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PARLIAMENTARY ELECTIONS 2008 NO. 3 M EDIA M IRROR JUNE 2008 Media Monitoring in the Republic of Macedonia, 2008 / Editor: Goran Stojkovski, Ph.D / Analysts: Biljana Mihajlovska, Daut Dauti, Vasil Ashtalkovski, Marijana Markovic, M.A / Monitors: Aleksandar Stevanovski, Aneta Necak, Edmond Sotir, Sultana Culeva / NGO Info - center: Nikola Trimpare 18-1/5 1000 Skopje; tel/fax: (02) 3233 560; (02) 3216 690, [email protected]; [email protected] www.nvoinfocentar.org.mkНВО Инфоцентар Извештај, ноември - декември 2007 страна 1 од 13 CONTENTS 1. Introduction 3 2. Media Approach to Social-Political Events and Manner of Information 4 2.1. General Conclusions 4 2.1.1. Comparative Data on Campaign Coverage 4 2.2. Comment on Media Approach to Topics 5 APPENDICES Error! Bookmark not defined. Intensity of Publication of Material per Media Error! Bookmark not defined. For the period: May 26–31, 2008 Error! Bookmark not defined. Media Monitoring in Republic of Macedonia 2 NGO Info-center, June 2008 1. INTRODUCTION "Media Mirror" is a programme for continuing monitoring of the media in the Republic of Macedonia, which aims to provide a clear picture of the professional standards and criteria of reporting applied by the media, but also on the manner in which they cover and interpret the key social processes and events. This edition of the Media Mirror presents the results of the monitoring and analyses of media coverage of the Parliamentary Elections 2008, for the period from May 26 to May 31, 2008. A special methodology was designed for the purpose of this monitoring, first of its type in Macedonia, which was tested and implemented by a team of one editor, four analysts and four observers. The monitoring included six daily newspapers and six national television broadcasters: “Vecer”, Vreme”, “Dnevnik”, “Utrinski vesnik”, “Koha”, “Spic”, A1 TV, Kanal 5 TV, MTV 1, MTV 2, Sitel TV and Alsat-M TV. The media were selected for the monitoring on the basis of the perceived influence they have, or may have, on the general public in the Republic of Macedonia. The applied methodology shows whether the media treatment of the events is thorough, moderate and balanced; whether the journalist texts and stories are supported by precisely named and identified sources; whether they consulted all sides involved in conflict situations; whether they avoid making arbitrary comments and evaluations; etc. In addition, the analysis explores the manner in which the information is presented (scope, time, source and placement); whether it was accompanied with appropriate illustration; what was the treatment given to diverse political options and personalities, the divers ethnic and cultural values, through the use of terminology and language; how did they use the journalistic genres and whether there were and what were the differences between the monitored media in terms of presentation of same events or phenomena. The monitoring and analysis aim to present factual data on the position individual media adopted towards the election campaign of the political parties and coalitions involved in the Elections. The monitoring and the analysis explain if the analysed articles and TV stories have adopted positive, negative or neutral approach in the reports covering the activities of political parties and the campaign developments and activities. In addition to various political platforms, coalitions, political parties and their respective campaigns, special attention was paid to the reports on political figures, institutions, ethnic and religious communities, in the context of the elections. The subject of this analysis was the media treatment of: 1. Coalition “For Better Macedonia” (FBM - VMRO-DPMNE and others) 2. Coalition “Sun – Coalition for Europe” (SDSM and others) 3. Democratic Union for Integration (DUI) 4. Democratic Party of Albanians (DPA) The selection of these entities was made on basis of the following criteria: 1. The current position in the Parliament; 2. There ranking after the last Parliamentary Elections; 3. Assumed influence in the media and on Macedonian politics, public opinion and society. A total of 475 published items were analyzed during the period covered by this analysis: text, illustrations, cartoons and comics, articles in the central news programmes covering the said topics. Paid political advertising are airtime commissioned by political parties for reports from their rallies were not subject to this monitoring. We did, however, take into account political advertising aired within the news programmes, but not in the regular advertising programming blocs. This monitoring covered the following news programmes: 1. А1 TV 26-31.05.2008: 19:00 h. 2. Kanal 5 TV 26-31.05.2008: 23.00 h. 3. MTV 1 26-31.05.2008: 23.00 h. (“Macedonia votes”) 4. MTV 2 (Programme in Albanian) 26-31.05.2008: 22:00 h. Media Monitoring in Republic of Macedonia 3 NGO Info-center, June 2008 5. Sitel TV 26-31.05.2008: 18.00 h. 6. Alsat-M TV 26-31.05.2008: 20:00 h. 2. MEDIA APPROACH TO SOCIAL-POLITICAL EVENTS AND MANNER