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8 " | ^ L ] ] ] ] ] ] ] $ ` ;c H ] ] ^ ? ? ? ] ? ] ? ? W Y >SX 3 W ] ^ 0 ^ W c < c 4 Y c Y ? ] ] ? ^ c b : P r i m l j e n : 3 1 . 0 3 . 2 0 1 3 . S t r u
n i r a d
P r i h v a e n : 1 1 . 0 4 . 2 0 1 3 . U D K 6 5 9 . 3 : 3 2
U t j e c a j m a s o v n i h m e d i j a n a p o l i t i k u
I m p a c t o f m a s s m e d i a o n p o l i t i c s
1 V l a t k a R u ~i , 2 M a r t a `i m i
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i l i at e N i k o l a T e s l a u G o s p i u
B a n a I v a n a K a r l o v i a 1 6 , 5 3 0 0 0 G o s p i
2 s t u d e n t i c a V e l e u
i l i at a N i k o l a T e s l a u G o s p i u
1 e - m a i l : H Y P E R L I N K " m a i l t o : v l a t k a @ n p - p l i t v i c k a - j e z e r a . h r " v l a t k a @ n p - p l i t v i c k a - j e z e r a . h r
S a ~e t a k : M e d i j i i m a j u v a ~n u u l o g u u r a z v o j u v l a s t i i u j e d n o s u v o d e i f a k t o r p o l i t i
k e k o m u n i k a c i j e . e s t o i h s e p e r c i p i r a k a o o b l i k e k s p r e s i j e i d e j a n a j ai r e p r a k t i c i r a n e i d e o l o g i j e - d e m o k r a c i j e ; m e d i j i m e u t i m u t j e
u n a p o l i t i k u k r o z n e k o l i k o i n s t a n c i u k o j i m a i m a j u d o m i n a n t n u u l o g u i l i
a k k r e i r a j u p o l i t i
k u s t v a r n o s t at o j e k o n t r a d i k t o r n o u l o z i m e d i j a u o s i g u r a v a n j u p r a v o v a l j a n i h i n f o r m a c i j a . M e d i j i i m a j u m o a n u t j e c a j n a p o l i t i k u : i m a j u k l j u
n u u l o g u u o b l i k o v a n j u p r e f e r e n c i j a p o l i t i
k i h o u t p u t a i u v j e r e n j a : o n i s k u p l j a j u , s u m i r a j u , p o s t a v l j a j u i u s m j e r a v a j u i n f o r m a c i j u k o j a s e p l a s i r a j a v n o s t i .
K l j u
n e r i j e
i : m e d i j i , p o l i t i k a , d e m o k r a c i j a , u t j e c a j
A b s t r a c t : M e d i a p l a y s i m p o r t a n t r o l e i n g o v e r n m e n t d e v e l o p e m e n t a n d p r e s e n t s l e a d i n g f a c t o r o f p o l i t i c a l c o m m u n i c a t i o n . I t i s o f t e n v i e w e d a s a f o r m o f e x p r e s s i o n o f t h e i d e a s o f t h e f o r m m o s t u s e d i d e o logy- democracy; media however impacts politics through few levels that allowes them to dominate or even create political reality which contradicts to the role of media in ensuring actual information. The media has powerfull impact on politics;it plays the key role in shaping preferences of political outputs: it collect,sums, allocates, and directs information that is placed to the public.
Key words: media, politics, democracy, impact
Uvod
U p a r l a m e n t a r n i m s u s t a v i m a p o l i t i
k i o u p u t i s u p o d u t j e c a j e m p o l i t i
k i h p r e f e r e n c i j a i u v j e r e n j a b i r a
a - k a o r e z u l t a t p o j a v l j u j e s e b o j a z a n d a p o l i t i
k i c i l j e v i , a l i i p o l i t i k a u c j e l i n i m o g u b i t i p o d l o ~n i s u s t a v n o j m a n i p u l a c i j i o d s t r a n e m e d i j a . P r e d s t a v l j a l i u t j e c a j m e d i j a n a p o l i t i k u z a i s t a p r o b l e m ? I s t o o v i s i o t o m e k a k o j a v n o s t p r o c e s u i r a i n f o r m a c i j u k o j u m e d i j i e m i t i r a j u . A k o j e j a v n o s t s v j e s n a m e d i j s k o g u t j e c a j a i f i l t r i r a g a i z i n f o r m a c i j e , m e d i j i e t e ak o i m a t i v e l i k u t j e c a j n a f o r m i r a n j e s t a v a j a v n o s t i ( B r a y , K r e p s , 1 9 8 7 . ) . A k o m e d i j i i z v j e at a v a j u p o z i t i v n o ( i l i m a n j e n e g a t i v n o ) o n e k o j p o l i t i
k o j o s o b i i l i o d l u c i , r a c i o n a l n i d i o j a v n o s t i ( s h v a a j u i t o
n i r a s p o n u t j e c a j a ) r a z u m i j e d a
e s t o l o aa v i j e s t n i j e p r i o p e n a d o k j e d o b r a v i j e s t p r e u v e l i
a n a . N e r a c i o n a l n i d i o j a v n o s t i n e f i l t r i r a u t j e c a j ; n a p r i m j e r j a v n o s t m o ~e r a z u m j e t i r a z i n u u t j e c a j a a l i n e r a z u m i j e d o k o j e r a z i n e i s t i o b l i k u j e i z v j e at a v a n j e ; b i h e v i o r i s t i
k i d i o j a v n o s t i p r e m a l o v a ~n o s t i p r i d a j e
i n j e n i c i d a s e n a i z v o r v i j e s t i u t j e
e a p r e v i ae t e ~i n e d a j e s a m o j p o l i t i
k o j i n f o r m a c i j i . T a k a v b i h e v i o r i s t i
k i d i o j a v n o s t i i m a t r a j a n u v j e r a v a
k i u t j e c a j k o j i s v r e m e n o m n e o p a d a ( D e l l a V i g n a , K a p l a n , 2 0 0 6 . ) .
