Medijska kampanja za referendum o pristupanju Republike Hrvatske Europskoj Uniji

master's thesis

• Title (english): Media Campaign For A Referendum On Croatian Accession To The European Union: Information Or Promotion
• Author: Silvia Lunjek Majcog
• Mentor: Danijel Labaš (mentor)
• Committee member: Vine Mihaljević
• Committee member: Lana Ciboci
• Committee member: Danijel Labaš
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Politička komunikacija koja se odvija kroz današnje masovne medije poprima nove oblike i nalazi se pred novim izazovima, ponajprije sve većom upotrebom novih medija. Mediji su ključni faktor u protoku političkih kao i drugih informacija prema građanima, odnosno biračima parlamentarne vlasti. Njihova je najveća uloga upravo uloga posredništva između političkih elita i ostatka društva. Stoga, komunikacijski odnosi u društvu uvelike određuju stupanj demokracije i njegov svekoliki razvoj.
Iako su već neko vrijeme glasne rasprave o nepopularnosti, pa čak i gašenju tradicionalnog tiska, dnevne novine itekako još uvijek žive među publikom tražeći načine kako uloviti korak s novim tehnologijama. Ovaj je diplomski rad posvetio svoju pozornost specifičnom razdoblju uloge dnevnog tiska u Hrvatskoj – medijskoj kampanji za referendum o ulasku Republike Hrvatske u Europsku uniju. Rad pruža teorijsku pozadinu problematike te predstavlja rezultate istraživanja provedenog metodom analize sadržaja dvaju vodeća dnevna lista: Večernjeg i Jutarnjeg lista, u spomenutom razdoblju službene medijske kampanje. Naposlijetku, rad kroz prizmu profesionalnih i etičkih načela naglašava ulogu tiskanih dnevnika u vrlo važnom društvenom i medijskom trenutku za hrvatske građane. Cilj rada bio je, prije svega, postaviti ključna pitanja u vezi s ulogom (tiskanih) medija u važnom političkom trenutku za hrvatske građane. Pri tom mislimo ponajprije na pitanje objektivnosti i vjerodostojnosti u pristupu temama koje se tiču europskih integracija, ali i ostalih tema povezanih s EU. Naposlijetku, glavni cilj rada bio je ispitati metodom analize sadržaja dvaju najpopularnijih tiskanih dnevnika jesu li mediji informirali građane o europskim temama ili promovirali europske integracije, pa tako i ulazak Republike Hrvatske u Uniju. Drugi dio rada iznosi i tumači dobivene rezultate istraživanja te zaključuje o ulozi tiskanih medija u važnom spomenutom razdoblju kako za medije, tako i za hrvatsku javnost.

Abstract (english)

Political communication through mass media takes on new forms and today is facing new challenges, primarily because of the increasing use of new media. The media are a key factor in the flow of political and other information to the citizens, the voters of parliamentary government. Their greatest role is the role of mediation between the political elite and the rest of society. Therefore, the communication relationships in society is largely determined by the degree of democracy and its overall development.
Despite many loud discussions about unpopularity and even extinguish the traditional press, newspapers are still very much alive in the audience looking for ways to catch up with the new technologies. This thesis has devoted his attention to the specific period of the role of Croatian daily press – media campaign for a referendum on Croatian accession to the European Union (EU). This paper provides a theoretical background to the problem and presents the results of a study conducted by the method of content analysis of two leading daily newspapers: Večernji list and Jutarnji list, during the mentioned period of the official media campaign. Eventually – through the prism of professional and ethical principles – our thesis emphasizes the role of the daily press in a very important social and media moment for Croatian citizens.
The aim of our paper was, first of all, to light some key issues about the role of (print) media in an important political moment for Croatian citizens. Primarily, it implies demands of objectivity and credibility in the approach to issues concerning European integration, as well as other topics related to the EU. After all, the main goal was a research by the method of content analysis of two popular daily newspapers – in order to examine whether the media have been informing citizens about European topics or have been promoting European integration, including the Croatian accession to the Union.
The second part of our thesis presents and interprets the results of research and concludes on the role of print media in the important mentioned period, as for the media and for the Croatian public.

• Keywords: EU pristupni referendum; medijska kampanja; analiza sadržaja; Večernji i Jutarnji list
• Keywords (english): EU accession referendum; media campaign; content analysis; Večernji list and Jutarnji list
• Language: croatian
• URN:NBN: urn:nbn:hr:111:464749
• 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: 2015-11-05 08:51:38