Primjena lidova u bosanskohercegovačkim dnevnim novinama
Usage of Leads in Bosnian-Herzegovinian Daily Newspapers

Summary/Abstract: The paper deals with usage of leads in the press. The lead is a beginning of every text, a couple of first sentences, the first paragraph in the text.Recent researches show that besides the accompanying text recipients also read the lead, therefore a reader’s attention can be kept through it. They can be summary and special leads. Summary lead starts with what the journalist finds the most important, most interesting and most attractive for readers. Special leads are divided into narrative, contrast, staccato,communicative, question, quote, historical and none of the mentioned ones. Structural characteristics of the analysis were based on the frequency of leads in newspapers as well as representation of leads in sections internal policy, foreign policy, business and culture. The research is based on monitoring Bosnian-Herzegovinian newspapers Večernji list, Dnevni list, Dnevni avaz, Nezavisne novine and Oslobođenje. The texts analyzed were taken from the period June 11-27, 2015. The content analysis was used as methodology. The research shows that all the analyzed newspapers mostly use the summary lead. The press brings more information about a certain event, the background of a certain event is given and different analyses are shown. In comparison to other media the press offers greater possibility for using special leads, but the analyzed Bosnian-Herzegovinian newspapers do not sufficiently use comparative press advantages.

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