2026-07-10T22:44:27.153Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:9626 2023-10-25T09:43:35Z 1

Political Communication in Serbia – Digital Versus Traditional Media 2023 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/9626 https://portal.sinteza.singidunum.ac.rs/paper/915 A. Belačić S. Alčaković Politics-related communication is exceptionally significant as the messages sent to the electorate have a decisive influence on the formation of their stances on political matters and figures, electoral participation, and, thus, election outcomes. The present study aims to provide insight into contemporary digital political communication in Serbia by exploring voter preferences regarding obtaining political information through television and print media as well as official websites and social networks owned by broadcasters. The majority of existing academic papers belonging to the field of digital political communication emphasise the importance of modern technologies for shaping voters' attitudes and structuring political campaigns, assuming, as a fact, the willingness of citizens to obtain information primarily through the digital sphere. We have recognised the importance of investigating the significantly under-researched process of shifting citizens' attention from traditional to digital media. Thus, we set up a research hypothesis stating that contemporary political communication should be executed mainly digitally. Our hypothesis was evaluated by means of an exploratory study based on a series of questions related to respondents' habits regarding political information acquisition through all relevant traditional or modern media operating in Serbia. The raw data were coded to be imported to SPSS and quantitatively analyzed using descriptive statistic measures, i.e., minimum, maximum, mean, standard error, and standard deviation. The subsequent qualitative analysis convinced the authors that the hypothesis should be accepted since the respondents undoubtedly prefer to obtain political knowledge via the Internet, although still inclined to be informed through traditional media. conferenceObject 110 115 doi:10.15308/Sinteza-2023-110-115 Sinteza 2023 - International Scientific Conference on Information Technology and Data Related Research