Uticaj medijske digitalizacije na političku komunikaciju u Srbiji
Sažetak
Politička komunikacija je izuzetno važna jer poruke koje se upućuju biračima imaju odlučujući uticaj na formiranje njihovih stavova o političkim pitanjima i ličnostima, izlasnost na izbore i, samim tim, na izborni ishod. Ova studija ima za cilj da pruži uvid u savremenu digitalnu političku komunikaciju u Srbiji, što postiže istraživanjem preferencija birača u vezi sa dobijanjem političkih informacija putem televizije i štampanih medija, kao i putem zvaničnih internet sajtova i društvenih mreža u vlasništvu emitera. Većina postojećih akademskih radova iz oblasti digitalne političke komunikacije ističe značaj digitalnih tehnologija za oblikovanje biračkih stavova i strukturiranje političkih kampanja, smatrajući za činjenicu spremnost građana da informacije dobijaju pretežno putem digitalne sfere. Prepoznali smo značaj istraživanja veoma nedovoljno istraženog procesa prelaska pažnje građana sa tradicionalnih na digitalne medije. Stoga smo postavili istraživačku hipotezu da bi savremena politička komunikacija trebalo da se sprovodi pretežno digitalno. Našu hipotezu evaluirali smo putem eksplorativne studije zasnovane na nizu pitanja koja se odnose na navike ispitanika u vezi s dobijanjem političkih informacija putem svih relevantnih tradicionalnih ili digitalnih medija koji deluju u Srbiji. Sirovi podaci su kodirani radi ubacivanja u SPSS i kvantitativno analizirani korišćenjem mera deskriptivne statistike, kao što su minimum, maksimum, aritmetička sredina, standardna greška i standardna devijacija. Naknadna kvalitativna analiza ubedila je autore da hipotezu treba prihvatiti, jer ispitanici nedvosmisleno preferiraju da stiču politička znanja putem interneta, iako su i dalje skloni da se informišu i putem tradicionalnih medija.
Reference
Altay, S., Berriche, M., & Acerbi, A. (2023). Misinformation on Misinformation: Conceptual and Methodological Challenges. Social Media + Society, 9(1), 1-13. doi:https://doi.org/10.1177/20563051221150412
Antypas, D., Preece, A., & Camacho-Collados, J. (2023). Negativity spreads faster: A large-scale multilingual twitter analysis on the role of sentiment in political communication. Online Social Networks and Media, 33, 1-15. doi:https://doi.org/10.1016/j.osnem.2023.100242
Bartosz, K. (2022). Information Overload: The Real Problem or a Temporary Phenomenon of Modern Cultures? Kommunikation Medien(14), 1-10. doi:https://doi.org/10.25598/JKM/2022-14.37
Bennett, L., & Pfetsch, B. (2018). Rethinking Political Communication in a Time of Disrupted Public Spheres. Journal of Communication, 68(2), 243–253. doi:https://dx.doi.org/10.1093/joc/jqx017
Bhat, A. H. (2019). Social Media and Political Conflict. International Research Journal of Management Sociology & Humanity, 10(10), 282-291. doi:https://doi.org/10.32804/IRJMSH
Boulianne, S., Oser, J., & Hoffmann, C. P. (2023). Powerless in the digital age? A systematic review and meta-analysis of political efficacy and digital media use. New Media & Society, 25(9), 2512-2536. doi:https://doi.org/10.1177/14614448231176519
Cohen, J., Tsfati, Y., & Sheafer, T. (2008). The Influence of Presumed Media Influence in Politics; Do Politicians’ Perceptions of Media Power Matter? Public Opinion Quarterly, 72(2), 331-344. doi:https://doi.org/10.1093/poq/nfn014
Flanagin, A., & Metzger, M. J. (2014). Digital Media and Perceptions of Source Credibility in Political Communication. In K. Kenski, & K. Hall Jamieson (Eds.), The Oxford Handbook of Political Communication (pp. 417-436). Oxford: Oxford Academic. doi:http://dx.doi.org/10.1093/oxfordhb/9780199793471.013.65
