ТЕМА КАО ЕФЕКТИВНИ МЕДИЈСКИ РАМ У ЗАПАДНИМ МАСМЕДИЈИМА – EФЕКАТ СТВАРАЊА И ОДРЖАВАЊА НЕГАТИВНИХ СТЕРЕОТИПА О СРБИМА СА СЕВЕРА КОСОВА И МЕТОХИЈЕ
THEME/TOPIC AS AN EFFECTIVE MEDIA FRAME IN WESTERN MASS MEDIA –NEGATIVE STEREOTYPING OF SERBS IN NORTH KOSOVO AND METOHIA

Summary/Abstract: In this paper we discuss the phenomenon and effects of news framing, outlining theme/topic as an extremely powerful media frame (the public agenda setter). In the main focus were the negative images of Serbs in North Kosovo from 1999 to 2011 in Western media. In the first part of this paper we have accentuated some theoretical aspects of framing as an extremely powerful and specific tool of influence and manipulation of public. The second part includes the theme/topic frames analysis as an excerpt from the many-year empirical research on the dominant negative images of North Kosovo Serbs in Western media. The content analyses was comprised of 224 news articles and reports available in the GOOGLE web browser under the topic: North Kosovo/Mitrovica and North Kosovo/Mitrovica Serbs, from five western media – BBC, Independent, Guardian, New York Times and CNN, during the period of mid 1999 to mid 2010.

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