ПОСЛОВНА КОМУНИКАЦИЈА И ПОЛИТИЧАРИ – НАСТУП У МЕДИЈИМА
BUSINESS COMMUNICATION AND POLITICS – APPEARING IN THE MEDIA

Summary/Abstract: The aim of this paper is to show how Serbian politicians behave in the media. Eight editions of the Pravi ugao interview broadcast on Channel 1 of Radio-Television of Vojvodina make the corpus for this material. The author had nine guests overall, or more precisely in seven interviews there was one guest and in one interview there were two guests. The parameters considered for evaluating public appearances are respect for business etiquette (clear and unambiguous speech, persecution) and aspects of non-verbal communication that are used to evaluate public appearances of politicians such as: body language (in general), eye contact, facial expressions, the position of the interlocutor in space, gestures and their clothes. The analysis shows that politicians control their appearance in the media to a certain extent, but that there are specific situations in which they unwittingly respond by sending an unplanned or honest message to the audience that they might otherwise hide. Unlike verbal communication, in which we can use words to hide what we really mean, body language is considered to be spontaneous and genuine.

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