30. 10. 2011

Activities of ANEM project “Crossing the Bridge of Diversity” – Research

How the media tackle ethnic minorities in their programs, what are the most common journalistic practices in producing these programs, their scope, structure and quality, what is the attitude of journalists towards the ethnic cultural differences, what are the dominant media messages that form public opinion and public attitudes towards ethnic minorities in Serbia, what is the general perception of the public on ethnic cultural diversity issues, what is the link between the media, journalists and the public in the chain of forming stereotypical ways of thinking about certain ethnic minority groups - these are some of the most important issues treated in the research, which was conducted in the first months of implementation ANEM one-year project "Crossing the Bridge of Diversity".

The research was conducted during August, September and October 2011, by the research team of ANEM partner on this project, the Faculty of Political Sciences, Belgrade, under the leadership of professor Snjezana Milivojevic, PhD, in cooperation with ANEM. Through the analysis of secondary research materials, quantitative analysis of media programming structures and schemes, qualitative program content analysis of selected media in Serbia in three territorial areas (northern, central and southern Serbia), as well as through focus groups with journalists and citizens - the public, the research was aiming to identify the main characteristics and shortcomings in presenting selected ethnic groups in the media, as well as the complex process of forming stereotypical attitude towards the ethnic minority communities in Serbia, which involved both the media and journalists and citizens - the audience.

Within three months of research work, research materials on variety and presence of topics of ethnic cultural diversity in the media were actively collected and analyzed, with conducted quantitative and qualitative analysis of program offerings of the media and participation of a significant number of ANEM stations. Furthermore, eight focus groups in 4 cities were organized (Novi Sad, Cacak, Nis and Belgrade), with a large number (total 76) participants, of which 39 journalists and 37 citizens - audience of carefully balanced gender, age and education and with a large number of representatives of ethnic minority communities among them. The results of the research will be announced in November, after the conclusion of the ongoing analysis of all collected data. The research results will be used in preparation of the Recommendations for media reporting on ethnic cultural diversity in Serbia, which would be the basis for a new approach to these topics and for determining the concept of radio and TV series (10 programs per each) planned by this project. Recommendations should serve as a guide to journalists about the forms of stereotypical coverage of certain ethnic communities that need to change, as well as instructions for how such programs can be made more innovative and creative to maintain the perception of value and importance of cultural diversity for the society as a whole, as well as to influence their better acceptance.

The results of the research and Recommendations, enriched by experience in working on the production of programs planned by the project, will be integrated into the E-Guide, which will be available to ANEM stations in June 2012. This Guide will enable them to continue to treat topics relating to ethnic cultural diversity in a new and more adequate way, so that they would contribute to the promotion of tolerance and pluralism in our society.

The contents of this text are the sole responsibility of ANEM and can in no way be taken to reflect the views and stands of the European Union.