OF INFORMATION 2.1. GENERAL CONCLUSIONS ● In the last week of elections campaign, VMRO-DPMNE and its Coalition for Better Macedonia kept the advantage in the media coverage enjoyed during the campaign. It also kept the dominance established through the media owned by leaders of political parties in the FBM coalition. That dominance was further augmented by the exhaustive coverage dedicated to the incumbent technical Government and its achievements and successes in the news programmes of the public TV service. ● At the finale of the election campaign, the media were mainly divided into: a) the media that followed, analyzed and criticized the actions of the FBM coalition and the Technical Government; and b) the media that were enthusiastic in their positive treatment of the FBM Coalition and the incumbent Government. Such propagandist approach was greatly evident in the media owned by leaders of parties directly involved in the Coalition. ● The main cause for criticism directed at the FBM Coalition was the fact that “VMRO-DPMNE’s leader skilfully avoided all topics that could have threatened his success at the ballot”. Most commentators say that those topics were of national interest and that the whole society, not just the political opponents, expected to be answered by the incumbent Prime Minister. According to the media, those topics include the name dispute, the failure to get membership invitation from NATO, the possible fiasco of negotiations with EU, the deteriorated international position of the country after the NATO Summit in Bucharest, rising inflation and unemployment rates. ● A number of media were especially critical of the manner in this the campaign was conducted. The journalists say that the campaign was a manifestation of verbal and physical aggression of the participants, aimed to install fear and uncertainty with the citizens. Although there was less open criticism of the very fact that early elections were called, it continued, however, because of concerns that it may result in failure to meet the “ninth condition for EU membership”, the fair and democratic elections. Some media criticized the Ministry of Interior over engaging a huge number of policemen while failing to deal the delicate situation properly. ● The media criticism of the decision for call for early elections was especially evident in the context of violent incidents in the Albania political bloc. The Macedonian language media were almost unanimous in their view that violence may seriously undermine the stability of the country. They all put emphasis on statements by international representatives, noting that the two parties of the Macedonian Albanians “were closely tied to their Macedonian partners”, emphasizing the “those ties could be used to ease the tensions”. ● The most common commentary of the campaign can be summarized as follows: “This was one of the dirtiest campaigns in history, and there is no need to comment on the incidents any more”. In that context, the commentators called on the public to say: “Enough! We should not allow certain groups, individuals and irresponsible politicians make us all live in fear”. 2.1.1. Comparative Data on Campaign Coverage For a detailed statistical breakdown of each media's coverage of individual parties and coalitions, see the appendix to this Report (Table on Intensity of Publication of Materials Per Media in the Analyzed Period). Media Monitoring in Republic of Macedonia 4 NGO Info-center, June 2008 2.2. COMMENT ON MEDIA APPROACH TO TOPICS Coalition “For Better Macedonia" There was great contrast between the discourses used by two distinct groups of media. On one side were the media strongly critical of the FBM Coalition, on the other side were the media that had only strong praise of it. VMRO-DPMNE and the technical Government are the dominant partners in the coalition. The monitoring registered the whole range of articles, from those offering strong criticism, negative opinions and prognosis, to articles that offer uncompromising and total praise and enthusiastic promotion of Coalition policies and its representatives. The criticism in “Utrinski vesnik”, “Spic” and “Dnevnik” was particularly intensive. The main characteristic of their coverage is the criticism preceded by longer or shorter analysis of the manifested behaviour of the target of the criticism. There was an evident intent to analyze the policies and actions in such a manner as to provide the basis for the criticism.1 The media share the general impression that “VMRO-DPMNE’s leader skilfully avoids all topics that may threaten his success at the ballot”. Most commentators say that those topics were of national interest and that the whole society, not just the political opponents, expected to be answered by the incumbent Prime Minister. According to the media, those topics include the name dispute, the failure to get membership invitation from NATO, the possible fiasco of negotiations with EU, the deteriorated international position of the country after the NATO Summit in Bucharest, rising inflation and unemployment rates.