U t j e c a j m e d i j a n a d r u at v o j e e v i d e n t a n j e r s u u
i n c i m e d i j a s v e u k u p n i p r o c e s i p o n a aa n j a k o j e j e m o g u e o b j a s n i t i t i m e d a j e
o v j e k r e c i p i j e n t m a s o v n e k o m u n i k a c i j e ( K u n c z i k , Z i p f e l , 1 9 9 8 . ) . M e d i j i i p o l i t i k a m e u s o b n o s u u v j e t o v a n i ; o d n o s m e u t i m i p a k p r e t e ~e u k o r i s t m e d i j a j e r b i p o l i t i k a t e ak o o p s t a l a b e z m e d i j a , d o k b i m e d i j i b e z p o l i t i k e b i l i z a k i n u t i a l i n e b i p r o p a l i ( e r k e z , 2 0 0 9 . ) . P o s r e d n i
k i o d n o s m e d i j a o d p o l i t i
a r a p r e m a j a v n o s t i j e d i n i j e p r o s t o r u k o j e m s e m o g u d o g o d i t i m a n i p u l a c i j e m a s o v n i h m e d i j a . I a k o s e s m a t r a d a j a v n o s t n e m o ~e b i t i i z l o ~e n a m a n i p u l a c i j i m e d i j a a k o j e s v j e s n a i f i l t r i r a m e d i j s k i u t j e c a j , m e d i j i p o s r e d u j u u p o l i t i
k i m o d l u k a m a , f o r m i r a j u i i s t u d a b i n a t a j n a
i n f o r m i r a n u o d l u k u p r e z e n t i r a l i j a v n o s t i - n a t a j n a
i n m e d i j i p r a t e i a k t u a l n a z b i v a n j a n a s t o j e n a s v a k i n a
i n s v a k o d n e v n i m a k t u a l n o s t i m a z a d r ~a t i u t j e c a j n a k r e a t o r e p o l i t i
k i h o d l u k a ( e r k e z , 2 0 0 9 . ) . U t o j s i t u a c i j i m e d i j i p o s t a j u k r e a t o r i p o l i t i
k e z b i l j e , n e r i j e t k o d e f i n i r a j u i p o ~e l j a n s m j e r n a c i o n a l n e p o l i t i k e , p r e u z i m a j u u l o g u d n e v n o g k r i t i
a r a v l a s t i , f i l t r a i m j e r o d a v n o g s u b j e k t a z a u s m j e r a v a n j e i s t e .
U
i n k o v i t o s t u t j e c a j a m e d i j a n a p o l i t i k u
U k o j o j m j e r i e m e d i j i b i t i u
i n k o v i t i u u t j e c a n j u n a p o l i t i k u i p o l i t i
k o p o n a aa n j e n a j v i ae o v i s i o m e d i j s k o j k u l t u r i . D a n a an j a k u l t u r a m o ~e s e p r e c i z i r a t i t e r m i n o m m e d i j s k a k u l t u r a , a o z n a
a v a s i t u a c i j u u k o j o j s u m e d i j i k o l o n i z i r a l i k u l t u r u i p r e d s t a v l j a j u p r i j e n o s n i k e u d i s t r i b u c i j i k u l t u r e ( e r k e z , 2 0 0 9 . ) . M e d i j s k a k u l t u r a m o ~e s e p o d i j e l i t i n a t r i r a z i n e ( V u j e v i , 2 0 0 1 . ) :
T e h n i
k u r a z i n u k o j a u k l j u
u j e s r e d s t v a i l j u d e k o j i z n a j u r a d i t i s t i m s r e d s t v i m a ;
P r o f e s i o n a l n u k o m u n i k o l o g i j s k o - n o v i n a r s k u r a z i n u k o j a u k l j u
u j e p o z n a v a n j e t e o r i j e
i p r a k s e j a v n o g i n f o r m i r a n j a i k o m u n i c i r a n j a ;
M e d i j s k u k u l t u r u j a v n o s t i k o j a u k l j u
u j e s p r e m n o s t i z n a n j e k o r i at e n j a t e h n i
k i h
s r e d s t a v a , t e s p o s o b n o s t r a z u m i j e v a n j a s a d r ~a j a i n f o r m i r a n j a i k o m u n i c i r a n j a .
