Medijsko uokvirivanje Ujedinjenih Arapskih Emirata na Zapadnom Balkanu
Media Framing of the United Arab Emirates in Western Balkan

Summary/Abstract: This paper presents preliminary results of the research about media framing of the United Arab Emirates in online media in Western Balkans. The intent of this study is to explore how leading narratives about the United Arab Emirates are constructed in the Western Balkans. The research design is developed on the concept of media framing and critical discourse analysis. The basic premise is that the United Arab Emirates is placed in media frames that directly affect the audience’s Eurocentric perception of this country and its cultural, economic and political role in the modern world. The first phase of the research - determination of the sampling process, data collection and insight into the preliminary results - is presented in this paper along with the theoretical and methodological framework of the research. This review of this phase suggests that the narratives about the United Arab Emirates are based on stereotypical and sensational reporting where the UAE is usually presented as an authoritarian state or a paradise for wealthy people. In the second phase of the research, a qualitative and quantitative analysis of the content of the sampled media texts will be performed, as well as the detection of dominant journalistic discourse strategies.

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