Media Reporting in Serbia on the European Union

  • Abstract:

    The aim of this paper is to show how much and in which way the electronic and print media in Serbia report on European Union. Considering the fact that Serbia is a candidate country for EU membership, the main hypothesis is that there is a big interest for ‘European topics’ in the media. The first special hypothesis is that the media report on this topic mainly in a positive way, and the other hypothesis is that the participants in the media reports have highly neutral opinions about Serbia becoming a part of EU and ‘Europeanization’ in general. The corpus of this research is 272 theme packages and articles, collected from different media during seven days of monitoring in October 2012. The authors paid special attention to the fact that all types of media should be incorporated in the research, public services, national commercial, regional and local media, tabloids and broadsheets and one quality weekly newspaper. The research was conducted based on a code sheet with 23 categories. Qualitative – quantitative method of media discourse analysis was used and it was found to be most suitable for this type of research, since it questions the society and the culture in which the real interlocutors exchange messages. The preliminary results showed that, in the corpus of all ‘European packages/articles’, 34% were broadcasted at the beginning of radio and TV programs or on the front pages of newspapers, meaning that there is a relatively big media interest for the analyzed topic. About one third of the journalists had a neutral approach to reporting on ‘European topics’, while as much as 75% of the participants in the stories had a positive attitude towards EU membership. That is significantly more than 46% of citizens who supported the process in a research from September 2012.