2016, vol. 11, br. 37, str. 3-17
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Mediji i teme u vezi sa evropskom integracijom Srbije u periodu 2002-2016
Media and topics related to European integration of Serbia for the period 2002-2016
Sažetak
Evropska integracija Srbije definisana je kao dugoročan i strateški cilj svih srpskih vlada, od 2002. do sredine 2016, kada je rad pisan. Da bi se taj cilj postigao, srpski političari i stručna javnost naglašavaju važnost podrške i razumevanje građana Srbije o ulasku u Evropsku uniju. Teorija, ali i praksa, međutim, potvrđuju da je veoma teško stanovništvu preneti poruku jedinstvenog i neizmenjenog značenja opširnog predmeta interesovanja javnog mnjenja - evropske integracije. Mnogobrojni komunikatori raznim kanalima prenose poruku o evropskom putu koja na različite načine kod segmentisane publike izaziva pozitivne, negativne stavove, pa i ravnodušnost. Stavovi građana Srbije o ulasku u EU, praćeni i mereni rezultatima redovnih polugodišnjih istraživanja javnog mnjenja, evoluirali su, u procentima od 72% ispitanika koji su za ulazak u EU krajem 2002, do 41% u julu 2016. godine. Cilj rada je da na nepristrasan način, vodeći se teorijskim pristupom i zvaničnim podacima, analizom činjenica o akterima uključenim u proces informisanja javnosti o evropskim temama, njihovih poruka i postupaka, pokuša da odgovori na neka od pitanja koja bi se ticala formiranja i promene odnosa građana Srbije prema evropskoj integraciji, komunikacijskog procesa i komunikacijskih aktera u okviru ove teme. Rad nudi analizu stanja evropske ideje u Srbiji. Koristi se šira, potpunija definicija medija, kojom se zaokružuju sve faze i akteri u komunikaciji. Posebna pažna posvećena je analizi trenutnog stanja evropske ideje u Srbiji, obuhvatajući različite aspekte komunikacijskog procesa, dometima komuniciranja Srbije sa posebnim komunikacijskim akterima i javnostima, ali i preprekama i izazovima u okviru komuniciranja o ovoj temi.
Abstract
European integration of Serbia is defined as a long-term strategic goal of all Serbian governments, from 2002 to mid-2016, when the paper was written. To achieve this goal, Serbian politicians and experts emphasize the importance of public support and understanding of the EU integration among the Serbian citizens. Theory and practice, however, confirm the fact that it is very difficult to pass the unified message with unchanged meaning about the topic of such a strong public interest such is the topic European integration. Many communicators use various channels to convey the message of the European road, which again, provokes positive and negative attitudes, and even indifference among Serbian public. The views of Serbian citizens regarding joining the EU, monitored and measured through regular semi-annual public opinion polls, have evolved, from percentage of 72% of respondents who support joining the EU at the end of2002 to 41% in July 2016. The goal of this paper is to try to answer some of the questions related to formation and change of the attitudes of citizens of Serbia towards European integration, questions related to communication process and communication actors, in an impartial manner and taking into account theory and official data, analysis of all actors involved in the process of informing the public on European issues, their messages and actions. This paper provides an analysis of the state of the European idea in Serbia. It uses the broader, more complete definition of the media, which encompasses all stages and actors in communication. Particular attention is paid to the analysis of the current state of the EU themes in Serbia, covering various aspects of the communication process, communication potentials in Serbia with segmentation of special communication actors and publics, as well as the obstacles and challenges in the context of communication of this topic.
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