Untitled - Fakultet za menadzment Sremski Karlovci
Untitled - Fakultet za menadzment Sremski Karlovci
Untitled - Fakultet za menadzment Sremski Karlovci
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ULOGA MEDIJA U PREDIZBORNOJ KAMPANJI<br />
THE ROLE OF MEDIA IN ELECTION CAMPAIGNS<br />
ANA LAKATOŠ<br />
<strong>Fakultet</strong> <strong>za</strong> menadžment, <strong>Sremski</strong> <strong>Karlovci</strong><br />
ANDREA BORŠOŠ<br />
<strong>Fakultet</strong> <strong>za</strong> menadžment, <strong>Sremski</strong> <strong>Karlovci</strong><br />
Rezime: Danas je skoro nemoguće <strong>za</strong>misliti predizbornu kampanju bez uloge medija i<br />
njenih tehnoloških svojstava koja svojoj publici prenose neophodne informacije, utiču na<br />
njih, kreiraju njihovu svest i pomažu im da se opredele na izborima <strong>za</strong> određenu političku<br />
partiju. Postavlja se pitanje da li je uopšte i moguće pričati o medijima koji <strong>za</strong>uzimaju, ili<br />
bi bar trebalo, nepristrasan stav prema političkim strankama, koje bi objektivno<br />
informisale i predstavljale kandidate. Mediji prolaze različita iskušenja, ali im je uloga i<br />
dalje presudna u informisanju o napretku izbornih kampanja. Ipak, često su vidljivi<br />
politički, a naročito finansijski uticaji što dovodi do poremećaja ravnoteže medijskog<br />
izveštavanja. Danas, moderni čovek je konstantno bombardovan informacijama putem<br />
štampanih ili digitalnih medija, a ovaj napad informacija posebno je izražen u vreme<br />
predizborne kampanje. Ono što je lako primetiti jeste da se dnevna politika polako <strong>za</strong>vlači<br />
u medije koji su <strong>za</strong>bavnog ili edukativnog karatkera. Biti informisan, biti politički aktivan,<br />
danas je od presudnog značaja kako <strong>za</strong> poslovni tako i privati život.Međutim, velik je slučaj<br />
zlouptrebe medija, njenog prostora, manipulacije, gde se kreira lažni argument koji<br />
doprinosi njihovom interesu. Za dobru demokratiju uslov jesu slobodni mediji koji nose<br />
otisak prirode, karaktera i mogućnosti jednog društva.<br />
Ključne reči: predizborna kampanja, mediji, politički marketing.<br />
Abstract: Today it is almost impossible to imagine a campaign without the role of the<br />
media and its technological features that convey to his audience the necessary information<br />
which affecting them, create their awareness and help them to decide on the choice for a<br />
particular political party. The question is whether it is possible to talk about the media<br />
have, or at least should, unbiased attitude towards political parties, which would<br />
objectively inform and represent candidates. Media experience various trials, but their role<br />
remains crucial in informing about the progress of election campaigns. However, they are<br />
often politically visible, especially financial impacts resulting in an imbalance of media<br />
coverage. Today, modern man is constantly bombarded by information from printed or<br />
digital media, and this attack of information is especially evident during the election<br />
campaign. What is easy to see that daily politics is slowly crawl in the media which is<br />
entertaining or educational. Be informed, be active politically, has been crucial for the<br />
business and private life. However, a major case of abuse of the media, its space,<br />
manipulation, where it creates a false argument that contributes to their interests. Good<br />
condition for democracy, free media are bearing the imprint of the nature, character and<br />
features of a society.<br />
Keywords: election campaigns, media, political marketing.<br />
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