Abstract Book of the 5th World Conference on Media and Communication
Year: 2025
DOI:
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Algorithmic Influence and Social Media Discourse in Military Marketing: Insights from A Case Study
Marija Gombar
ABSTRACT:
This study explores how algorithmic targeting and social media discourse shape public perceptions of military service, focusing specifically on the recruitment strategies employed by the Croatian Armed Forces. Utilizing qualitative methods, including discourse and content analysis, the paper investigates how personalized, algorithm-driven content aligns military narratives with the values of different audiences. Key themes discussed include the role of social media algorithms in disseminating military content, the creation of echo chambers that significantly influence public attitudes, and the strategic framing of messages designed to resonate with specific groups. The research underscores how algorithmic personalization tailors military messaging to youth’s demographic and psychographic traits, effectively promoting narratives centered around patriotism, personal growth, and community engagement. By analyzing military campaigns on popular platforms like Facebook and Instagram, the study reveals the considerable impact of digital technologies on recruitment outcomes and the formation of public opinion. The findings suggest that algorithmic targeting and emotionally engaging storytelling can significantly influence audience perceptions, cultivating favorable attitudes toward military service while reinforcing existing beliefs within closed social networks. Ultimately, this paper contributes to ongoing discussions about the ethics and efficacy of algorithmic influence in public sector communication and offers recommendations to improve social media recruitment strategies while maintaining audience autonomy. This study provides valuable insights into the intersection of technology and public sector communication, highlighting practical strategies for leveraging algorithmic targeting in ethically responsible ways.
Keywords: algorithmic personalization, echo chambers, emotionally engaging storytelling, ethically driven communication,youth engagement