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2015, vol. 10, br. 34, str. 29-52
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Mediji u Republici Srpskoj - publike i sadržaji u kontekstu teorije koristi i zadovoljstva
Media in Republica Srpska: Audiences and content in context of uses and gratification theory
Univerzitet u Banjoj Luci, Fakultet političkih nauka, Republika Srpska, BiH
e-adresa: vukojevic@gmail.com
Sažetak
Medijska slika Republike Srpske je raznolika, u Bosni i Hercegovini djeluje preko 180 registrovanih medija: 44 televizijske stanice, 140 radiostanica, tri javna RTV servisa, 9 dnevnih novina i više od 100 časopisa. Sa druge strane, razvoj interneta i novih medija uslovljava promjene kod publike, koje više nisu prinuđene da budu pasivni korisnici informacija. Ovaj rad istražuje odnos publike u Republici Srpskoj prema štampanim medijima, radiju, televiziji i internetu, uz dodatno istraživanje odnosa prema sadržajima i načinima korištenja u kontekstu teorije koristi i zadovoljstva, teorije postavljanja dnevnog reda i teorije 'uokviravanja'. Cilj rada je da ponudi podatke o korištenju medija, kao što su čitanost štampanih listova, gledanost televizije i odnos prema centralnim informativnim emisijama, dominatnim sadržajim i interesima medija. Istraživačka hipoteza je da televizija predstavlja dominantan izvor zadovoljavanja medijskih potreba publike, bez obzira na rast upotrebe interneta i novih medija. Rezultati dobijeni metodom kvantitativne analiza rezultata istraživanja javnog mnijenja pokazuju da je najčešće korišten medij televizija; građani najčešće prate emisije informativnog karaktera, ali su svjesni da mediji koje prate ne rade u njihovom intersu.
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.
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