Analiza okvira poruka u političkom oglašavanju na televiziji u kampanjama za parlamentarne izbore u Srbiji od 2000. do 2016. godine

Abstract

Predmet istraživanja u ovoj disertaciji je plaćena komunikacija na televiziji u parlamentarnim izbornim kampanjama u Srbiji posle 2000. godine. Disertacija pronalazi svoje ishodište u teoriji okvira i socijalnom konstruktivizmu što je inherentno utemeljenje ove teorije. Koristili smo tri metodološka pristupa: (1) kvalitativnu analizu sadržaja u političkom izbornom oglašavanju, (2) analizu okvira i (3) dubinske intervjue sa političkim konsultantima i članovima izbornih štabova. U disertaciji su korišćeni brojni izvori sekundarnih podataka. Period istraživanja je obuhvatio period posle 2000. godine, sve parlamentarne izbore na uzorku onih subjekata koji su prešli cenzus. Nalazi istraživanja pokazuju da posle 2000. dolazi do krupnih promena u političkoj komunikaciji. Političko oglašavanje dobija važnu ulogu u kampanjama, produkcija je ogromna a ulaganja izbornih učesnika drastično uvećana u odnosu na period pre 2000. godine. Političko oglašavanje je gotovo po pravilu služilo za ubeđivanje a malo ili nimalo za informisanje. U disertaciji je autor jasno potvrdio da izloženost političkom oglašavanju i okvirima u njima osnažuje uticaj na biračeve preferencije odnosno na njihovu izbornu odluku. Autor je ukazao i potvrdio sužavanje saznajne odnosno edukativne komponente u kampanjama koja je limitirala kvalitetno informisanu izbornu odluku za većinu birača. Disertacija nije potvrdila da je oglašavanje preuzelo primat nad informativom, već da je kombinacija ogromne produkcije (posebno između 2007 i 2012) i zavisnosti redakcija od „stranačkih kamera“, ugrozila pravo birača na kvalitetno informisanu izbornu odluku. Autor je delimično potvrdio da teme koje se pokreću u plaćenom oglašavanju nisu programski usmerene i da se više koriste u cilju ojačavanja imidža kandidata/lidera, a ne promocije javnih politika.

This thesis examines paid political communication broadcast on television in Serbian parliamentary election campaigns after the year 2000. The thesis is rooted in framing theory and social constructivism, the broader underpinning of this concept. Three methodological approaches were employed: (1) qualitative analysis of the content of political election advertising since 2000; (2) frame analysis; and (3) in-depth interviews with political consultants and campaign managers. The thesis has also relied on numerous secondary sources. For all parliamentary elections after 2000, the paper looks at advertising by political subjects that won sufficient votes to cross the five percent threshold required to enter parliament. The findings show that the year 2000 was a watershed for political communication, with political advertising assuming an important role in election campaigns; political entities dramatically increased their investment, which made the volume of adverts produced grow by an order of magnitude. A major finding of the thesis is that political advertising has nearly always been deployed to persuade, with little or no thought being given to its informative function. The author clearly confirms that exposure to political advertising and the frames contained in it has had a substantial impact on voters’ preferences and affected their voting decisions. The author also identifies and confirms how the narrowing of the knowledge or educational component in campaign messaging has restricted the ability of most voters to make informed voting choices. The thesis has not shown that advertising has supplanted news, but rather that the combination of the flood of advertising (especially from 2007 to 2012) and the dependence of television channels on content fed to them by political parties has jeopardised the right of voters to make informed choices. The author has partially confirmed that topics raised in paid advertising are not issue-oriented, but image-oriented, aiming to enhance the public perception of a particular candidate or leader rather than promote policies put forward in political manifestos.