My work is grounded in Pierre Bourdieu’s sociology of culture, particularly his concepts of cultural capital, symbolic capital, legitimacy, and misrecognition. I am interested in how power operates most effectively when it is not named—when hierarchy appears natural, taste appears instinctive, and authority appears self-evident. These ideas shape how I approach fashion, media, leadership, and organizational communication as social systems rather than neutral practices.
While my academic work engages explicitly with sociological theory, much of my writing focuses on translating these ideas into accessible cultural analysis. Rather than teaching theory, I use it as an interpretive lens to make visible the unspoken rules that govern everyday professional and cultural life. This approach allows me to analyze fashion, public relations, and organizational communication in ways that are analytically rigorous but readable beyond academic audiences.
Alongside academic publications, I write cultural commentary that examines how communication, media, and fashion shape contemporary understandings of power, identity, and belonging. My writing often uses familiar cultural moments—campaigns, films, institutions, and professional practices—as entry points for understanding how authority is produced and sustained.
Academic Background and Career
I hold a PhD in Marketing, Public Relations and Communications (Leeds Beckett University, Leeds Business School, UK, 2019), a PhD in Sociology (University of Zagreb, Faculty of Humanities and Social Sciences, Department of Sociology, Croatia, 2013), Postgraduate Diploma in Media and Journalism (City University London, UK, 2007), BA in Political Science (University of Zagreb, Faculty of Political Science, Croatia, 2003), and BA degree in Journalism (University of Zagreb, Faculty of Political Science, Croatia, 2003). A PhD in Sociology defines me, my research, and my worldview. Doing a PhD in Sociology was the best decision I ever made, and I never looked back!
I worked as a journalist for several years in the print media in Croatia, Slovenia, and Italy (2003-2009). Since 2007, I have worked in academia. At first, I worked as a research fellow and teaching assistant at the University of Zagreb (12/2007-12/2013), and then as a Graduate Teaching Assistant at Leeds Beckett University (07/2014-05/2016). From May 2016 to December 2017, I worked as a Lecturer in Public Relations at Leeds Beckett University, where I taught a variety of modules/courses in Journalism, Public Relations, and Marketing. From December 2017 until September 2021, I worked as a Senior Lecturer in Public Relations, and from September 2021 to November 2023, I worked as a Reader at Leeds Business School, Leeds Beckett University. Since October 2023, I have worked as an associate professor in public relations leadership at the University of Alabama, College of Communication and Information Sciences, Department of Advertising and PR, United States.
I was an author and project lead of the ‘Women in the UK’s Advertising Industry’ project (funded by the British Academy), ‘Women in Journalism’ (HEFCE funded), and ‘Working-class Students and the Higher Education in England’ (HEFCE funded). I also led the ‘Women in Public Relations’ project (EUPRERA, 2018-2021), and I currently lead the EUPRERA research network on ‘Women in PR’. I was also a research lead for the #WECAN project (Women Empowered through Coaching and Networking), funded by the European Social Fund and the Department for Work and Pensions.
I have worked on several research projects, i.e., UNESCO Media Development Indicators (2008-2009), FP7 Identities and Modernities in Europe (2009-2012), European Commission’s Public Service Employment project (2017), and COMPETE IN project funded by the European Commission (2019-2021).
I am editor-in-chief of Corporate Communications: An International Journal and editor-in-chief of a book series I established with Emerald, ‘Women, Economics and the Labour Relations’. In addition to that, I am the editor-in-chief of the ‘Northern Lights: A Film & Media Yearbook’. Finally, as a result of a program of projects I authored and led on women in mass communication industries, I authored and lead a Comms Women Advocacy Initiative championing women and those who support women. I am co-editor of the Routledge book series, New Directions in PR and Communication Research.
At the University of Alabama, I teach Fashion Advertising and Public Relations, Leadership and Professional Ethics, Advertising and PR Management, and Skills for Success (Organizational Behavior and Social and Cultural Capital), integrating sociological theory, cultural capital, and organizational analysis.
Previous Research
My previous research explored issues such as the position of women in mass communications industries (advertising, PR, journalism) in the UK, focusing particularly on women’s behavioral and communication styles and career progression. In that, I conceptualized the concept of ‘blokishness’ and argued that only women who embrace what is culturally known as masculine communication and behavioral styles go ahead in their careers as they become ‘one of the boys,’ thus joining the masculine habitus (Bourdieu).
Equally, in my previous work on corporate social responsibility, I explored how the press writes on CSR, linking this to the behavior of journalists, particularly regarding sourcing stories and how journalists write about environmental issues and economic growth, arguing that the two do not go together and that CSR is a smokescreen for capitalism, with advocates for CSR being ‘CSR cheerleaders’ who perpetuate environmental destruction and exploitation of natural resources. I have also explored the issue of social class and have consistently argued that equal societies are better for everyone, but this will not be achieved unless we start tackling the issue of class and poverty whenever and wherever we can find it.
Current Research
My current research looks at the campaigning efforts of the UK Government and how the campaigning affected the behavior of the British public in the early 20th century. I am also leading a study on psychopathy, sociopathy, and leadership, examining mass communication practitioners (PR and advertising specifically) in the US and the UK. In addition, I am researching lifestyle issues in mass communication industries, particularly with respect to food choices and eating in workplace contexts.
This website contains information about my scholarly and professional work and my blog. The blog is a cultural and communication commentary, including book reviews, film and television reviews, and fashion, all of which are my passions (aside from cats!).
Full work experience is available on my LinkedIn Profile.
Disclaimer
This is a personal website, and what I write here has nothing to do with my paid work, i.e., views expressed here are mine only and do not necessarily relate to my employer and/or institutions I am affiliated with. Everything I publish on this website is my own choice, and I am not paid for running this website or writing a blog.