T e h n i
k a k u l t u r a j e u p r a v i l u n a n a j v i ao j r a z i n i i n a n j u j e n a j l a k ae u t j e c a t i ; p u n o j e t e ~e p o s t i i o d g o v a r a j u u r a z i n u p r o f e s i o n a l n e k o m u n i k a c i j s k o - n o v i n a r s k e r a z i n e , b u d u i d a j e u H r v a t s k o j r e l a t i v n o m a l i b r o j n o v i n a r a k o j i i m a j u f o r m a l n u n o v i n a r s k u n a o b r a z b u ( v i s o k o t i r a ~n e n o v i n e i k o m e r c i j a l n e t e l e v i z i j e r i j e t k o z a p o al j a v a j u d i p l o m i r a n e n o v i n a r e j e r i m n i s u n i t i p o t r e b n i , b u d u i d a k o n c e p t v i j e s t i n i j e p r o f e s i o n a l n o z a h t j e v a n ) ; a k o j e i i m a j u , n o v i n a r i
e s t o n i s u s p e c i j a l i z i r a n i z a o d r e e n o p o d r u
j e v e p o k r i v a j u v e l i k b r o j i l i s v a p o d r u
j a i n t e r e s a ( p o l i t i k a , s p o r t , c r n a k r o n i k a ) at o r e z u l t i r a v r l o n i s k o m r a z i n o m m e d i j s k e k u l t u r e j a v n o s t i u c j e l i n i . U H r v a t s k o j m e d i j i s v a k o d n e v n o d e f i n i r a j u r a z l i k u i z m e u d o b r e i l o ae p o l i t i
k e p o r u k e , s v a k o d n e v n o p r o c j e n j u j u p o l i t i
k e p o t e z e i s i t u a c i j e s t a v l j a j u i s e u p o z i c i j u u l t i m a t i v n o g s u d a j a v n o s t i ( n p r . p r o g l a ae n j e p o l i t i
a r a k r i v i m z a p r o m e t n u n e s r e u i p r i j e n e g o j e s u d s k i m p r o c e s o m u t v r e n a o d g o v o r n o s t ) p r i
e m u s e p o l i t i
a r i i l i p o l i t i
k e o d l u k e m o r a j u d o d a t n o p o j a an j a v a t i o d s t r a n e p o l i t i
a r a / p o l i t i k e .
U l o g a v l a s n i
k e s t r u k t u r e m e d i j a u u t j e c a n j u m e d i j a n a p o l i t i k u
R e l e v a n t a n e l e m e n t z a o c j e n u u t j e c a j a m e d i j a n a p o l i t i k u
i n i i v l a s n i
k a s t r u k t u r a p o j e d i n i h m e d i j a , b u d u i d a u n u t a r v l a s n i
k i h s t r u k t u r a i s t i h p o s t o j e p o l i t i
k i i l i e k o n o m s k i i n t e r e s n i l o b i j i k o j i m o g u i m a t i m a n j i i l i v e i u t j e c a j n a o b l i k o v a n j e p o l i t i
k i h o u t p u t a k o j i s e p l a s i r a j u j a v n o s t i . D a n a s k a d a j e v e i n a m e d i j a u r u k a m a p r i v a t n i h s u b j e k a t a i k a d a j e n a s n a z i p o r a s t g l o b a l n o g k o m e r c i j a l n o g m e d i j s k o g t r ~i at a , s l o b o d a m e d i j a o s i g u r a n a j e s a m o o n i m a k o j i i h p o s j e d u j u ( A . J . L i e b l i n g ) . U c i j e l o m g l o b a l n o m s u s t a v u f u n k c i o n i r a
v r s t a s p r e g a : m a r k e t i n g m e d i j i - t r a n s n a c i o n a l n e k o m p a n i j e ( G a v r a n o v i , N a p r t a , 2 0 0 8 . ) . T r a n s n a c i o n a l n e m e d i j s k e k o r p o r a c i j e i m a j u s n a ~a n u t j e c a j n a m e d i j s k i s a d r ~a j , p o l i t i k u i k u l t u r u r a z n i h z e m a l j a , p r i
e m u n i t i H r v a t s k a n i j e i z n i m k a .
