HOSTILE MEDIA EFFECT ON IMMIGRANT ISSUE IN SERBIA
Keywords:
hostile media effect, new media, perceived media bias, perceived media influence, migrant issueAbstract
This research is tasked with exploring the presence of Hostile media effect in context of immigrant issue in Republic of Serbia. Due to the development and use of new media, this study is focused on social network sites population in Serbia. Statistical analysis was conducted on the sample of 528 survey respondents, which found support for hypothesis that individuals with higher anti-immigrant sentiment perceive media as biased in favor of immigrants, while individuals with higher pro-immigrant sentiment perceive media bias as negative to immigrants. In addition to that, this research explores to what extent do age, education and gender influence perceived media bias, compared to personal opinion of immigrants. Findings suggest that the personal opinion is the most dominant factor when determining how will the media bias be perceived, regardless of the objective bias of that media. Use of various media formats and the possible differences in personal opinion of migrants that might occur as a result of that use has been analyzed as well. The data suggests that the use of different media formats does not lead to development of any particular opinion towards immigrants. Social network sites use on the other had, does show a relationship with perceived media bias, which is different from the one observed with the increased use of the traditional media, primarily television and print newspapers. Apart from Hostile media effect analysis, this research analyses personal opinion of the respondents and compares the results with previous research in the field of immigration and security studies. With emphasis on the dangers of low amount of information that respondents in this, and other surveys, show in case of the issue this research identifies the short-comings of media and government actions that might lead to increase in fake news amount.
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