Hrvatski mediji - Kreatori javnog mišljenja - primjer referenduma o braku

master's thesis

• Title (english): Croatian media - creators of public opinion: marriage definition referendum
• Author: Monika Souček
• Mentor: Tomislav Janović (mentor)
• Committee member: Ivan Burić
• Committee member: Jelena Jurišić
• Committee member: Tomislav Janović
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Inspiriran knjigom Private Truths, Public Lies Timura Kurana, ovaj rad želi ispitati složen
odnos između javnog mišljenja i medija. U prvom se dijelu rada izlažu temeljni teorijski
pojmovi (javno mišljenje, falsifikacija preferencija, spirala šutnje, socijalni pritisak, medijska
agencija i dr.) te ocrtava teorijski zemljovid rasprave o fenomenu javnog mišljenja i uzročnim
čimbenicima koji određuju njegovu dinamiku. U drugom se dijelu rada na primjeru
referenduma o definiciji braka, provedenog 2013. godine u Hrvatskoj, ilustrira medijski
utjecaj na svjetonazorska pitanja. Homoseksualni brak jedna je od najosjetljivijih
svjetonazorskih tema u Hrvatskoj; stoga nije čudno da je referendum isprovocirao intenzivne
emocionalne reakcije (s obje strane) te duboko podijelio hrvatsko društvo. S jedne strane, u
radu se nastoje identificirati najvažniji razlozi i motivi koji su utjecali na odabir strane ZA i
strane PROTIV. S druge strane, nastoji se identificirati najvažniji nositelji institucijskog
socijalnog pritiska uoči referenduma (nevladine organizacije, religijske zajednice, političke
stranke) i opisati načine njihova medijskog utjecaja na publiku. S treće se strane izlažu
najvažniji aspekti medijske kampanje te se, analizom reprezentativnih medijskih sadržaja,
pokušava pokazati u kojoj su mjeri mediji u svom izvještavanju bili (ne)pristrani i
(ne)profesionalni. Unatoč činjenici da su i Vlada i mediji dali sve od sebe da promijene
prevladavajući svjetonazorski trend u Hrvatskoj, u tome nisu uspjeli. Stoga se u završnom
dijelu rada nastoje utvrditi razlozi tog, ipak neočekivanog, neuspjeha.

Abstract (english)

Inspired by the book Private Truths, Public Lies by Timur Kuran, the present thesis tries to
examine the intricate relationship between public opinion and the media. In the first part of
the thesis, the key theoretical concepts are exposed (public opinion, preference falsification,
spiral of silence, social pressure, agenda setting, etc.). In addition, the theoretical landscape
of the debate about the phenomenon of public opinion has been outlined and the most
important factors determining the dynamics of public opinion singled out. In the second part
of the thesis, the example of the Croatian referendum on the definition of marriage, carried
out in 2013, is invoked to illustrate the media’s influence on ideological issues. Tackling one
of the hottest of these issues – gay marriage, it hardly surprising that the referendum provoked
intensive emotional reactions (on both sides) and deeply divided the Croatian society. The
thesis attempts at identifying the most prominent reasons and motives influencing citizens’
siding with the YES and the NO party, respectively. It also attempts at identifying the most
important institutional forces of social pressure (NGO’s, religious communities, political
parties) and describing their public relations strategies during the media campaign. Lastly, it
gives an overview of the most important aspects of the campaign, and – based on an analysis
of selected media contents – tries to estimate the impartiality and professionalism of the
media coverage of the campaign. Despite the fact that the Croatian government and the
Croatian mass media did their best to sway the larger public in its attitude, they failed. The
concluding part of the thesis speculates about the possible causes of this unexpected outcome.

• Keywords: javno mišljenje; Lippmann; Timur Kuran; mediji; pristranost; taktike uvjeravanja; falsifikacija preferencija; spirala šutnje; hrvatski referendum o braku; analiza sadrţaja
• Keywords (english): public opinion; Lippmann; Timur Kuran; media; bias; persuasion tactics; preference falsification; spiral of silence; Croatian marriage definition referendum; content analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:111:725396
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2015-10-22 08:13:55