T a b l i c a 1 . V l a s n i
k a s t r u k t u r a m e d i j a u R e p u b l i c i H r v a t s k o j .
V l a s n i k m e d i j a N a z i v p u b l i k a c i j a u n u t a r g r u p a c i j e W e s t d e u t c h e A l l g e m e i n e Z e i t u n g i E P H , N j e m a
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J u t a r n j i L i s t , S l o b o d n a D a l m a c i j a , S p o r t s k e n o v o s t i , S l a v o n s k i d o m , D u b r o v a
k i v j e s n i k , `i b e n s k i l i s t . G l o b u s , A r e n a , A u t o k l u b , A u t o b l i c , G l o r i a , C o s m o p o l i t a i n , M o t o K l u b , T e e n , M o j a t a j n a , O . K . , G r a z i a , P l a y b o y , T e n a i V i t a . N o v i n s k e a g e n c i j e E P E H A i C r o p i x S t y r i a M e d i e n A G , ( A d r i a m e d i a ) , A u s t r i j a V e
e r n j i l i s t , 2 4 s a t a , P o s l o v n i d n e v n i k , T V t j e d a n , b e s p l a t n i t j e d n i k M e t r o p o l i p o r t a l w w w . n j u s k a l o . h r E l l e , E l l e d e k o r , M e n ' s H e a l t h , N a t i o n a l G e o g r a p h i c , L i s a , a r o l i j a o k u s a , M o j l i j e p i v r t , M o j s t a n , M o j e d i j e t e , S t o r y , S t a r s , G E O , K l i k , G a l a s t y l e , S e n s a i B u r d a m o d e m a g a z i n . M e d i a D e v e l o p m e n t L o a n F u n d , N e w Y o r k N o v i L i s t , G l a s S l a v o n i j e B e r t e l s m a n n A G , R T L D e u t s c h l a n d R TLCentral European Media Enterprises, New YorkNova TVHurriyet, TurskaPlavi Oglasnik Oglasnik Automoto i Oglasnik Nekretnine kao i portala posao.hr, auti.hr, oglasnik.hr i nekretnine.net.Diekmann Vienna Capital Partners (VCP)Nacional, Zagreb News, Gameplay, Superkoarka i 90 Minuta.
Izvor: HYPERLINK "http://hrsvijet.net/index.php?option=com_content&view=article&id=1219:tko-su-pravi-vlasnici-medija-u-hrvatskoj&catid=1:politika&Itemid=9" http://hrsvijet.net/index.php?option=com_content&view=artic l e & i d = 1 2 1 9 : t k o - s u - p r a v i - v l a s n i c i - m e d i j a - u - h r v a t s k o j & c a t i d = 1 : p o l i t i k a & I t e m i d = 9
U z j a v n u t e l e v i z i j u , H T V , u H r v a t s k o j d j e l u j u j o a d v i j e n a c i o n a l n e t e l e v i z i j s k e k u e T V N o v a i R T L H r v a t s k a d o k j e 1 1 l o k a l n i h t e l e v i z i j s k i h p o s t a j a u k l j u
e n o u m r e ~u l o k a l n i h T V p o s t a j a H r v a t s k e ( G a v r a n o v i , N a p r t a , 2 0 0 8 . ) . G r u p a c i j a H U R I N o k u p l j a 3 7 l o k a l n i h l i s t o v a i 1 4 0 l o k a l n i h r a d i j s k i h p o s t a j a . I z v a n t e g r u p a c i j e n a l a z i s e j o a d v a d e s e t a k l o k a l n i h p o s t a j a . J a v n a t e l e v i z i j a u n a d l e ~n o s t i j e V l a d e R H t e s e i s t a s m a t r a u o b i
a j e n i m k a n a l o m k o j i m v l a d a j u e p o l i t i
k e o p c i j e p l a s i r a j u i n f o r m a c i j e u j a v n o s t b e z p r o m j e n e s a d r ~a j a p o r u k e ; p a r a l e l n o k o m e r c i j a l n e t e l e v i z i j e ( p o d u r e d n i
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k e o d l u k e . D n e v n e n o v i n e ( p o s e b n o J u t a r n j i i V e
e r n j i l i s t k o j i i m a j u n a j v e u n a k l a d u ) k r e a t o r i s u p o l i t i
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k i m p r o c e s i m a n a j v e i m d i j e l o m t e m e l j i n a m e d i j s k o j s l i c i p o l i t i
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j u g r a d a G o s p i a u r a z d o b l j u o d 0 1 . 0 5 . d o 0 1 . 0 6 . 2 0 1 2 . g o d i n e p r o v e d e n o j e i s t r a ~i v a n j e n a u z o r k u o d 1 0 0 i s p i t a n i k a , p o d i j e l j e n i h u
e t i r i d o b n e s k u p i n e . A n k e t u j e i s p u n i l a 2 1 o s o b a m u ak o g s p o l a i 7 9 o s o b a ~e n s k o g s p o l a , p r i
e m u s u i s p i t a n i c i i m a l i s l j e d e u o b r a z o v n u s t r u k t u r u : V S S / I - 4 , V S S - 2 3 , V `S - 3 0 , S S S - 3 0 , O `- 3 i s p i t a n i k a .
