Институције Европске уније у електронским медијима у Србији
The European Union institutions in the electronic media in Serbia
Doktorand
Krstić, Aleksandra R.Mentor
Stojković, BranimirČlanovi komisije
Veljanovski, RadeValić Nedeljković, Dubravka
Kovačević, Bojan
Metapodaci
Prikaz svih podataka o disertacijiSažetak
У докторском раду се раѕматра однос комуникационих активности институција Европске уније и електронских медија у Србији, у иѕвештавању о ЕУ темама...
The dissertation analyzes the relationship between communication activities of
the European Union institutions and electronic media in Serbia regarding the EU topics.
The research object is the EU (European) topic reported in the main newscasts of
national and local or regional radio and TV stations and daily news of web portals in
Serbia on one side, and in audiovisual services of the EU political institutions, on the
other. Starting from the theoretical concept of media logic and the meditatization of
politics, the author explores mediatized political communication of the EU institutions,
achieved through their audiovisual services from technical, organizational and editorial
aspects. Empirically researching the visibility of the EU topics and the ways they have
been reported in the EU audiovisual services and Serbian electronic media, the aim of
this dissertation is to explain if and why there has been a gap between the EU
ТЧstТtutТШЧs’ МШЦЦuЧТМКtТШЧ КМtТvТtТОs КЧН tСО EU rОpШrtТЧР ...ТЧ tСО electronic media in
Serbia. For that purpose, content analysis of the EU topics in three EU audiovisual
services and thirty one electronic media in Serbia has been conducted, as well as indepth
interviews with editors and editors-in-chief of the audiovisual services in the EU
institutions.
The EU institutions are analyzed not only as relevant sources of information in
the media reporting or political institutions whose main task is to create legislative
system and various policies in the EU, but primarily as creators of media content.
Considering this framework, the author analyzes the way communication activities of
the EU institutions have been mediatized, as well as the effects such practice, regarding
the media content production and distribution, might have on the EU topТМs’ vТsТЛТХТtв ТЧ
the Serbian electronic media.
The main argument of the dissertation is that the European Union, through
audiovisual services of the EU Commission, the European Council-Council of the EU
and the EU Parliament, does not manage to impose the EU topics in the Serbian
electronic media, because both the audiovisual content and the form of its distribution
differ from the dominant EU reporting practices in the Serbian electronic media.
Applying institutional argumentation, the dissertation explains how and why the
production and distribution of EU topics in sampled media in Serbia and in the EU
ТЧstТtutТШЧs’ КuНТШvТsuКХ sОrvТМОs СКvО ЛООЧ prТЦКrТХв ТЧПХuОЧМОН Лв tСОТr ТЧstТtutТШЧКХ
frameworks.
Set on the basis of defined object and aims of the research, proposed hypotheses
and the model of arguments, the relevant theoretical framework has been discussed. In
broader sense, the theoretical part of the dissertation looks into the relations between
media and politics, and more concretely it analyzes the mediatization of politics and its
ЦШst ТЦpШrtКЧt pКrКНТРЦs КЧН МШЧМОpts. TСОШrОtТМКХ МШЧМОpts ШП ЦОНТК sвstОЦs’ ЦШНОХs
and journalistic cultures have been also presented. Once the methodological approach
has been established, the communication activities of the EU and its main institutions
have been presented, as well as the relevant scholarly findings regarding the EU
reporting practices in the European media and the media in the Western Balkans region.
The main characteristics of the broadcast market and media system in Serbia have also
been portrayed.
The research findings show that the media content produced by the EU
audiovisual services has been deeply determined by political agendas of the EU
institutions. Following political or institutional agendas, the services function according
to certain rules and principles of the institutions they have been established by and
financed from, mostly representing the work of EU officials and their everyday
activities. More specifically, the EU topic in the EU Commission audiovisual service is
perceived as the role of this institution in solving current issues, problems and
challenges in the EU and its contribution to the development of cooperation in various
social and economic aspects. For the audiovisual service of the EU Parliament, the EU
topic is МШЧsТНОrОН Кs rОprОsОЧtКtТШЧ ШП tСО ЈКrХТКЦОЧt’ ЦКТЧ ЛШНТОs КЧН КМtТvТtТОs ШП tСО
members of its committees, political groups and the president. The audiovisual service
of the European Council-Council of the EU represent the EU topics regarding the role
of this institution in decision-making processes that affect the EU member states, as
well as the countries which are not members of the EU. Considering the editorial
decision-making, the editors of the audiovisual services regularly communicate with
higher authorities in each EU institution and that is why they cannot independently
decide about the media content production, since their decisions are influenced by a
certain institutional framework.
Contrary to audiovisual services of the EU institutions, the EU topics in the
Serbian electronic media have been rarely reported – less than 5 per cent in the overall
newscasts of TV and radio stations and daily news of web portals. Regardless the
differences between various types of electronic media, the EU topics are highly placed
(agenda setting) in analyzed newscasts and columns, and often reported as the main
news of the day. The EU topic is mainly politically and nationally filtered: it represents
the role of Serbian political institutions and their officials in a certain event that has
ЛООЧ ОvКХuКtОН Кs ТЦpШrtКЧt ПШr tСО МШuЧtrв’s prШРrОss tШаКrНs tСО EU. TСО EU
institutions have been portrayed as mediators in the conflicts resolutions, decision
makers that affect the country, or as sources of political and financial power that
condition further process of the EU integration. Although the EU institutions have been
widely used as sources of information, the attitudes of Serbian politicians prevail in the
media reporting. The media agenda setting of the EU topics is based mostly on the
organized events or press releases of the Serbian Government, and therefore processed
in factual journalistic genres, lacking in-depth approach and critical journalistic
attitudes.
The research findings show that the audiovisual material produced within the
EU services is rarely used in newscasts of radio and TV stations in Serbia, mostly for
coverage of daily political events and by representing statements of the Prime Minister,
Serbian and EU representatives in their meetings in Brussels. The author argues that the
КЛsОЧМО ШП pХКМТЧР ХКrРОr EU КuНТШvТsuКХ sОrvТМОs’ МШЧtОЧt ТЧ tСО ЦКТЧ ЧОаsМКsts ШП
radio and TV programs in Serbia has been directly influenced by the difference in
supranational and national representation of the EU topics, which creates the differences
in other important levels of both reporting practices.
The dissertation also explains why the EU institutions, as sources of
information, cannot dominantly influence the media coverage of the EU and the media
content production in Serbian electronic media, as well as why the EU audiovisual
services do not essentially impact the EU topics reported in the media in the country. In
correlation with relevant scholarly findings and theoretical concepts, in respect of which
the results are interpreted, the author concludes that the media logic influences the
development of the EU communication activities, mostly the media content production
of the audiovisual services of the EU institutions. However, in the representation,
selection and coverage of the EU issues, the services follow institutional or political
logic. Therefore, the mediatization of politics has been achieved only in the technical
and organizational level of the media content production, in which audiovisual services
share all characteristics of media production and distribution with broadcast media, but
it has not been achieved in the most important level of the editorial decision-making
process. According to the relevant theoretical framework and the main research
findings, the author also concludes about the type of the journalistic culture which is
dominant in the representation of EU topics and EU institutions in the electronic media
in Serbia