Izborna komunikacija u Srbiji: karakteristike kampanja za parlamentarne izbore
Electoral Communication in Serbia: Characteristics of Parliamentary Elections’ Campaigns

Summary/Abstract: The author recapitulates the key findings of electoral communication in Serbia. It was shown that for almost 15 years, the election campaigns on TV last through several stages: 1) phase of normalization of the electoral communication after the „fall“ of regime of S. Milosevic, 2) consolidation phase after a series of failed presidential elections in 2002 and 2003, 3) phase commercial domination of informative content and 4) phase where electoral subjects adapt their communication strategies to economic crisis. The conclusion is that televisions were an important institution in all election campaigns since 2000, especially in campaigns characterized with high electoral participation. Electoral subjects whose electoral agenda matched with the media agenda, the most common were the winners of elections. At the same time, the paper shows how partisan communication strategy important for understanding the election’s outcomes with the constant stressing on the need to more clearly define the rules and standards of the media role during the election campaigns.

• Details
• Contents