Gainous, J., Abbott, J. P., & Wagner, K. M. (2019). Traditional Versus Internet Media in a Restricted Information Environment: How Trust in the Medium Matters. Political Behavior, 41(2), 401-422. doi:https://doi.org/10.1007/s11109-018-9456-6
Gómez-García, S., Zamora, R., & Berrocal, S. (2023). New Frontiers for Political Communication in Times of Spectacularization. Media and Communication, 11(2), 109-112. doi:https://doi.org/10.17645/mac.v11i2.7069
Jevtović, Z., & Cebalović, M. (2018). Političko komuniciranјe i nove strategije PR-a na društvenim mrežama u Srbiji. Politička revija, 56(2), 5-23. doi:https://doi.org/10.22182/pr.5622018.1
Karlsen, R., & Aalberg, T. (2023). Social Media and Trust in News: An Experimental Study of the Effect of Facebook on News Story Credibility. Digital Journalism, 11(1), 144-160. doi:https://doi.org/10.1080/21670811.2021.1945938
Koc-Michalska, K., Klinger, U., Bennett, L., & Römmele, A. (2023). (Digital) Campaigning in Dissonant Public Spheres. Political Communication, 40(3), 255-262. doi:https://doi.org/10.1080/10584609.2023.2173872
Kruse, L. M., Norris, D. R., & Flinchum, J. R. (2017). Social Media as a Public Sphere? Politics on Social Media. The Sociological Quarterly, 59(1), 62-84. doi:https://dx.doi.org/10.1080/00380253.2017.1383143
Oparaugo, B. (2021). Media and Politics: Political Communication in the Digital Age. International Journal of Multidisciplinary Research and Explorer, 1(2), 14-23. doi:https://doi-ds.org/doilink/02.2021-85426151/IJMRE
Pilik, M., & Ahmadov, Z. (2020). The Evolution of the Internet and the Advantages of Online Marketing in This Context. Audit Journal, 28(2), 86-94. Retrieved 1 31, 2024, from https://audit-journal.az/files/articles/57.pdf
Radović, V., & Dojčinović, M. (2022). Web Media as an Alternative Sphere of Information in Post-journalism. 465-481. Univerzitet u Nišu, Filozofski fakultet, departman za komunikologiju i novinarstvo. doi:https://doi.org/10.46630/jkaj.2022.28
Roa Robles, L. M. (2019). Redes sociales y jóvenes universitarios: influencia de la red social Facebook en el comportamiento electoral de universitarios en las elecciones presidenciales 2018. Bogota: Pontificia Universidad Javeriana, Facultad de Ciencia Política y Relaciones Internacionales.
Ruess, C., Hoffmann, C. P., Boulianne, S., & Heger, K. (2023). Online political participation: the evolution of a concept. Information, Communication & Society, 26(8), 1495-1512. doi:https://doi.org/10.1080/1369118X.2021.2013919
Salh, A. (2017). Impact of Mass Media on Politics. Media Dialogues, 10(26), 195-199. Retrieved 1 31, 2024, from https://medijskidijalozi.files.wordpress.com/2017/02/md-26-za-c5a1tampu.pdf
Schäfer, A. (2023). Digital heuristics: How parties strategize political communication in hybrid media environments. New Media & Society, 25(3), 522-539. doi:https://doi.org/10.1177/14614448211012101
Strömberg, D. (2015). Media and Politics. The Annual Review of Economics, 7, 173-205. doi:https://doi.org/10.1146/annurev-economics-080213-041101
Velički, D., Dumančić, M., & Topolovčan, T. (2017). The Net Generation, the Internet, and Political Communication and Participation. Croatian Journal of Education, 19(1), 237-266. doi:https://doi.org/10.15516/cje.v19i1.2245
Vidić, K., Rakar, M., & Đajić, M. (2011). Politička komunikacija na internetu. Belgrade: Centar modernih veština.
Weeks, B. E., & Gil de Zúñiga, H. (2019). What’s Next? Six Observations for the Future of Political Misinformation Research. American Behavioral Scientist, 65(2), 1-13. doi:https://doi.org/10.1177/0002764219878236
