Television in the Election Campaign
Television in the Election Campaign

Summary/Abstract: The analyses of the contents of the striking news on the main TV stations in Federative Republic of Yugoslavia, /Radio-Television of Serbia (RTS), Television of Montenegro (TVCG), Independent TV Studio B (NTV)/, during the final election campaign, from 5th December to 20th December1992. show great prejudice and evident attempt to impact on the results of the elections. (1) TV stations have submitted their programs to the certain parties’ interests or to the interests of the whole groups of parties. It wasn’t evident only in the different time given in the TV news but, first of all, in the different evaluating treatment of these parties (this was measured by the index from -1.0 to -r1.0). Serbian TV have presented the Socialist Party of Serbia (SPS), Serbian Radical Party (SRS) and Serbian Peoples Defense Party (SNO) in positive context (in all the cases the index was +1,00). In the opposite were the Coalition DEPOS (0,44) and Civic Alliance (0,50). NTV Studio B had the better treatment for the Democratic Party (DS) (0,79), Citizens Union (0,67) and DEPOS (0,62), but for the others. These parties that have been presented in the absolute positive context on the main Serbian TV, NTV Studio B presented in the more negative way, The 7V had the political attitude for the politicians as well; for example, the Serbian Radio and TV (RTS) main TV news presented Mr.M. Panić (-0,35), Mr. D. Ćosić (-0,11) and Mr. V. Drašković (-0,10) in the negative context, while the NTV Studio B presented Mr. V. Šešelj (-1,00), Mr. S. Milošević (-0,49) and Mr. R. Božović (-0,33) in the negative manner. (2) RTS successfully accomplished the impression in public that the electing orientations of the all-important authorities and institutions (such as the Army and Church) are addressed to the parties supported by RTS. (3) RTS successfully satanized and almost excommunicated from the ’Serbian community ‘all its prominent opposers, whose electing orientations could not be disguised. (4) RTS successfully presented all the real and fabricated enemies of Serbia and Yugoslavia as electing followers of the opposition, as well as the opposition as their collaborators and devotees.

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