PROMOTION OF PUBLIC OFFICIALS DURING ELECTION CAMPAIGNS IN SERBIA: HOW TO REGULATE MEDIA COVERAGE OF THE ABUSE OF PUBLIC RESOURCES?
Keywords:
election promotion of public officials, election campaign, media, SerbiaAbstract
The author deals with the media presentation of election campaigns in Serbia. Findings of international organizations specializing in monitoring the election process and domestic researchers say that media coverage of state officials' activities during the election campaign in Serbia is the weakest aspect of their role in election campaigns. Therefore, the author suggests and explains possible legal solutions in order to limit it.
The first part of the article is dedicated to the importance of regulating electoral and political communication. The author exposes the theoretical framework and points to the role of the media, especially television, in the formation of the image of electoral subjects as an important factor of voting motivation. In the second part of the paper, the author makes the connection between election promotion of public officials and media publicity and public relations as forms of promotion in election campaigns.
In the third part of the paper, the frequency of media promotion of public officials taking part in election campaigns in Serbia is indicated. The author concludes that this type of abuse of public resources in the campaign is present in Serbia all the time since the first multiparty elections to date and that it is a television promotion of the most influential politicians in the country, most often the president of the state.
In the final part, the author proposes and explains possible legal solutions in order to limit this type of abuse of public resources in election campaigns. He also points to the role of journalistic practice in limiting this phenomenon and highlights the concern that the proposal to regulate the way journalists report the campaign would encounter their resistance.
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