Marko Biočina
Episode · #95
50 NIJANSI ZELENE Marko Biočina
Guest Marko BiočinaHosted by Julije DomacMay 3, 2026
Marko Biočina
About this episode
What you'll hear in this conversation
Marko Biočina, executive editor at Jutarnji list, found his focus on energy by accident. A young journalist, he was sent to cover a business transaction in the sector when a colleague was unavailable. This chance assignment led him from fossil fuels to the green transition, shaping his career. Now, he observes a paradox: despite the energy sector's financial power and its central role in global shifts, specialized energy journalism in Croatia is scarce. Biočina argues that this gap hinders public understanding and engagement, making journalists 'translators' between experts and the wider audience. His perspective challenges the idea that expertise alone is enough; the ability to communicate it is just as vital.
Insights from the conversation
What to take from this episode
01
Marko Biočina's entire career in energy journalism began with a single, unexpected assignment when a colleague was unavailable. He had no prior interest or background in the field, yet that one task led him to become a specialized editor. The lesson is that sometimes the most enduring professional paths are discovered through necessity, not initial design.
02
The scarcity of specialized energy journalists, a count Biočina puts at perhaps four or five in Croatia, is a direct result of shrinking newsrooms and the media's own difficult transition. This isn't merely an internal media challenge; it leaves vital, complex sectors like energy without adequate "translators" to engage the wider public.
03
For a long time, the "energy community" held an attitude that "we are experts, we do our job best, and we see no need to explain technical matters to the wider public." This historical insularity created a communication gap, demonstrating that even critical sectors must actively translate their work, rather than expect the public to simply grasp it.
04
What primarily shifted corporate communication in the energy sector wasn't a sudden public relations awakening, but the pressure of liberalization. Market competition "definitely brought change," forcing companies to engage with consumers in ways they never had to when they were monopolies. When you have to compete for a customer, you have to talk to them.
05
A welcome shift is the rise of a "whole new generation of experts" from academia and institutions, who are "very engaged" in communicating with the public through media and social networks. The long-term health of any complex industry depends on cultivating these public voices, ensuring there are enough "translators" to bridge the gap between technical knowledge and broad understanding.
06
Croatia's "relatively high" share of renewable electricity, primarily thanks to its long-standing hydropower plants, masks a paradox: a significant portion of its heating still comes from firewood. While technically a green source, as Biočina notes, it's "not in the way we'd like to see it." Headline green statistics often hide deeper, less desirable energy realities.