The analysis of media (content) has been dealt with by many communication theorists since the emergence of modern communication theories - the Frankfurt School, British Studies, postmodernist ...cultural studies, etc.A set of films of some time, claims Rene König, gives us a complete picture of the tiniest oscillations in the feelings and everyday morals of that era.Numerous films have been made in recent years about various epidemics, which are caused by a virus that threatens the human race - its existence, survival, distant destiny. Many of these films are just fiction (The seventh seal, Outbreak, Contagion, Warl war Z,) but some of them (like Variola Vera) describe real events.
The doctoral thesis aims to explain the results of multiparty parliamentary elections in Serbia from 1990 until the first peaceful change in power in 2000 from the standpoint of information about ...election options available to voters. The thesis confirms a general hypothesis that the information TV programs about elections for the Parliament of Serbia during the 1990-ies prevented a free and fair competition of election rivals. Instead of offering adequate information to voters as a basis for a rational choice, TV programs systematically favored one election participant over others. The thesis identifies the main media strategies of influencing the opinion of voters on the basis of empirical analysis of television presentation of elections in the period 1990-2000. The quantitative-qualitative content analysis is applied to regular news programs and specialized electoral broadcasts produced during campaigns for elections for the Parliament of Serbia in 1990, 1992, 1993, 1997 and 2000. The analysis is focused on identifying the central strategy of the media presentation in each election cycle, the picture of social and political reality as a context for the information on activities of election participants, the main issue of the election campaign and TV images of the main election rivals. The analysis of the media picture of the elections is preceded by a review of political, legal and media context in which the elections took place. The analysis confirmed the working hypothesis that the election coverage of the state television RTS (RTB) from 1990 until 2000 mobilized the voters’ support for the ruling party – Socialist Party of Serbia (SPS) or its coalition – by a systematic discrimination of its election rivals; that the specialized programs of the state television favored the interests of the ruling party SPS or its coalition in comparison to interests of other election contestants as well as the interests of election participants over the interests of voters; and that the regular Serbian television news reporting about non-election events made the messages of one election participant more easily acceptable by voters than the messages of other contestants. The way the coverage of election events was placed into a specific picture of non-election events is identified as the key long-term strategy for influencing the voters’ decision, together with the media definition of the meaning of the election which was in accord with the interests of one election participant – the preferred election winner. The thesis confirmed a theoretical hypothesis that cultural studies offer a convenient theoretical and analytical basis for studying the role of the media in election communication in Serbia during the 1990’s.
Doktorska disertacija nastoji da objasni rezultate višestranačkih parlamentarnih izbora u Srbiji od 1990. godine do prve mirne smene vlasti 2000. godine sa stanovišta informisanosti publike o izbornim opcijama. U njoj je potvrđena generalna hipoteza da su informativni televizijski programi o izborima za Skupštinu Srbije tokom 1990-tih godina onemogućavali slobodnu i poštenu utakmicu izbornih rivala. Umesto da biračima ponude adekvatne informacije kao osnovu za racionalan izbor, oni su sistematski favorizovali jednog izbornog učesnika u odnosu na druge. U radu se utvrđuju glavne medijske strategije uticaja na mišljenje birača na osnovu empirijske analize televizijske prezentacije izbora u periodu 1990-2000. godina. Kvantitativno-kvalitativna analiza sadržaja obuhvata redovne informativne programe i specijalizovane izborne programe proizvedene tokom kampanje za izbore za Skupštinu Srbije 1990, 1992, 1993, 1997. i 2000. godine. Analiza je fokusirana na utvrđivanje centralne strategije medijske prezentacije izbora u svakom pojedinačnom ciklusu, identifikovanje slike društvene i političke realnosti kao konteksta u koji se smeštaju informacije o aktivnostima izbornih učesnika, utvrdjivanje glavne teme-dileme izborne kampanje u odnosu na koju se pozicioniraju izborni učesnici i utvrđivanje televizijskih imidža glavnih izbornih rivala. Analizi medijske slike izbora prethodi razmatranje političkog, pravnog i medijskog konteksta u kome su izbori održani. Analiza je potvrdila radne hipoteze da je izborno izveštavanje državne televizije RTS (RTB) od 1990. do 2000. godine podsticalo biračku podršku za vladajuću stranku – Socijalističku partiju Srbije (SPS) ili njenu koaliciju – sistematskom diskriminacijom njenih izbornih rivala; da su specijalizovani izborni programi državne televizije favorizovali interese vladajuće partije SPS ili njene koalicije u odnosu na interese drugih izbornih učesnika i favorizovali interese izbornih učesnika u odnosu na interese birača; i da je redovno TV izveštavanje o aktuelnim neizbornim događajima omogućavalo da izborne poruke jednog izbornog učesnika budu lakše prihvatljive za birače od poruka njegovih izbornih rivala. Način na koji je izveštavanje o izborima kontekstuirano u specifičnu sliku neizbornih događaja identifikovan je kao ključna dugoročna strategija uticaja na birače, zajedno sa medijskim definisanjem smisla izbora u skladu sa interesima jednog izborno učesnika - poželjnog izbornog pobednika. Doktorska disertacija je potvrdila teorijsku hipotezu da kulturološke studije nude pogodnu teorijsku i analitičku osnovu za istraživanje uloge medija u izbornoj komunikaciji u Srbiji tokom 1990-tih godina.
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