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Uti Caj Po Li Tič Kog Pr-A Na Ure Đi Vač Ku Po Li Ti Ku Crno

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Uti Caj Po Li Tič Kog Pr-A Na Ure Đi Vač Ku Po Li Ti Ku Crno DRAGIĆ RABRENOVIĆ Uni ja lo kal nih jav nih emi te ra Cr ne Go re, Bi je lo Po lje, Cr na Go ra DOI 10.5937/kultura1339117R UDK 070.15:32.019.5(497.16)”2013” originalan naučni rad UTI CAJ PO LI TIČ KOG PR-A NA URE ĐI VAČ KU PO LI TI KU CRNO GOR SKIH DNEV NIH NOVI NA (STU DI JA SLU ČA JA PO BJE DA, DAN, VI JE STI I DNEV NE NO VI NE) Sa­že­tak: Slu žbe za od no se sa jav noš ću dr žav nih in sti tu ci ja, po li tič kih par ti ja i nevla di nih or ga ni za ci ja teže da, po sred stvom me di ja, do đu do gra đa na. Port pa ro li i PR slu žbe ni ci po ku ša va ju da ide je i ci lje ve ko je za stu pa ju pred sta ve jav no sti i u tu se svr hu ko ri ste raz li či tim me to da ma i teh ni ka ma. Ia ko su slu žbe ko je se ba ve od no si ma sa javnoš ću i od no si- ma sa me di ji ma u Cr noj Go ri ri jet ke si gur no je da je poja va pla si ra nja in for ma ci ja usta lje na prak sa i pri je ne go što su slu žbe i osno va ne. U ovom ra du ćemo po ku ša ti da sa zna mo ko li ko po li tič ki PR uti če na ure- đi vač ku po li ti ku cr no gor skih dnev nih no vi na i ka kve su kon se kven ce. Po la zi mo od teze da or ga ni za ci je ko je po li tič ki dje lu ju uti ču na me di je vr še ći in di rekt no ti me uti caj i na ši ru jav nost. Ko ri sti će mo me tod kvan- ti ta tiv ne i kva li ta tiv ne ana li ze sa dr ža ja me dij skih ob ja va i kom pa ra tiv ni me tod. Za ana li zu će nam po slu ži ti dnevne no vi ne ko je iz la ze u Cr noj Go ri i to Po bje da, Dan, Vi je sti i Dnevne no vi ne, dok će pe riod ana li ze bi ti na kon ob ja ve iz bor nih re zul ta ta za pred sjed ni ka Cr ne Go re od 20. do 26. apri la 2013. go di ne. Pro vje ri će mo ko li ko se PR slu žbe ko ri ste kao iz vo ri in for ma ci ja, a ko li ko no vi na ri ob ra đu ju ili u cije lo sti pre no se te in for ma ci je, za tim koli ko se me di ji ma do sta vlja sa opšte nja, a ko li ko se ona pro vje ra va ju, kao i to ko li ko su me di ji iz vješ ta