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  • Opet nevidljiva : politika u Srbiji je "muškog roda" : predizborni TV spot u kampanji 2014.
    Valić Nedeljković, Dubravka, 1952- = Валић Недељковић, Дубравка, 1952-
    The subject of this paper is TV advertisement- the most important form of paid political public advocacy during the election campaign. This persuasive media format is convenient because it is easily ... accessible, since almost all of the Serbian citizens own a TV set; it is understandable equally to people of all ages, even to the below-average educated; it is short and it sends a concise message with unambiguous instructions ("circle the number ...."). Type of the political TV advertisement depends on the size of the political party and success it achieved in previous campaigns. It also depends on whether that political party is current ruling party or the opposition party, as well as on the visibility of its leaders in public life, and the budget available for the paid political advertising in the election campaign that includes other forms of advocacy. The method used in this study is critical analysis of discourse strategies of political TV advertisement used during the campaign of 2014 in Serbia. The corpus includes TV advertisements aired on public service broadcasters and commercial television, from the second week of the campaign up until the election silence (February - March 2014). There were 19 lists for the parliamentary election and TV advertisement was used by nine of them: Dosta je bilo (1 advertisement), DSS (1 advertisement), Dveri (1 advertisement), DS (2 different advertisements), URS (4 different advertisements), NDS (6 different advertisements), SNS (6 different advertisements), SPS (7 different advertisements), LDP (8 different advertisements). The frequency in which the advertisements were broadcasted was not analyzed, but only discourse strategies and audiovisual aids used to send message to the audiences. Results indicate that TV advertisements were modest concerning both creative solutions and diversity. What proved to be a dominant result for all the political parties is a complete absence of women as actors, subjects and as objects of the election campaign TV advertisements.
    Извор: Digitalne medijske tehnologije i društveno-obrazovne promene. 4 (Str. 221-231.)
    Врста грађе - излагање на конференцији
    Година - 2015
    Језик - српски
    COBISS.SR-ID - 519698020

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