Upravljanje medijskim izvještavanjem i komuniciranjem s javnošću: kvalitativna analiza

Sažetak

The presence of Turkey in the Western Balkans has a diffe­rent media perception, which indicates the importance of diffe­rences within the regional and national context, regardless of the structural similarities resulting from historical development and common centuries-old belonging to the Ottoman heritage. This qualitative study presents a retrospective analysis of media con­tent based on polarized coverage of the Turkish presence in Bo­snia and Herzegovina and Kosovo. The key goal is to point out the role of the media as the strongest potential against the spread of misinformation, which should be bound by strict ethical ru­les, ensuring freedom of expression and the fundamental right of citizens to obtain real and truthful information. The results of the research show that media coverage and the attitude towards public opinion in Bosnia and Herzegovina depend on the poli­tical climate in that country, while Kosovo media is dominated by the interest of the general public in getting to know the real background of the new Turkish foreign policy. Without going into the question of whether the renewal of Turkish influence in the Balkans resulted from ambitions to join the European Union or existed independently of it, from the point of view of Brussels and Ankara it is clear that Türkiye’s role in international relati­ons is inevitable, and that this country will continue to position itself more and more as an active partner of the countries of the Western Balkans and the European Union