va li o ak tu el nim do ga đa ji ma ili su sa mo stal no doš li do od re đe nih in for ma ci ja. Ključ­ne­ri­je­či: me di ji, po li ti ka, PR, dnevne no vi ne, Cr na Go ra 117 DRAGIĆ RABRENOVIĆ Uvod U­ovom­ra­du­će­mo,­kroz­is­tra­ži­va­nje­na­pri­mje­ru­dnev­nih­no- vi­na,­po­ku­ša­ti­da­po­ka­že­mo­da­li­i­ko­li­ko­slu­žbe­za­od­no­se­sa­ jav­noš­ću­po­li­tič­kih­su­bje­ka­ta­u­Cr­noj­Go­ri­uti­ču­na­ure­đi­vač­ku­ po­li­ti­ku­dnev­nih­no­vi­na.­Ka­ko­bi­kon­kret­ni­je­po­zi­ci­o­ni­ra­li­te- mu,­na­sa­mom­po­čet­ku­će­mo­is­ta­ći­da­se,­od­broj­nih­de­fi­ni­ci­ja­ ko­je­po­sto­je­o­od­no­si­ma­s­jav­noš­ću,­slаže­mo­sa­onom­ko­ju­su­ da­li­Ka­tlip,­Sen­ter­i­Brum­po­ko­joj­“Od­no­si­s­jav­noš­ću­pred­sta- vlja­ju­funk­ci­ju­upra­vlja­nja­či­ji­je­za­da­tak­da­us­po­sta­vlja­i­ne­gu­je­ uza­jam­no­ko­ri­sne­ve­ze­iz­me­đu­or­ga­ni­za­ci­je­i­raz­li­či­tih­jav­no­sti­ ko­je­je­okru­žu­ju,­i­od­ko­jih­za­vi­si­uspeh­ili­ne­u­speh­po­me­nu­te­ or­ga­ni­za­ci­je’’.1­ Sva­ka­ko­ da­ je­ za­da­tak­ po­li­tič­kih­ or­ga­ni­za­ci­ja,­ bi­lo­stra­na­ka­ili­dr­žav­nih­or­ga­na,­da­us­po­sta­vlja­ju­ve­zu­sa­gra- đa­ni­ma­i­da­će­u­tom­ci­lju­po­ku­ša­ti­da­se­slu­že­raz­li­či­tim­sred- stvi­ma.­ Ono­ što­ po­ku­ša­va­mo­ da­ sa­zna­mo­ ovim­ is­tra­ži­va­njem­ je­ste­ko­li­ko­su­uti­ca­li­na­me­di­je­u­na­mje­ri­da­do­pru­do­gra­đa­na.­ Za­pra­vo­od­no­si­sa­me­di­ji­ma­kao­spe­ci­ja­li­za­ci­ja,­ka­ko­pri­mje­ću- je­Klja­jić,­“sa­mo­su­je­dan­od­de­lo­kru­ga­ra­da­stru­ke­ko­ju­na­zi- va­mo­pu blic re la ti ons.­Ovaj­sek­tor­je­ta­ko­đe­bi­tan­deo­agen­ci­ja­ za­PR­(mar­ke­ting­i­adver­taj­zing),­a­nje­go­va­va­žnost­se­mo­žda­ naj­bo­lje­ogle­da­u­sa­da­već­esnaf­skoj­iz­re­ci­ko­ja­gla­si ‘Ono­če­ga­ ni­je­bi­lo­u­me­di­ji­ma,­kao­da­se­ni­je­ni­do­go­di­lo’.’’2­Si­gur­no­da­ su­ovo­ga­svje­sni­pred­stav­ni­ci­po­li­tič­kih­par­ti­ja­i­dr­žav­nih­or­ga­na­ ko­ji­po­ku­ša­va­ju­da­na­raz­li­či­te­na­či­ne­pla­si­ra­ju­one­sa­dr­ža­je­ko­ji­ su­zna­čaj­ni­za­njih.­­ Na­i­me,­ osnov­na­ te­za­ od­ ko­je­ po­la­zi­mo­ u­ ovom­ ra­du­ je­ste­ da­ po­li­tič­ke­par­ti­je,­dr­žav­ni­or­ga­ni­i­ne­vla­di­ne­or­ga­ni­za­ci­je­na­sto­je­ da­po­sred­stvom­me­di­ja,­u­ovom­slu­ča­ju­dnev­nih­no­vi­na,­uti­ču­ na­jav­no­mnje­nje.