Значај и улога медија у процесу приступања Европској унији
The significance and role of the media in the process of accession to the European Union

Summary/Abstract: The subject paper sheds light on the importance of the media in the process of European integration. Emphasis is placed on controlling this process and building trust. It also examines the threats posed by Euroscepticism, the development of an anti-European climate, as well as the issue of media pluralism. The research methods are aimed at proving the hypothesis that the media is an indispensable element in creating support for the European integration process. The basic aspect of the work is identifying and researching the advantages and disadvantages of media influence in this political process. Past practice has shown that the media have an undeniably significant role in the process of creating and distributing information related to the progress of candidate countries in joining the European Union. Certain conclusions emerge from the analysis, indicating that the role of the "mainstream" media in informing the public about all significant aspects of this process is not negligible. Looking at the activities of relevant actors in the process of Serbia's EU accession and strategic decision making regarding the harmonisation of domestic legislation with EU law, it is possible to conclude that the media serve not only for the placement of specific information about European integration, but also for continuous and comprehensive education of the public about how to achieve this process. Comprehensive media coverage of this process, along with the adoption of media strategies, contributes to the formation of an environment open enough for dialogue, the implementation of the necessary systemic reforms, and the realisation of activities necessary for the acquisition of the status of an equal member of the EU.

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