Article metrics

  • citations in SCindeks: 0
  • citations in Google Scholar:[=>]
  • visits in previous 30 days:25
  • full-text downloads in 30 days:20
article: 1 from 1  
CM - časopis za upravljanje komuniciranjem
2015, vol. 10, iss. 34, pp. 29-52
article language: Serbian
document type: Original Scientific Paper
doi:10.5937/comman10-9184


Media in Republica Srpska: Audiences and content in context of uses and gratification theory
Fakultet političkih nauka u Banjoj Luci, Republika Srpska

e-mail: vukojevic@gmail.com

Abstract

The media landscape of the Republika Srpska/Bosnia and Herzegovina is diverse, there are more than 180 registered media outlets: 44 television stations, 140 radio stations, three public broadcasting services, 9 daily newspapers and more than 100 magazines. On the other hand, the development of the Internet and new media has caused changes in the audience - they are no longer forced to be passive consumers of information. This paper explores the relationship of the audiences in the Republika Srpska towards print media, radio, television and the Internet. The relationship to the content and use in the context of the uses and gratification theory, agenda setting theory and theory of 'framing' is further explored. The aim is to provide information on the media usage, such as readership of print newspapers, television viewership and audience relationship to the central news programs, dominant content in the media and media interests. The research hypothesis is that television is the dominant source for fulfilling the needs of media audiences, regardless of the growth of Internet and new media. The results obtained through quantitative analysis of public opinion polls on the basis of relevant scientific sample show that the most frequently used media is television; citizens more often prefer to watch informative contents, but they are aware that the media that follow they follow are not working in their interest.

Keywords

References

Allan, S. (2010) News culture. Meidenhead: Open University Press
Bogdanić, A. (2015) Novinarnost elektronskih medija u vrijeme izborne kampanje - Uporedna analiza Dnevnika 2 RTVBN i RTRS. in: [ed.] Medijska slika - istraživanja o odgovornom novinarstvu, Banja Luka: Fakultet političkih nauka, I-I-2015 (str. 87-108)
Brigs, A., Berk, P. (2006) Društvena istorija medija. Beograd: Clio
Callcut, A., Hammond, P. (2011) Journalism Studies: A Critical Introduction. New York: Routledge
Chapman, J.L., Nuttall, N. (2011) Journalism Today. Malden: Wiley-Blackwell
Chomsky, N. (2003) Mediji, propaganda i sistem. Zagreb: Biblioteka Online
Coleman, R., Mccombs, M., Shaw, D., Weaver, D. (2009) Agenda setting. in: [ed.] The Handbook of Journalism Studies, New York: Routledge, pp. 147-160
Ćerepinko, D. (2011) Komunikologija: Kratki pregled najvažnijih teorija, pojmova i principa. Varaždin: Veleučilište u Varaždinu
Eadie, W. (2009) 21st century communication: A reference handbook. New York: Sage
Griffin, E. (2012) A First Look at Communication Theory. USA: McGraw-Hill
Hall, J. (2002) Online Journalism: A Critical Primer. Sterling: Pluto Press
Hardt, H. (2004) Myths for the Masses: An Essay on Mass Communication. Melbourne: Blackwell Publishing
Herman, E.S., Chomsky, N. (1988) Manufacturing consent: The political economy of the mass media. London: Pantheon Books
Kovach, B., Rosenstiel, T. (2006) The Elements of Journalism what newspeople should know and the public should expect. New York: Three Rivers Press, 19 june., www.journalism.org/node/72
Kunczik, M., Zipfel, A. (2006) Uvod u znanost o medijima i komunikologiji. Zagreb: Zaklada Friedrich Ebert
Lippman, W. (1922) Public opinion. New York, itd: Harcourt, Brace and Jovanovich
Lyons, L.M., Cohen, B.C. (1964) The Press and Foreign Policy. Political Science Quarterly, 79(4): 606
Mccombs, M.E., Shaw, D.L. (1972) The agenda-setting function of mass media. Public Opinion Quarterly, vol. 36, str. 176-187
Morley, D., Brunsdon, C. (2005) The Nationwide Television Studies. New York: Routledge
Petković, B., Bašić-Hrvatin, S., Hodžić, S. (2014) Značaj medijskog integriteta: Vraćanje medija u službu javnosti. Sarajevo: Fondacija Media Centar
Quandt, T., Singer, J. (2009) Convergence and Cross-platform Content Production. in: [ed.] The Handbook of Journalism Studies, New York: Routledge, pp. 130-144
Ragas, M.W., Roberts, M.S. (2009) Agenda Setting and Agenda Melding in an Age of Horizontal and Vertical Media: A New Theoretical Lens for Virtual Brand Communities. Journalism & Mass Communication Quarterly, 86(1): 45-64
Ross, K., Nightingale, V. (2003) Media and Audiences: New Perspective. Berkshire: Open University Press
Tešanović, N. (2014) Balkanski medijski barometar Bosna i Hercegovina 2014. Sarajevo: FES
Vukojević, B. (2015) Internet u Republici Srpskoj i čitanost web portal. European Journalism Opservatory, Posećeno 15. 9. 2015. URL: http://rs.ejoonline. eu