Politički tv spot predsedničke kampanje u Srbiji 2017
The Political TV Clip of the 2017 Presidential Campaign in Serbia

Summary/Abstract: The aim of this paper is to deconstruct the political messages of political propaganda television clips during the presidential election campaign in Serbia in 2017, with a focus on slogans and analysis of the clips of the two favorites in the campaign, Aleksandar Vučić and Saša Janković. The goal is also to spot the trends in the genre structure of political TV spots in Serbia in the context of socio-political movements and political polarizations and political centers of power. The corpus contained 64 television promotional political pre-election videos of 11 candidates for the president of Serbia. A qualitative and critical analysis of media discourse was used. The slogans were, unlike the body of the video, uninventive, similar to each other, without a recognizable personal stamp of the candidate. The most common formats of the body of the videos were “the person who is speaking and is spoken about”, “documentary clip”, “featured clip”, “animated clip”, “edited clip” and “musical clip”. When it comes to the pre-election political television clip, the presidential campaign of 2017 was creative, diverse and luxurious in production. At the same time, according to the results, since it was published only on the Internet, it did not reach the most traditional voters. Candidates that were promoted by the most modern and the most creative clips in terms of both form and content, conveying very clear messages, were given the least votes, because in reality their political and financial power was not enough to oppose the most favorable campaign.

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