R e z u l t a t i s u p o k a z a l i d a m e d i j e s v a k o d n e v n o p r a t i 5 0 % i s p i t a n i k a , 1 5 % p r a t i m e d i j e 3 - 4 p u t a t j e d n o , 1 1 % p r a t i m e d i j e 1 - 2 p u t a t j e d n o , d o k i h 2 4 % p r a t i m e d i j e p o v r e m e n o , i z
e g a s e m o ~e z a k l j u
i t i d a j e 7 6 % p o p u l a c i j e u v e e m i l i m a n j e m i n t e n z i t e t u d o t i c a j a s m e d i j i m a :
T a b l i c a 2 . V r s t e m e d i j a k o j e i s p i t a n i c i n a j v i ae p r a t e .
V r s t a m e d i j a % p r a e n j a m e d i j a p o s v i m d o b n i m s k u p i n a m a D o b n a s k u p i n a 1 8 - 3 0 g o d i n a D o b n a s k u p i n a 3 0 - 5 0 g o d i n a D o b n a s k u p i n a 5 0 - 6 5 g o d i n a D o b n a s k u p i n a o d 6 5 + g o d i n a T e l e v i z i j a 3 5 % 2 7 % 3 7 % 2 0 % 1 6 % I n t e r n e t s k i p o r t a l i 2 9 % 4 7 % 4 0 % 1 3 % - D n e v n e n o v i n e 1 9 % 3 1 % 2 7 % 2 3 % 1 9 % R a d i o 1 0 % 1 2 % 2 5 % 4 4 % 1 9 % T j e d n e n o v i n e 4 % 1 7 % 6 6 % 1 7 % - a s o p i s i 3 % 5 0 % 2 5 % 2 5 % - I z v o r : a n a l i z a a n k e t e M a r t a `i m i .
I z t a b l i c e j e v i d l j i v o d a i s p i t a n i c i n a j v i ae p r a t e t e l e v i z i j u t e i n t e r n e t s k e p o r t a l e ; k a d a j e r i j e
o v r s t i i n f o r m a c i j e , i n t e r e s i s p i t a n i k a j e s l j e d e i :
T a b l i c a 3 . V r s t a i n f o r m a c i j e k o j u i s p i t a n i c i p r a t e u m e d i j i m a .
V r s t a m e d i j a % p r a e n j a m e d i j a p o s v i m d o b n i m s k u p i n a m a D o b n a s k u p i n a 1 8 - 3 0 g o d i n a D o b n a s k u p i n a 3 0 - 5 0 g o d i n a D o b n a s k u p i n a 5 0 - 6 5 g o d i n a D o b n a s k u p i n a o d 6 5 + g o d i n a D r u at v e n a s c e n a 3 9 % 5 3 % 2 8 % 1 5 % 4 % P o l i t i k a 3 1 % 1 3 % 4 0 % 2 9 % 1 8 % K u l t u r a 1 3 % 2 5 % 3 1 % 3 8 % 6 % S p o r t 1 0 % 3 9 % 1 5 % 3 1 % 1 5 % C r n a k r o n i k a 7 % 3 7 % 2 5 % 2 5 % 1 3 % I z v o r : a n a l i z a a n k e t e M a r t a `i m i .
P o l i t i k a p r e m a i s t r a ~i v a n j u z a u z i m a v i s o k o d r u g o m j e s t o ; n a j v i ae j u p r a t i d o b n a s k u p i n a o d 3 0 - 5 0 g o d i n a ( 4 0 % ) ; p o l i t i k a u ~i v a v i s o k i n t e r e s i o s t a l i h d o b n i h s k u p i n a at o n e i z n e n a u j e , b u d u i d a g o t o v o p o l o v i c u s v a k o d n e v n o g m e d i j s k o g p r o s t o r a s v i h m e d i j a z a u z i m a j u p o l i t i
k e t e m e , o d n o s n o d a j e i s t e t e ak o i z b j e i . I s p i t a n i c i m a j e p o s t a v l j e n o i n e k o l i k o p i t a n j a o u t j e c a j u m e d i j a n a p o l i t i k u .
