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Vendom d.o.o , Laktaši , Bosnia and Herzegovina
Mass media play a central role in informing the public about what is happening, both locally and globally, especially in those areas about wich consumers of media content do not have direct knowledge or experience. Recent researches have shown that the mass media do have undeniable role in creating public opinion, influencing the thoughts, attitudes and value system, as well as the lifestyle and behavior of the average user of media services. Mass media influence our perception of realyti even when they are not the only source of that reality. The aid of this work is to determine in what way the mass media influence the creation of the political atitude of the population, especially in Republic of Srpska, Bosnia and Herzegovina. The role of the mass media in creating the political attitude of the population is multiple. Apart from choosing only a few from the multitude of events to “expose” to the public’s attention, the media also influence the way we understand specific events. In the language of theory, they frame or interpret events and thus highlight or ignore some parts of reality. This “framing” occurs with the multitude of pressures (economic, personal, ideological and especially political) that every journalist or media is under when reporting on events, wich also influence what and how the event will ultimately be presented.
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