THE ROLE OF OPINION LEADERS IN THE DISSEMINATION OF MEDIA MESSAGES DURING THE PRE-ELECTION PERIOD: THE CASE OF BOSNIA AND HERZEGOVINIA

Author
Davor Marko
Content Type
Journal Article
Journal
Central European University Political Science Journal
Volume
6
Issue Number
2
Publication Date
May 2011
Institution
Central European University
Abstract
In the analysis of the media landscape and media reporting on political candidates in Bosnia and Herzegovina during the 2010 general election campaign, it was noticed that major media were affiliated to various political groups and openly advocated for or riled against voter choices. As a result, the media market of the country is characterized by a high level of segmentation between media which exclusively advocates a nationalist position and media which maintain a 'civic' orientation. These media organizations, according to their orientation, favor certain personalities that are deeply embedded in the favored national, cultural, or religious position. This paper examines the role of opinion leaders who represent dominant ethno-political groups in BiH via the dissemination of media messages during the preelection campaign.
Political Geography
Bosnia, Herzegovina