­Ka­ko­bi­doš­li­do­gra­đa­na­ko­ji­su­im­kraj­nja­ cilj­na­gru­pa­u­tom­pro­ce­su­se­ne­mi­nov­no­slu­že­po­sred­ni­ci­ma,­ to­jest­me­di­ji­ma.­Zaš­to­smo­od­svih­me­di­ja­iza­bra­li­dnev­ne­no- vi­ne­vi­še­je­raz­lo­ga,­me­đu­tim,­mo­že­mo­po­me­nu­ti­stav­Roberta­ Mišela­(Robert­Michels)­po­ko­me­je­štam­pa­“sna­žna­po­lu­ga­za­ osva­ja­nje,­ču­va­nje­i­ja­ča­nje­vla­da­vi­ne­ma­sa­ma’’3­i­do­vo­ljan­raz- log­da­se­upu­sti­mo­u­ana­li­zu.­Sa­dru­ge­stra­ne,­slič­no­gle­diš­te­ ima­ju­i­au­to­ri­knji­ge­Us­peš­ni­od­no­si­s­jav­noš­ću­ko­ji­sma­tra­ju­da­ su­“No­vi­ne­i­da­lje­glav­no­te­žiš­te­si­ste­ma­za­jav­no­in­for­mi­sa­nje,­ ka­da­lju­di­raz­miš­lja­ju­o­pu­bli­ci­te­tu­oni,­sko­ro­in­stink­tiv­no,­mi­sle­ 1­ Ka­tlip,­M.­S.,­Sen­ter,­H.­A.­i­Brum,­M.G.­(2006)­Us peš ni od no si s jav noš ću,­ Be­o­grad:­Slu­žbe­ni­gla­snik,­str.­11. 2­ Klja­jić,­V.­(2012)­In ter vju u štam pi, u on li ne ma ga zi ni ma, na in ter ne tu,­Be- o­grad:­Či­go­ja­štam­pa,­Uni­ver­zi­tet­u­Be­o­gra­du,­Fa­kul­tet­po­li­tič­kih­na­u­ka,­str.­ 139. 3­ Mic­hels,­R.­(1990)­So ci o lo gi ja stra na ka u suvre me noj de mo kra ci ji,­Za­greb:­ In­for­ma­tor,­str.­102. 118 DRAGIĆ RABRENOVIĆ na­no­vi­ne.4­Oni­čak­na­sta­vlja­ju­te­zu­tvrd­njom­da­“ia­ko­vi­še­ni­su­ pri­mar­ni­me­dij­za­ve­ći­nu­lju­di,­no­vi­ne­su­i­da­lje­sna­žno­sred- stvo­za­ob­li­ko­va­nje­jav­nih­pri­o­ri­te­ta­i­uti­ca­ja­na­tok­ras­pra­va’’.5­ Sva­ka­ko­da,­zbog­ova­kvog­shva­ta­nja­ovog­ma­sov­nog­me­di­ja,­ bi­ra­mo­za­is­tra­ži­va­nje­od­nos­po­li­tič­kih­su­bje­ka­ta­i­nji­ho­vih­PR­ slu­žbi­sa­dnev­nim­no­vi­na­ma.­­ Naš­cilj­je­da­is­pi­ta­mo­ko­li­ko­uče­sni­ci­u­po­li­tič­kom­ži­vo­tu­po- sred­stvom­slu­žbi­za­od­no­se­sa­jav­noš­ću­ili­slič­nih­unu­traš­njih­ kan­ce­la­ri­ja­ pla­si­ra­ju­ in­for­ma­ci­je­ me­di­ji­ma­ i­ ko­li­ko­ ih­ me­di­ji­ ob­ja­vlju­ju.­Ov­dje­će­mo­se­slo­ži­ti­sa­Klja­ji­ćem­ko­ji­is­ti­če­da­se­ “Na­ini­ci­ja­ti­vu­PR­struč­nja­ka­kre­i­ra­ju­ve­sti,­iz­veš­ta­ji­i­re­por­ta­že,­ or­ga­ni­zu­ju­ili­čak­re­a­li­zu­ju­in­ter­vjui.