourse regarding the potential reintroduction of mandatory military service in Croatia has generated a spectrum of opinions among the youth, significantly influenced by their individual, social, and political ideologies. Examining social media content reveals three distinct categories of opinion: those opposed to conscription, those favoring it, and those adopting a neutral stance.

A majority of young individuals, approximately 65%, oppose mandatory military service, as illustrated in Fig. 5. Critics assert that such measures encroach upon personal liberties and argue that military service should be a voluntary commitment rather than a state-imposed obligation. Many view conscription as an anachronism, advocating for more contemporary approaches to national security and emphasizing the necessity of reallocating financial resources to other sectors. Conversely, around 25% of youth support mandatory military service, citing practical and patriotic considerations. Proponents argue that compulsory military service can facilitate the development of discipline, physical fitness, and essential skills such as teamwork and organizational capabilities, which enhance personal and professional effectiveness. Additionally, some young individuals perceive military service as contributing to national security and defense. Supporters contend that mandatory military service could reinforce national identity and cultivate a sense of community. Furthermore, they posit that such service could provide structure and guidance for those uncertain about their career or personal aspirations, viewing it as an avenue for personal growth and developmental orientation. About 10% of young people maintain a neutral or ambivalent stance on the issue of military service. Their comments often center on questions related to its practical implementation and propose various alternatives. For instance, some suggest civil service, allowing individuals to contribute to society through volunteering in public institutions or humanitarian organizations.

Fig. 5. Survey of young people (18–25 years old) in Croatia on social media comments about the reintroduction of military service.

Furthermore, they examine the economic implications of military service on the state and how it might impact other sectors, such as education and the labor market. The debate over conscription also raises significant questions regarding freedom of speech and ethical decision-making. Freedom of speech, a fundamental right enshrined in the Constitution of the Republic of Croatia, empowers citizens to express their opinions on matters of national importance, including military service. This right is crucial for fostering an open democratic discourse in which various arguments and viewpoints can be respected. However, there is a risk of freedom of speech being abused, for example, through spreading misinformation or politicizing topics that could sow social divisions or instill fear in young people. Ethical decision-making necessitates the responsible exercise of freedom of speech, ensuring that debates are grounded in facts and objective analysis rather than emotive or manipulative rhetoric.

Introducing mandatory military service in Croatia has ignited many opinions among young people. Opponents argue that it violates personal choice, raises concerns about economic feasibility, and is at odds with modern security strategies. Conversely, supporters view military service as an opportunity for personal growth, the cultivation of discipline, and a valuable contribution to national security. Impartial commentators emphasize the necessity for comprehensive discussions and an in-depth analysis of the economic and social implications before making a definitive decision. It is essential that this dialogue occurs in the spirit of free expression and carries a sense of responsibility toward society in order to achieve the best possible outcome for Croatia.

For military public relations in the Armed Forces of the Republic of Croatia to effectively address modern communication challenges, they must become more agile and proactive. The internet has had a profound impact, providing a fast and convenient means of communication and access to information. Social networks have emerged as a global communication phenomenon, attracting many people due to the innate human interest in social interaction (Grbavac & Grbavac, 2014). Social networks are distinguished by their universal communication, common interests that draw people to specific groups, and direct communication with target audiences. They significantly reduce the time it takes to send and receive messages, making news dissemination nearly instantaneous.

Fig. 6 illustrates the key factors that shape perceptions of the military sector, particularly concerning digitization and targeted population segmentation. It is divided into two main sections focusing on communication and image-building strategies, each containing interconnected sub-factors contributing to the overall reputation-building strategy. The primary framework emphasizes the significant impact of digitalization and social media on communication methods. Digitalization is essential for transforming military communications and facilitating more profound engagement with target audiences through innovative technologies like virtual reality (VR) and augmented reality (AR).

Fig. 6. Digital strategies for targeted communication and social engagement.

Recent technological advancements allow the military to create immersive experiences that enhance user engagement and visibility. By integrating virtual reality (VR) and augmented reality (AR) technologies, the military can develop experiences that significantly bolster educational and recruitment efforts. In academic research, VR and AR are recognized as effective tools for promoting various sectors, including the military, by offering realistic simulations. Furthermore, digitalization enables personalized communication, allowing messages to be tailored to individual users or specific audience segments. This personalization has become a crucial aspect of modern communication strategies, fostering a deeper emotional connection between the military and the public. Recent technological advancements allow the military to create immersive experiences that enhance user engagement and visibility. By integrating virtual reality (VR) and augmented reality (AR) technologies, the military can develop experiences that significantly bolster educational and recruitment efforts. In academic research, VR and AR are recognized as effective tools for promoting various sectors, including the military, by offering realistic simulations. Furthermore, digitalization enables personalized communication, allowing messages to be tailored to individual users or specific audience segments. This personalization has become a crucial aspect of modern communication strategies, fostering a deeper emotional connection between the military and the public.

