Monitoring medija u Srbiji za vreme predizborne kampanje 2016. Monitoring of media in Serbia during the election campaign 2016

Fondacija za otvoreno društvo
1. mart – 30. jun 2016.

U okviru predstojećih izbora, koji će se u Srbiji ove godine održati na svim nivoima vlasti, neophodno je obratiti pažnju na medije koji su nosioci predizbornog procesa uz partije, jer je svaka kampanja koju partije pripremaju, javna, i u najvećoj meri, upravo medijska. Odnosom medija prema učesnicima u kampanji, mediji u Srbiji treba da odgovore na pitanja: šta je interes građana u Vojvodini i Srbiji, kakve to važne političke informacije i saznanja oni treba da steknu tokom perioda kampanje, koja bi im omogućila racionalni izbor između pretendenata za najbolje vršioce vlasti. Mediji treba da na osnovu svoje ciljane publike odluče i kome će dati prednost u izveštavanju, lokalnim, pokrajinskim ili republičkim izborima, da li će obratiti pažnju na rodnu perspektivu i nacionalne zajednice i kakav će biti odnos između tradicionalnih i novih medija.

Cilj projekta „Monitoring medija u Srbiji za vreme predizborne kampanje 2016.“ je utvrditi u kojoj meri se tokom predizborne kampanje zadovoljavaju posebni programski standardi ustanovljeni za pružaoce medijskih usluga (javni servisi i komercijalni mediji), poštuju principi nepristrasnosti i objektivnosti u tretiranju različitih političkih interesa i različitih subjekata, mediji zalagažu za slobodu i pluralizam izražavanja javnog mišljenja, izražavanje kulturnog identiteta manjinskih etničkih zajednica, uz dodatan akcenat na momenat rodne ravnopravnosti, kao i emitovanje sadržaja o delovanju udruženja građana i nevladinih organizacija, kao i korišćenje i razvoj savremenih tehničko-tehnoloških standarda u proizvodnji i emitovanju programa.

Monitoringom je obuhvaćeno 107 medija, koji će biti praćeni u periodu od 30 dana tokom predizborne kampanje. Korpus istraživanja čine programi javnih servisa, nacionalnih komercijalnih televizija, nacionalne štampe i lokalnih medija na srpskom, mađarskom i albanskom jeziku u 17 gradova Srbije. Novosadska novinarska škola, u saradnji sa organizacijama: Centar za podršku ženama – Kikinda, Zaječarska inicijativa, Generator – Vranje, Odbor za ljudska prava – Bujanovac, Edukacioni centar – Leskovac, Alternativni centar za devojke – Kruševac, Centar za humanističke studije – Niš i Sandžački odbor za zaštitu ljudskih prava i sloboda, rukovodi timom od 50 istraživača koji monitoring sprovode po jedinstvenoj metodologiji analize medijskog diskursa. Rezultati monitoringa biće predstavljeni na javnim prezentacijama i u štampanoj publikaciji, čije je objavljivanje planirano za kraj 2016. godine.

Projekat je podržala Fondacija za otvoreno društvo

Kontakt osoba: Marina Kovačev, marina.k@novinarska-skola.org.rsOpen society foundation
1.03. – 30. 06. 2016.

In the context of the upcoming elections, to be held at all levels of government in Serbia this year, it is necessary to pay attention to the media as they are, together with the political parties, holders of the election process. Namely, every campaign of political parties is public and for the most part published in the media. Analysing the attitude of the media towards the participants in the campaign, the media in Serbia should provide answers to these questions: what is the interest of citizens in Vojvodina and Serbia and what kind of the important political information they need to acquire during the campaign period. These answers should enable a more rational choice of citizens among the competitors for the best acting government. Based on the target audience, the media should decide if they are going to give a priority in reporting to the local, provincial or national elections, if they are going to pay attention to the gender perspective and the national communities, and to the ratio between the traditional and new media.

The aim of this media monitoring project is to determine to what extent specific program standards established for the media service providers (public services broadcasters and commercial media) are met during the election campaign; whether principles of impartiality and fairness in treating different political interests and different subjects are respected; whether media are committed to freedom of expression and pluralism of public opinion and the expression of cultural identity of minority ethnic communities. Additional emphasis will be put on gender equality, as well as on broadcasting content on the functioning of citizens’ associations and non-governmental organizations. Additionally, the use and development of modern technical and technological standards in program production and broadcasting will be examined.

107 media will be monitored during 30 days of the election campaign. Research corpus consists of programs of public service broadcasters, national commercial televisions, national press and local media in Serbian, Hungarian and Albanian language in 17 cities in Serbia. Novi Sad School of Journalism, in cooperation with the following organizations: Center for Support of Women – Kikinda, Zajecar Initiative, Generator – Vranje, Council for Human Rights – Bujanovac, Educational Center – Leskovac, Alternative Girls’ Center – Kruševac, Center for Humanistic Studies – Niš and Sandzak Committee for Protection of Human Rights and Freedoms, manages a team of 50 researchers who conduct monitoring using the unique methodology for media discourse analysis. Monitoring results will be presented at the public presentations and in a printed publication, to be issued by the end of 2016.

The project is funded by the Open Society Foundation.

Project coordinator: Marina Kovačev, marina.k@novinarska-skola.org.rs