“ЗАПАДНИ БАЛКАН” – ПОЛИТИЧКИ КОНТЕКСТ И МЕДИЈСКА УПОТРЕБА
“WESTERN BALKANS” – POLITICAL CONTEXT AND THE MEDIA USAGE

Summary/Abstract: By accessing the content analysis of media archives, available both on the Internet presentations of the most significant and most influential media, press agencies, web search engines, and official public institutions, international government and non-government organizations, we will make an attempt to point to political conditioning, appearances and uses, as well as political etymology of the term Western Balkans. The attention will also be called to the fact that the term has its origin in Anglo-Saxon political and historiographical tradition, through the examples of its use, as well as to the similarities of political relations which bring to its applicability. By analyzing the content of media inscriptions, reports, documents, official announcements, authorial reviews and analyses, it came to a conclusion that Western Balkans occurs as a regional reference in particular historical and political circumstances and that geographical frames it is being used within, could be located outside the time frames and there are specified the particularities of its use.

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