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PREPARING THE PUBLIC FOR COMMERCIALIZATION AND GUIDANCE OF STRUCTURAL MEDIA SPACE TOWARDS ITS FUSION WITH ADVERTISING SPACE

Marina Đukić   ORCID icon orcid.org/0000-0002-3224-9148 ; Department of Cultural Studies, Josip Juraj Strossmayer University of Osijek, Osijek, Croatia
Ivica Šola ; Department of Cultural Studies, Josip Juraj Strossmayer University of Osijek, Osijek, Croatia

Puni tekst: engleski, PDF (712 KB) str. 25-41 preuzimanja: 296* citiraj
APA 6th Edition
Đukić, M. i Šola, I. (2015). PREPARING THE PUBLIC FOR COMMERCIALIZATION AND GUIDANCE OF STRUCTURAL MEDIA SPACE TOWARDS ITS FUSION WITH ADVERTISING SPACE. Ekonomski vjesnik, 28 (1), 25-41. Preuzeto s https://hrcak.srce.hr/140844
MLA 8th Edition
Đukić, Marina i Ivica Šola. "PREPARING THE PUBLIC FOR COMMERCIALIZATION AND GUIDANCE OF STRUCTURAL MEDIA SPACE TOWARDS ITS FUSION WITH ADVERTISING SPACE." Ekonomski vjesnik, vol. 28, br. 1, 2015, str. 25-41. https://hrcak.srce.hr/140844. Citirano 16.05.2021.
Chicago 17th Edition
Đukić, Marina i Ivica Šola. "PREPARING THE PUBLIC FOR COMMERCIALIZATION AND GUIDANCE OF STRUCTURAL MEDIA SPACE TOWARDS ITS FUSION WITH ADVERTISING SPACE." Ekonomski vjesnik 28, br. 1 (2015): 25-41. https://hrcak.srce.hr/140844
Harvard
Đukić, M., i Šola, I. (2015). 'PREPARING THE PUBLIC FOR COMMERCIALIZATION AND GUIDANCE OF STRUCTURAL MEDIA SPACE TOWARDS ITS FUSION WITH ADVERTISING SPACE', Ekonomski vjesnik, 28(1), str. 25-41. Preuzeto s: https://hrcak.srce.hr/140844 (Datum pristupa: 16.05.2021.)
Vancouver
Đukić M, Šola I. PREPARING THE PUBLIC FOR COMMERCIALIZATION AND GUIDANCE OF STRUCTURAL MEDIA SPACE TOWARDS ITS FUSION WITH ADVERTISING SPACE. Ekonomski vjesnik [Internet]. 2015 [pristupljeno 16.05.2021.];28(1):25-41. Dostupno na: https://hrcak.srce.hr/140844
IEEE
M. Đukić i I. Šola, "PREPARING THE PUBLIC FOR COMMERCIALIZATION AND GUIDANCE OF STRUCTURAL MEDIA SPACE TOWARDS ITS FUSION WITH ADVERTISING SPACE", Ekonomski vjesnik, vol.28, br. 1, str. 25-41, 2015. [Online]. Dostupno na: https://hrcak.srce.hr/140844. [Citirano: 16.05.2021.]

Sažetak

Through genre structure analysis of the Television´s Zagreb First Channel schedule from the beginning of 1970´s till the end of the 1980´s accompanied by analysis of advertising in same period, the paper will examine the ways and intensity of commercialization entrance in Croatian media space dominated then by state media. Television schedule genre change and the broadcast of economic propaganda program will point out the different character of the television. It can be said that it will serve for preparing the public for commercialization entrance and guidance of structural media space towards its fusion with advertising one. The assumption is that in spite of the TV schedule change, which was in economic sense accompanied by economy reforms in order to establish market economy, the public wasn´t yet delivered to advertisers. One of the clarification lies in the role of the media, which then had revolutionary function with main purpose of not the voters’ generation but only to create patriots. The paper will reproduce a kind of public transformation genesis from latent status in state guided media system to same status of latent consumers in dual media model.

Keywords: Public, Commercialization, Genres, Television schedule, Advertising

 

Hrčak ID: 140844

URI
https://hrcak.srce.hr/140844

Posjeta: 459 *