This approach fosters trust and loyalty by targeting specific demographic segments through influencers and socially responsible initiatives. Identifying key groups that shape public perception is crucial, as influencers effectively promote military values. By aligning military efforts with sustainability initiatives, humanitarian projects, and community support, organizations can enhance their image and demonstrate a genuine commitment to societal interests. The diagram illustrates how modern communication strategies integrate digital innovation with targeted engagement. Emphasizing personalized communication through virtual reality (VR) and augmented reality (AR), this strategy empowers organizations to strengthen their public image and cultivate positive relationships with their audience.

The mind map in Fig. 7 provides a structured representation of crucial data regarding the usage of social media platforms by Croatian youth, focusing on projected trends for 2024. This diagram categorizes pertinent information systematically, offering insights into the market share and demographic profiles of the predominant social media platforms in the country. In the 2024 Croatian digital landscape, Facebook has emerged as the dominant social media platform, capturing an 81% market share. With over 2.11 million registered users by 2023, it has become the preferred choice for social networking. The user demographic on Facebook is primarily concentrated within the 24 to 25-year-old age group, indicating significant engagement among young adults. Notably, males constitute 14% of the platform’s user base within this age bracket, highlighting specific demographic patterns in platform utilization. The data indicates that Facebook maintains a strong foothold in Croatia’s digital landscape. Facebook’s sustained dominance is due to its diverse content and engaging social interactions, even with competition from other platforms. Instagram is the second most popular platform in Croatia, holding an 8% market share, and is increasingly favored by younger users who prioritize visual content like photos and videos. Features such as Stories and Reels enhance its appeal. With a 4.7% market share, Pinterest targets a niche audience interested in hobbies, design, and inspiration. Despite its smaller presence, Pinterest has cultivated a community focused on creative ideas and project planning, emphasizing content curation over general social interaction. Effective communication strategies strengthen the emotional connection between the military and the public. Targeting specific population segments through influencers and socially responsible initiatives can foster trust and loyalty. Identifying key groups influencing public perception is vital, as these influencers promote military values. Aligning efforts with sustainability and community support enhances the military’s image and demonstrates commitment to societal interests, which is crucial for reputation management. The diagram illustrates how modern strategies blend digital innovation with targeted engagement, emphasizing personalized communication through VR and AR technologies. The mind map illustrates the hierarchy and market distribution of social media platforms in Croatia, highlighting how young users engage with them. Facebook remains dominant, while platforms like Instagram, Pinterest, and Twitter cater to specific user preferences, driving increased social media usage among youth. The diagram showcases how social media influences youth culture and emphasizes diverse user preferences. Organizing the information in a mind map format allows for a clear comparison between platforms, revealing the dominance of certain players and the variety within the social media landscape.

Fig. 7. Mobile trends impacting youth in Croatia, 2024.

Conclusion

The Republic of Croatia has a long-standing tradition of public relations within its defense system, but its narratives often lack dynamism, proactivity, and coherence in its narratives. The military’s unique missions and use of taxpayer-funded weapons necessitate greater accountability from policymakers and public relations personnel. They must effectively inform the public about military operations and build trust. Due to its size and complexity, modernizing military relations with the public to match current communication trends is challenging. All individuals involved in military public relations in the Armed Forces of the Republic of Croatia must work diligently to build public trust. This includes engaging youth to join the military, justifying investments in equipment, and promoting the armed forces internationally.

This research enhances our understanding of how social networks promote military systems, a relatively unexplored area in defense studies. It highlights the role of social media in military operations. It provides valuable insights for policymakers, helping shape military policies and boosting confidence in decisions made by the Ministry of Defense. In the 21^st century, modern communication technologies make it hard to imagine interaction without the Internet and social networks. The fast-paced lifestyle demands real-time information exchange, necessitating military relations with the public to adapt to these new communication methods. The timely dissemination of important news highlights the need for quick access to information. Internet portals and social media are ideal for this, allowing rapid engagement with a broad audience in a cost-effective manner. These platforms serve as effective tools for sharing messages and opinions. However, this fast-paced communication environment also presents challenges that require careful assessment and planning. This research investigates the impact of social media on announcements regarding the proposed introduction of compulsory military service in 2025 and its influence on Croatia’s younger population.

The study seeks to enhance the positive image of the Armed Forces of the Republic of Croatia. While the public appreciates the military, support for budget increases is limited. The Croatian Army enjoys strong public loyalty and is recognized for its role in regional security and its impact on younger generations, fostering patriotism and a desire for freedom. Key aspects of the military’s identity include being a victorious, well-equipped force that engages with the community and assists during crises while promoting values from the Homeland War of the 1990s. To modernize recruitment, the army should leverage new technologies, especially social media, to connect with citizens and target groups as the global security landscape evolves. In today’s information landscape, the Armed Forces of the Republic of Croatia must effectively adapt their strategic communication and public relations to address evolving challenges and align with global events.