T a b l i c a 4 . K a k o i s p i t a n i c i o c j e n j u j u u t j e c a j m e d i j a n a p o l i t i k u .
D A / v e l i k N E / n i k a k a v N E Z N A M M i s l i t e l i d a m e d i j i o b j e k t i v n o i z v j e at a v a j u o p o l i t i c i ? 1 8 % 4 1 % 4 1 % K o l i k o m e d i j i u t j e
u n a V a a s t a v o p o l i t i
a r i m a ? 5 2 % 2 2 % 2 6 % K o l i k i j e u t j e c a j m e d i j a n a p o l i t i
k u k a m p a n j u ? 7 7 % 1 1 % 1 2 % K o l i k o m e d i j i u t j e
u n a i z b o r n i r e z u l t a t ? 7 7 % 1 0 % 1 3 % K o l i k o j e p o v a ae m m i al j e n j u u t j e c a j m e d i j a n a p o l i t i
a r e ? 7 6 % 1 0 % 1 4 % K o l i k i j e p o V a ae m m i al j e n j u u t j e c a j p o l i t i
a r a n a m e d i j e ? 8 5 % 4 % 1 1 % I z v o r : a n a l i z a a n k e t e M a r t a `i m i .
I z t a b l i c e s e m o ~e z a k l j u
i t i d a s a m o 1 8 % i s p i t a n i k a s m a t r a d a m e d i j i o b j e k t i v n o i z v j e at a v a j u o p o l i t i c i d o k i h v e l i k b r o j ( 4 1 % ) n i j e s i g u r a n k o l i k i j e t a j u t j e c a j ; p a r a l e l n o
a k 5 2 % i s p i t a n i k a s m a t r a d a m e d i j i u t j e
u n a n j i h o v s t a v o p o l i t i
a r i m a ( p r e m a i n t e n z i t e t u u t j e c a j a n j i h 2 3 % s m a t r a d a u t j e
u m a l o , 2 6 % s m a t r a d a u t j e
u z n a t n o , a 3 % o c j e n j u j e u t j e c a j i z n i m n o j a k i m ) . N a d a l j e , i s p i t a n i c i u t j e c a j m e d i j a n a i z b o r n i r e z u l t a t i p o l i t i
a r e o c j e n j u j u i z n i m n o v i s o k i m ; o d u k u p n o 7 6 % i s p i t a n i k a n j i h 1 6 % s m a t r a d a j e u t j e c a j m e d i j a n a p o l i t i
a r e m a l i , 3 8 % s m a t r a d a j e u t j e c a j z n a t a n a
a k 2 2 % s m a t r a d a j e u t j e c a j i z n i m n o j a k . Z a n i m l j i v o j e d a i s p i t a n i c i p a r a l e l n o s m a t r a j u d a j e u t j e c a j p o l i t i
a r a n a m e d i j e j e d n a k o j a k o g i n t e n z i t e t a at o p o k a z u j e d a s u i s p i t a n i c i s v j e s n i m e u o v i s n o s t i m e d i j a i p o l i t i k e . T a k o e r , i z r e z u l t a t a i s t r a ~i v a n j a j e v i d l j i v o d a s e i s p i t a n i c i m o g u p r e m a D e l l a V i g n a , K a p l a n ( 2 0 0 6 . ) p o d i j e l i t i u n e r a c i o n a l n i d i o j a v n o s t i ( k o j i r a z u m i j e u t j e c a j a l i n e r a z u m i j e r a z i n u i s t e ) t e b i h e v i o r i s t i
k u j a v n o s t k o j a j e s v j e s n a d a s e n a i n f o r m a c i j u u t j e
e a l i i d a l j e p u n o t e ~i n e p r i d a j e s a m o j p o l i t i
k o j i n f o r m a c i j i .
P r o v e d e n o i s t r a ~i v a n j e p o t v r d i l o j e d a j e j a v n o s t s v j e s n a
i n j e n i c e d a m e d i j i z n a t n o u t j e
u d a f o r m i r a n j e i n f o r m a c i j e k o j a s e p l a s i r a u j a v n o s t , o d n o s n o d a j e u p r e o b l i k o v a n j u p o l i t i
k e p o r u k e n j i h o v u t j e c a j z n a t a n ; p a r a l e l n o s e m o ~e z a k l j u
i t i d a z n a t a n d i o j a v n o s t i n a s l u u j e d a i z v j e at a v a n j e n i j e u p o t p u n o s t i o b j e k t i v n o at o j e s u p r o t n o p e t t e m e l j n i h f u n k c i j a k o j e p r e m a J a n d a e t a l . ( 1 9 9 2 . ) m e d i j i o b a v l j a j u z a p o l i t i
k i s u s t a v : p r i j e n o s v i j e s t i , t u m a
e n j e v i j e s t i , u t j e c a j n a m i al j e n j e g r a a n a , u t v r i v a n j e p r o g r a m a v l a d i n i h a k c i j a t e s o c i j a l i z a c i j a g r a a n a u o d n o s u n a p o l i t i k u .
