ISSN-1855-6175

When Perception Becomes Reality and Truth is Relative: Spin Strategies and Political Influence over Media Reporting in Macedonian Media

assist. prof. dr. Žaneta Trajkoska

Institute of Communication Studies, Skopje, Macedonia


Ko percepcija postane resničnost in resnica relativna: spin strategije in politični vpliv na poročanje v makedonskih medijih

ABSTRACT

The power of politicians presenting itself in front of the public rests in the media, so politicians are likely to use the media to create the preferred media frames and to set the agenda (agenda setting). Worldwide, spin-doctors have their own influence in the modeling of the media reality, processes that are comparable in Macedonia as well. The paper strive to describe the presence of the spinning in Macedonia and its impact on the news content. Furthermore, it deals with the spinning tactics and their manifestation in the political communication, explaining the models in which political spinning is functioning in Macedonia. Main research questions are focused on: (1) how does the process of creating the news is carry out and what affects the news content production; (2) what specific strategic doctrines spin-doctors are using to influence the process of daily reporting and to participate in the creation of the media reality; (3) how the spin-doctors present information and communicate with the public and what methods and tools are characteristic for spinning cycles.

Keywords: spin, political communication, media, political influence, journalism.

JEL classification codes: C7, D7, D8

POVZETEK

Moč politikov, ki se predstavljajo pred javnostjo, je v medijih, zato bodo politiki verjetno medije uporabili za ustvarjanje prednostnih medijskih okvirov in določitev dnevnega reda (agenda setting). Po vsem svetu imajo "spin-doktorji" vpliv na ustvarjanje medijske resničnosti, in ti procesi so primerljivi tudi v Makedoniji. Članek si prizadeva opisati prisotnost spina v Makedoniji in njegov vpliv na vsebino novic. Ukvarja se tudi s taktikami spina in njihovo manifestacijo v političnem komuniciranju, ki pojasnjuje modele, v katerih deluje politični spin v Makedoniji. Glavna raziskovalna vprašanja so osredotočena na to: (1) kako se izvaja proces ustvarjanja novic in kaj vpliva na produkcijo novic; (2) katere specifične strateške doktrine uporabljajo "spin-doktorji" za vplivanje na proces dnevnega medijskega poročanja in sodelovanje pri ustvarjanju medijske resničnosti; (3) kako "spin-doktorji" predstavljajo informacije in komunicirajo z javnostjo ter kakšne metode in orodja so značilni za ciklus spina.

Ključne besede: spin, politično komuniciranje, mediji, politični vpliv, novinarstvo.

JEL klasifikacija: C7, D7, D8

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