The theme of this thesis is the analysis of the dynamics of image development and the transformation of celebrities over time, starting from their first media appearances to the present day, using Joško Lokas as a case study. The theoretical segment includes an overview of relevant literature addressing the phenomenon of celebrities and their images, with a special emphasis on communication model described by the author Em Griffin. The principles of communication within this model provide a foundation for understanding the interaction of celebrities with the audience and the media, as well as the impact of these interactions on their public perception. The research part focuses on analyzing the communication strategies of the selected celebrity, applying the relevant communication analysis model. The study uses qualitative content analysis and audiovisual forms, including newspaper articles, interviews, and selected shows and podcast appearances of the chosen individual. Additionally, the research includes a qualitative analysis of an in-depth interview with the selected celebrity, offering insight into their personal strategies and experiences in managing their public image. By combining theoretical principles with qualitative analysis, the thesis explores the process of image formation of the celebrity using the selected example, examining the connection between the media channels that contributed to their popularity and how they are perceived by the media. This synergistic approach to theory and media text aims to provide a deeper understanding of the complexities of constructing the images of celebrities and the dynamics of their media representation.