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P r i l i k o m k o n z u m a c i j e v i j e s t i k o j e i m p l a s i r a j u m e d i j i o s o b e / g r a a n i i m a j u v l a s t i t i s t a v at o d o v o d i d o s e l e k t i v n e s v j e s n o s t i i s l u ~i k a o v r s t a f i l t e r a k o j i o m o g u u j e g l e d a t e l j u d a o b r a t i p a ~n j u n a d e t a l j e k o j i s e s l a ~u s n j e g o v i m m i al j e n j e m . M e d i j i s u p u n o u
i n k o v i t i j i k o d d i j e l a j a v n o s t i k o j a n e m a f o r m i r a n o s t a b i l n o p o l i t i
k o m i al j e n j e ; p r i m j e r i c e n a g l a s a
e k o j i s u f o r m i r a l i v l a s t i t i s t a v t e ak o e u t j e c a t i m e d i j i d o m j e r e u k o j o j e p r o m i j e n i t i n j i h o v o m i al j e n j e . M e d i j i d a n a s
i n e o s n o v n u s a s t a v n i c u s v i h d e m o k r a t s k i h d r u at a v a u k o j i m a z a u z i m a j u j e d n u o d p r e s u d n i h p o z i c i j a u o d a b i r u k o m u n i k a c i j s k i h m o d e l a , a l i i d e f i n i r a n j a p o l i t i
k i h o d l u k a i k a o t a k v i f o r m i r a j u i p l a s i r a j u p o l i t i
k u i n f o r m a c i j u p r i
e m u j a v n o s t p o s t a j e s a m o p a s i v n i p r i m a t e l j i n f o r m a c i j a . U t o m k o n t e k s t u m e d i j i i m a j u a p s o l u t n u k o n t r o l u n a d f o r m i r a n j e m i p l a s m a n o m i n f o r m a c i j e ; n e s a m o p r e m a j a v n o s t i v e i p r e m a p r i m a r n o m k r e a t o r u p o l i t i
k e i n f o r m a c i j e ( p o l i t i c i ) , d o v o d e i i s t u u p o z i c i j u k o n t r o l i r a n o g s u b j e k t a , b u d u i d a m e d i j i o d r e u j u i n t e n z i t e t , v r s t u i k o n t e k s t u n u t a r k o j e g i n f o r m a c i j u p l a s i r a j u . P o l i t i k a u t a k v i m o k o l n o s t i m a p o s t a j e s v o j e v r s t a n t a l a c m a s o v n i h m e d i j a b u d u i d a g u b i k o n t r o l u n a d i n f o r m a c i j o m k o j u ~e l i p l a s i r a t i j a v n o s t i , j e r i s t u m e d i j i m o g u u m a n j o j i l i v e o j m j e r i m o d i f i c i r a t i p r i j e n e g o j u p l a s i r a j u k r a j n j e m k o r i s n i k u .
U t j e c a j m e d i j a n a p o l i t i k u v i d l j i v j e i k r o z
i n j e n i c u d a m e d i j i p o n e k a d e g z a k t n i m p r i m j e r i m a i m p l i c i r a j u n a l o a r a d p r a v n i h i l i i s t r a ~n i h i n s t i t u c i j a , o d n o s n o V l a d e ,
i m e n a o d r e e n n a
i n t r a s i r a j u p r a v a c r a d a V l a d e ( u p u u j u n a p o t r e b u r j e aa v a n j a p o t e n c i j a l n o p r o t u z a k o n i t i h s i t u a c i j a , p o z i v a j u i n s p e k c i j e u o d r e e n e i n s t i t u c i j e ) i s t i
u i u s p j e h u o t k r i v a n j u a f e r a . N a t a j n a
i n m e d i j i n e r a d e u k o r i s t j a v n o g d i s k u r s a v e p r o t i v z r e l e p o l i t i
k e k u l t u r e k o j a z a h t j e v a i n f o r m a c i j u , s u d j e l o v a n j e i o d r e e n u d o z u p o v j e r e n j a ( G r b e aa , 2 0 0 5 ) . P a r a l e l n o m e d i j i k r o z t a k a v n a
i n p r i o p a v a n j a j a v n o s t i n a m e u t e m e ( a g g e n d a s e t t i n g ) i t j e r a j u p o l i t i k u d a s e b r a n i o d s l i k e l o ae g s t a n j a k o j a s e p r i t o m s t v a r a . M e d i j i u t j e
u n a p o l i t i k u i p o l i t i
k o p o n a aa n j e , a k o l i k o e u t o m u t j e c a j u b i t i u
i n k o v i t i o v i s i n a j v i ae o m e d i j s k o j k u l t u r i p o j e d i n c a i d r u at v a u c j e l i n i .
