The Public Perception of the Print and Electronic Newspapers and Magazines Editions - Case of Serbia
Percepcija javnosti o štampanim i elektronskim izdanjima novina i časopisa u Srbiji
Abstract
Complex research in the field of print and electronic media and relations preference towards them has been non-existent in Serbia, so the paper aims to provide initial guidance in this regard. An instrument (questionnaire) was formulated for the purposes of this study and used for measuring respondents’ assessment of strengths and weaknesses of the print or electronic media. The research was conducted at the national level in Serbia, with a large number of respondents (432), using a number of different variables on the Likert scale. Respondents evaluated a total of ten items pertaining to different aspects of the advantages and disadvantages of print and electronic editions. The results can be of great importance to the media and other participants in the advertising industry-advertising agencies and advertisers. The scientific contribution of this paper is shown in the initial data the researchers gained in the fields of the media, marketing and advertising, regarding the perception of the print and electronic newspapers and magazines editions in Serbia.
Apstrakt
Kako u Srbiji još uvek nema kompleksnih istraživanja na temu stanja štampanih i elektronskih medija u smislu odnosa preferencija prema njima, ovaj rad ima za cilj da pruži inicijalne smernice u tom pogledu. Koristeći u svrhe ovog istraživanja formulisan anketni list, ispitanici su na skali procene iznosili stavove o prednostima i manama štampanih odnosno elektronskih medija. Istraživanje je sprovedeno na nivou Srbije, sa velikim brojem ispitanika (432). Korišćeno je više različitih varijabli na skali Likertovog tipa. Ispitanici su procenjivali ukupno deset tvrdnji koje su se odnosile na različite aspekte prednosti i mana štampanih i elektronskih izdanja. Rezultati do kojih smo došli mogu biti od velikog značaja kako za same medije tako i za ostale učesnike u oglasnoj industriji-oglasne agencije i oglašivače. Naučni doprinos ovog rada ogleda se u inicijalnim podacima koje su istraživači dobili u oblasti medija, marketinga i oglašavanja, a u vezi sa percepcijom štampanih i elektronskih izdanja u RS.
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