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Davidović, Jovana
Medijska istraživanja, 05/2022, Volume: 28, Issue: 1Journal Article
Dugotrajno nastojanje Vijeća Europe i Europske unije za suzbijanjem dominacije na medijskom tržištu nije u potpunosti riješilo pitanje medijske koncentracije. Cilj je ovog rada ispitati u kojoj je mjeri europska medijska politika dosljedna u uklanjanju koncentriranoga medijskog vlasništva. U radu ispitujemo primjenjivost europskih standarda na dvjema postkomunističkim zemljama, Crnoj Gori i Srbiji, kojima je pluralno medijsko tržište jedan od neophodnih preduvjeta za pridruživanje Europskoj uniji. Analizom smo utvrdili kako je europska medijska politika imala periode diskontinuiteta koji su rezultat balansiranja između neoliberalne paradigme i demokratskog pluralizma, nadmetanja s američkim tržištem, naglih tehnoloških promjena i svjetske financijske krize iz 2008. godine. Također smo ustanovili kako Crna Gora i Srbija usklađuju svoje medijsko zakonodavstvo s europskim, ali da još uvijek imaju izražen problem s medijskom koncentracijom, osobito u području transparentnoga medijskog vlasništva, javnog financiranja i političkog utjecaja. Rezultati ovog rada time postavljaju implikacije za analizu europske medijske politike, a posebno medijskog ambijenta postkomunističkih zemalja koje se još uvijek nisu u potpunosti odrekle nasljeđa personaliziranih sustava. The long-standing efforts of the Council of Europe and the European Union to prevent monopoly in the media market have failed to fully resolve the issue of media concentration. This paper aims to examine the consistency of the European media policy in eliminating media consolidation. It also analyses the suitability of European standards for two post-communist countries, Montenegro and Serbia, for which media pluralism is required as one of the priorities for EU accession. The analysis demonstrated inconsistency in European media policy. More precisely, the discontinuity has been caused by the tension between the neoliberal paradigm and democratic pluralism, competitiveness with the US media market, sudden technological development, and the global financial crisis of 2008. The results further indicate that Montenegro and Serbia have harmonized their media legislation with European regulations. However, both countries still have profound problems with media concentration, especially in the domain of media ownership, public media funding, and political influence. The results of this paper provide implications for the analysis of European media policies and the media environment of post-communist countries, which have not entirely renounced the legacy of personalized systems.
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