MEDIJSKA RETORIKA U PREDIZBORNOM RAZDOBLJU 2007. Analiza dnevnoga tiska

• Main Authors: BALABANIĆ, Ivan; Institute of Social Sciences Ivo Pilar; Zagreb; [e-mail], MUSTAPIĆ, Marko; Institute of Social Sciences Ivo Pilar; Zagreb
• Format: Text
• Language: Croatian
• Published: Institute of Social Sciences IVO PILAR 2008
• Subjects: analiza sadržaja; izborna kampanja; dnevni tisak; politička komunikacija; političke stranke; content analysis; election campaign; daily newspapers; political communication; political parties; Zeitungsanalysen; Wahlkampf; Tagespresse; politische Kommunikation; politische Parteien; Kamen’; sami
• Online Access: http://hrcak.srce.hr/29430; http://hrcak.srce.hr/file/46253

Analizom sadržaja šest dnevnih listova u parlamentarnoj izbornoj kampanji 2007. godine pokušale su se utvrditi glavne osobine medijskoga praćenja politike u predizbornom razdoblju i glavne oblike političke retorike u izbornoj kampanji. Pokazalo se da je došlo do vrlo velike medijske bipolarizacije političke scene s naglaskom na HDZ i SDP. Izborna kampanja protekla je bez naglašavanja konkretnih društvenih problema, a glavna tema medijskoga praćenja politike i političke komunikacije bili su upravo sami izbori i stranačke predizborne aktivnosti. U retorici predstavnika političkih stranaka prevladavala je afirmativna retorika, odnosno prilozi s izjavama u kojima su se predstavnici stranaka osvrtali na svoj rad, davali razna obećanja ili su općenito pozitivno govorili o sebi i svojoj stranci. U približno trećini priloga s izjavama političara, stranački su se akteri u negativnom kontekstu osvrtali na druge stranke (isticali njihove nedostatke ili nepovoljno govorili o drugoj stranci općenito). Nuđenje rješenja konkretnih problema gotovo je potpuno izostalo, a najzastupljenije su bile izjave u kojima su političari davali samo općenita obećanja. Takvi rezultati pokazuju da se u aktualnoj političkoj komunikaciji u Hrvatskoj mogu prepoznati trendovi koji su u skladu s teorijama koje govore o "pakiranju politike", stvaranju "političkoga spektakla" i "medijskoj kolonizaciji politike". By means of content analysis in six daily newspapers during the 2007 parliamentary election campaign there was an attempt to determine the main characteristics of political media coverage in the pre-election period and major forms of political rhetoric in the election campaign. The results indicate that a huge bipolarisation of the political scene with an emphasis on the two political parties HDZ and SDP occurred in the media. The election campaign passed without accentuating particular social problems, and the main topic of political media coverage as well as of political communication was the election itself and the pre-election party activities. As regards the rhetoric of political party representatives an affirmative rhetoric was dominant, i.e. reports containing statements in which party representatives commented upon their work, gave various promises or generally spoke positively about themselves or their party. In approximately one third of the reports containing politicians’ statements, the party actors spoke in a negative context about other parties (emphasised their faults or spoke adversely towards another party in general). There was a complete lack of solutions to particular problems and the most frequent were statements in which politicians gave only general promises. Such results indicate that in the current state of political communication in Croatia trends can be identified in accordance with theories of "packaging politics", constructing "the political spectacle" and "colonisation of politics by the media". Aufgrund einer Analyse zum Inhalt sechs verschiedener kroatischer Tagesblätter, die in der Zeit des Wahlkampfs die Vorbereitungen zu den kroatischen Parlamentswahlen 2007 verfolgten, versuchten die Autoren, die Hauptmerkmale der Berichterstattung sowie die wichtigsten Formen der politischen Rhetorik aus dieser Zeit zu ermitteln. Es war, wie sich erwies, in den Medien zu einer ausnehmend starken Bipolarisierung der politischen Szene gekommen, wobei die Betonung auf den führenden Parteien HDZ und SDP lag. Der Wahlkampf verlief ohne die Thematisierung konkreter gesellschaftlicher Probleme; der Hauptgegenstand in der Berichterstattung über das politische Geschehen waren die Wahlen selbst und die Wahlkampfaktivitäten der einzelnen Parteien. In der Rhetorik der Parteienvertreter überwogen affirmierende Aussagen bzw. Beiträge über eigene Leistungen, unterschiedliche Versprechen oder allgemeine positive Äußerungen über sich selbst und die eigene Partei. In etwa einem Drittel der Zeitungsberichte, in denen Politiker zu Wort kamen, äußerten sich diese negativ über andere Parteien (unterstrichen deren Mängel oder äußerten sich allgemein negativ über eine andere Partei). Es waren so gut wie keine Lösungsvorschläge zu konkreten Problemen zu vernehmen, sondern überwiegend Versprechen unverbindlicher Art. Solche Ergebnisse lassen in der aktuellen politischen Kommunikation in Kroatien auf Trends schließen, die übereinstimmen mit Theorien über „politische Spektakel” und die „Medienkolonisierung der Politik”.