L i t e r a t u r a
B r a y , M a r g a r e t ; D a v i d K r e p s ( 1 9 8 7 ) . R a t i o n a l L e a r n i n g a n d R a t i o n a l E x p e c t a t i o n s . I n : A r r o w a n d t h e A s c e n t o f M o d e r n E c o n o m i c T h e o r y , G . F e i w e l , e d . , L o n d o n , M a c m i l l a n , p p . 5 9 7 6 2 5 .
e r k e z , I v a n a ( 2 0 0 9 ) . O s n o v n a o b i l j e ~j a m e d i j s k e k o m u n i k a c i j e u d e m o k r a t s k o j k u l t u r i . U : S o c i j a l n a e k o l o g i j a , v o l . 1 8 , s t r . 2 8 4 5 .
D e l l a V i g n a , S t e f a n o ; K a p l a n , E t h a n ( 2 0 0 6 ) . T h e F o x N e w s E f f e c t : M e d i a B i a s a n d V o t i n g , I n : N B E R W o r k i n g P a p e r , N o . W 1 2 1 6 9 .
G a v r a n o v i , A n t e ; N a p r t a , R a n k o ( 2 0 0 8 ) . E k o n o m s k i p o l o ~a j m e d i j a u H r v a t s k o j . U : M e d i a n a l i 2 , 3 . , s t r . 6 9 - 8 4 .
G r b e aa , M a r i j a n a ( 2 0 0 5 ) . K r i z a j a v n o g k o m u n i c i r a n j a i i d e j a g r a a n s k o g n o v i n a r s t v a . U : P o l i t i
k o o b r a z o v a n j e , 1 ( 3 ) , s t r . 1 8 4 - 1 9 6 .
H Y P E R L I N K " h t t p : / / h r s v i j e t . n e t / i n d e x . p h p ? o p t i o n = c o m _ c o n t e n t & v i e w = a r t i c l e & i d = 1 2 1 9 : t k o - s u - p r a v i - v l a s n i c i - m e d i j a - u - h r v a t s k o j & c a t i d = 1 : p o l i t i k a & I t e m i d = 9 " h t t p : / / h r s v i j e t . n e t / i n d e x . p h p ? o p t i o n = c o m _ c o n t e n t & v i e w = a r t i c l e & i d = 1 2 1 9 : t k o - s u - p r a v i - v l a s n i c i - m e d i j a - u - h r v a t s k o j & c a t i d = 1 : p o l i t i k a & I t e m i d = 9 ( 2 8 . 0 3 . 2 0 1 3 . )
H Y P E R L I N K " h t t p : / / w w w . a b r a s m e d i a . i n f o / a r h i v a / a r c h i v e / 2 0 1 0 0 6 ? p a g e = 5 " h t t p : / / w w w . a b r a s m e d i a . i n f o / a r h i v a / a r c h i v e / 2 0 1 0 0 6 ? p a g e = 5 ( 2 8 . 0 3 . 2 0 1 3 . )
J a n d a , K e i t h ; J e f f r e y , B . M . ; G o l d m a n J . ( 1 9 9 2 ) . T h e C h a l l e n g e o f D e m o c r a c y G o v e r n m e n t i n A m e r i c a . B o s t o n T o r o n t o , H o u g h t o n M i f f l i n C o m p a n y .
K u n c z i k , M i c h a e l ; Z i p f e l , A s t r i d ( 1 9 9 8 ) . U v o d u p u b l i c i s t i
k u z n a n o s t i k o m u n i k o l o g i j u . Z a g r e b , Z a k l a d a F r i e d r i c h E b e r t .
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j u g r a d a G o s p i a , u p e r i o d u o d 0 1 . 0 8 . - 0 1 . 0 9 . 2 0 1 2 . ; a n k e t a r : s t u d e n t i c a M a r t a `i m i
V u j e v i , M i r o s l a v ( 2 0 0 1 ) . P o l i t i
k a i m e d i j s k a k u l t u r a u H r v a t s k o j . Z a g r e b , `k o l s k a k n j i g a .
H Y P E R L I N K " h t t p : / / w w w . a b r a s m e d i a . i n f o / a r h i v a / a r c h i v e / 2 0 1 0 0 6 ? p a g e = 5 " h t t p : / / w w w . a b r a s m e d i a . i n f o / a r h i v a / a r c h i v e / 2 0 1 0 0 6 ? p a g e = 5
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