Политичко комуницирање у дневној штампи Србије
Political Communication in Serbian Daily Papers

Summary/Abstract: Starting from the premise that the open political communication is an essential element of modern politics, the authors search for symbolic exchange of arguments, facts and information between Serbian state representatives and opposition, specially researching the role of daily papers and their importance in creating of political culture. The focus is on content discourse identification, whereby the ossification of the political communication process, one way and propaganda, from the top down, that is from government to citizens, is noticed by quantitative and qualitative analysis. New forms of narration reveal the dominant content: the text is changed by esthetical image, the critical depth – narcissistic surface, and firm argumentation and journalist research withdraw in front of marketing persuading, cheap entertainment and tabloidization. Daily papers in Serbia voluntarily cover themselves with golden dust of PR services and agencies, mediating the reality in which powerful elite and rich advertisers live, but not ordinary impoverished, looking ahead into the future people. Hence, there is increasingly evident decline in circulation; instead of being public “Argus eye”, press is more and more a bulletin board of political parties and undercover tycoons, ground for slandering and discrediting political rivals. The referential political frame is created behind the public coulisse, thus it may be concluded that the Serbian society is still far from participating democracy model, with comprehensive citizen’s participation who by the process of free opinion forming and will change community for the purpose of common good.

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