Mediji u službi javnosti: javni interes iz perspektive publika

master's thesis

• Title (english): Media in Service of the Public: Audience Perspectives on Public Interest
• Author: Helena Rodić
• Mentor: Helena Popović (mentor)
• Committee member: Helena Popović (predsjednik povjerenstva)
• Committee member: Viktorija Car (član povjerenstva)
• Committee member: Zlatan Krajina (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Media and Communication); Zagreb
• Defense date and country: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Suvremene medijske politike kreiraju se primarno uz pomoć kvantitativnih podataka i s temeljem u ekonomsko-tehnološkoj paradigmi gdje se izbori medijskih publika prevode u javni interes. Takve medijske politike za ciljeve imaju pluralizam čije ishodište su medijski korisnici kao potrošači na slobodnom tržištu, a ne građani koji sudjeluju u javnoj sferi. Hrvatske medijske politike se u skladu s europskim prepisuju bez adaptacije za lokalne prilike, tako prebacujući javni interes u ruke ekonomskih i političkih moćnika. Za takav način stvaranja medijskih politika odgovorni su tržišni principi reguliranja medijske industrije, gdje se osim primata proizvodnji profita otvara i put za politikanstvo. S time se efektivno briše utjecaj javnosti na reguliranje medija, a time i javne komunikacije koja je osnova za stvaranje javne sfere.
S pretpostavkom kako medijski korisnici posjeduju više dimenzija interesa od samog izbora pojedinog medija u potrošačku svrhu, provela se kvalitativna analiza mlade, obrazovane publike čije karakteristike pretpostavljaju dovoljno resursa za razumijevanje i korištenje različitih medijskih izvora. Takvom analizom omogućen je podroban uvid u potrebe medijskih korisnika koje nadilaze sam izbor pojedinog sadržaja ili medija. Rezultati su pokazali kako kako dolazi do naturaliziranja tržišnih mehanizama proizvodnje medijskih sadržaja kroz: 1) odabir nekolicine komercijalnih digitalnih portala srednje struje kao glavnih medijskih izvora od kojih se ne očekuje da funkcioniraju potpuno slobodno, 2) isticanje važnosti tema u partikularnom, a ne javnom ključu razumijevanja, 3) nespremnost za financiranje javne radiotelevizije te 4) izravno i neizravno afirmiranje tržišnog determinizma. Mediji u službi javnog interesa baziranog na liberalnom pristupu javne sfere, opisani su kao poželjan cilj, dok su sadržaji koji su posljedica i popratni proizvod politički ovisnih i profitno orijentiranih medija karakterizirane kao nepoželjne.

Abstract (english)

One of the goals of current media policies is media pluralism. Media pluralism as a goal is supported through quantitative research that originates from an techno-economic paradigm that holds the media choices of audiences as public interest. This way media users are soley seen as consumers acting in a free market, and not as citizens participating in a public sphere. Croatian media policies follow Western European policies without much adaptation to local circumstances. With such practices the interest of the public is left in the hands of either political or economy elites. Free market principals of regulating the media industry enable such creation of media policies, thus effectively minimizing the influence of citizens on media regulation, but also on the public communication that is key to producing and maintaining the public sphere.
In this paper it was assumed that media users have multiple dimensions of interests and are not soley acting as consumers. With that in mind, a qualitative analysis was conducted of young, educated audiences whose characteristics assume sufficient resources to understand and use different media sources. Such an analysis can provide a detailed insight into the needs of media users that go beyond the choice of a particular content or media. The results show that online oriented audiences show a naturalization of market oriented media regulation through 1) choosing a few mainstream media outlets that are not expected to provide quality contents, 2) understanding important topics as individually rather than publicly determined, 3) their unwillingness to financially support the public service media and 4) direct and indirect support of exclusively market determined media production. Despite this naturalization, user’s descriptions of ideal media correspond to media as conceived in the classic-liberal media approach of the public sphere. Media contents that are the byproduct of politically dependent and profit oriented media were described as undesirable.

• Keywords: Javna sfera; javni interes; javni servis; medijske politike
• Keywords (english): Public sphere; public interest; public service media; media policy; market oriented media
• Language: croatian
• URN:NBN: urn:nbn:hr:114:383919
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-11-25 12:18:04