The vertical and horizontal dimensions in the social construction of leadership: A case study on the social media followers of the Croatian politicians Zoran Milanović and Miro Bulj

This research examines the social construction of political leadership by media followers two Croatian politicians, president Zoran Milanović, and mayor Sinj, Miro Bulj, within context celebrity politics populism. Through interaction between theory analysis, we integrate elements that construct into what distinguish as vertical (extraordinary) horizontal (ordinary) dimensions, adding populism an element both dimensions. analysis is grounded in qualitative content 20 interviews with politicians’ Facebook followers, empirically showing neither one dominating leadership, putting focus on importance balance dimensions verticality horizontality, modesty allowing for mediation extraordinary ordinary. Equally important position a perfect horizontality (and leader) cannot be achieved. In short, shown to paradoxical but not contradictory, it always imperfect reconciliation