­Or­ga­ni­zu­ju­se­po­seb­ni­me- dij­ski­na­stu­pi­kroz­spe­ci­jal­ne­do­ga­đa­je­ko­ji­će­pri­vu­ći­me­dij­sku­ pa­žnju­kao­što­su­pro­sla­ve,­pri­je­mi,­kok­te­li,­saj­mo­vi,­kon­fe­ren- ci­je­za­no­vi­na­re­ili­in­ter­vjui.6 Za­po­tre­be­ovog­ra­da­smo­se­po­slu­ži­li­me­to­dom­kvan­ti­ta­tiv­ne­i­ kva­li­ta­tiv­ne­ana­li­ze­i­kom­pa­ra­ci­jom.­Is­tra­ži­va­li­smo­šta­su­ob- ja­vlji­va­le­cr­no­gor­ske­dnev­ne­no­vi­ne­u­pe­ri­o­du­na­kon­pred­sjed- nič­kih­iz­bo­ra­ko­ji­su­odr­ža­ni­7.­apri­la­2013.­go­di­ne.­Is­tra­ži­va­nje­ je­ra­đe­no­od­20.­do­26.­4.,­jer­je­u­to­ku­tih­se­dam­da­na­oče­ki­va- no­zva­nič­no­pro­gla­še­nje­re­zul­ta­ta,­što­je­pra­ti­la­ve­li­ka­me­dij­ska­ kam­pa­nja.­ Po­zna­to­je­da­su­u­kri­znim­si­tu­a­ci­ja­ma,­ali­i­za­vri­je­me­iz­bor­ne­ kam­pa­nje­i­na­kon­iz­bo­ra­po­ja­ča­na­dej­stva­struč­nja­ka­za­od­no­se­ sa­jav­noš­ću.­Ta­ko­smo,­sma­tra­ju­ći­da­je­pe­riod­na­kon­iz­bo­ra­ko­ji­ su­ima­li­ve­li­kog­od­je­ka­u­me­di­ji­ma,­ana­li­zi­ra­li­pi­sa­nje­dnev­nih­ li­sto­va­sa­raz­li­či­tim­ure­đi­vač­kim­kon­cep­tom,­vla­snič­kom­struk- tu­rom­i­for­ma­tom.­U­ovom­ra­du­smo­ana­li­zi­ra­li­tek­sto­ve­ko­ji­su­ ob­ja­vlji­va­ni­na­stra­ni­ci­ma­unu­traš­nje­po­li­ti­ke,­ali­i­ne­ke­dru­ge­ uko­li­ko­su­se­od­no­si­le­na­ak­tu­el­na­po­li­tič­ka­de­ša­va­nja­u­Cr­noj­ Go­ri.­Ba­zi­ra­li­smo­se­is­klju­či­vo­na­one­tek­sto­ve­ko­ji­su­ve­za­ni­ za­iz­bo­re,­me­đu­tim,­u­is­tra­ži­va­nje­su­uklju­če­ni­i­broj­ni­tek­sto­vi­ ko­ji­su­na­dru­gi­na­čin­po­ve­za­ni­sa­tre­nut­nim­sta­njem.­ U­sa­mom­po­čet­ku­će­mo­uka­za­ti­na­druš­tve­ni­kon­tekst­i­opi­sa­ti­ osnov­ne­ka­rak­te­ri­sti­ke­po­me­nu­tih­dnev­nih­no­vi­na.­Na­kon­to­ga­ će­mo­go­vo­ri­ti­o­na­či­nu­iz­vješ­ta­va­nja­svih­dnev­nih­no­vi­na­po­je- di­nač­no,­kvan­ti­ta­tiv­nim­i­kva­li­ta­tiv­nim­ka­rak­te­ri­sti­ka­ma,­a­za­tim­ će­mo­na­pra­vi­ti­kom­pa­ra­ci­ju.­Ana­li­zi­ra­će­mo­ko­li­ko­je­ob­ja­vlje­no­ tek­sto­va­u­pe­ri­o­du­is­tra­ži­va­nja,­ko­li­ko­je­tek­sto­va­na­ja­vlje­no­na­ 4­ Ka­tlip,­M.­S.,­Sen­ter,­H.­A.­i­Brum,­M.­G.­(2006)­Us peš ni od no si s jav noš ću,­ Be­o­grad:­Slu­žbe­ni­gla­snik,­str.­283.
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