Javni mediji u ulozi (dez)integracije bosanskohercegovačkog društva
PUBLIC MEDIA IN THE ROLE OF (DIS)INTEGRATION OF BOSNIAN-HERZEGOVINIAN SOCIETY

Summary/Abstract: Public media in European practice are the important factor of integration and constructive impact of the democratic process. For their position and influence in the media market parameter of priority is not viewer rating and contents commerciality of which depends the marketing income. Their role is to inform, truthfully and objectively all citizens in the country, regardless their ethnic, religious, political and other commitment, on all important news and cultural values of that society. Therefore, they are financed by public funds, directly from the citizens, so as not to be influenced by the government in the program production. This means that the state should enable business sustainability and independence in the process of editing and programs production. Such position and role of the media is the interests of the general public. Otherwise, the public media become the powerful means of oligarchies in power in realizing of their political interests and goals which ultimately leads to divisions in society and disabling the right for citizens to be timely and objectively informed. The example of undefined position and the public broadcasting services role in Bosnia and Herzegovina clearly illustrates these trends and social consequences. The existence and the credible function of the public broadcasting system in Bosnia and Herzegovina today corresponds to the interests of all those who see the state as a unique and indivisible plural society in which all its peoples can live with each other instead of living side by side. However, considering the multi-year agony of the public media service, we could say that there is a real possibility of disappearance of such forces impact, due to insufficient awareness and knowledge about the importance of public service media in the democratization of society.

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