Title Komunikacijske i kulturološke vrijednosti primjene audiovizualne politike EU u Republici Hrvatskoj Title (english) Communication and cultural aspects of the implementation of audiovisual and media policies of the European Union in the Republic of Croatia Author Zrinka Vrabec-Mojzeš Mentor Damir Boras (mentor)Mentor Nada Zgrabljić Rotar (mentor)Committee member Nada Zgrabljić Rotar (član povjerenstva)Granter University of Zagreb Defense date and country 2019-06-06, Croatia Scientific / art field, SOCIAL SCIENCES Universal decimal classificationUDC ) 32 - Politics Abstract Medijski i audiovizualni sektor igra vaţnu ekonomsku, socijalnu i kulturnu ulogu u europskim zemljama, a daje i veliki doprinos ekonomiji Europske unije. Temelj zajedničkoga audiovizualnog zakonodavstva EU-a jest Direktiva „Televizija bez granica” (TWF) usvojena 1989., a onda aţurirana 1997. godine. Njome se kroz nacionalna zakonodavstva zemalja članica nastojalo ukloniti prepreke za slobodno emitiranje TV programa na jedinstvenom trţištu, osigurati barem 50 % vremena emitiranja za filmove i programe europskog porijekla na nacionalnim televizijama i jamčiti zaštitu ciljeva od javnog interesa, poput kulturne raznolikosti i slično. Uslijed konvergencije medijskih servisa i proţimanja tradicionalnih medija s internetom, 2007. godine usvojena je nova Direktiva o audiovizualnim medijskim uslugama/Audiovisual Media Services Directive (AVMS), koja uključuje i nelinearne audiovizualne medijske servise. Njoj su 2016. dodani novi amandmani, za koje se očekuje da će biti usvojeni do kraja 2018. No, usprkos postojanju Direktive, dosadašnje analize programa nacionalnih televizija u zemljama članicama EU pokazuju da većina njih u kvantitativnom smislu ispunjava svoje obveze, dok u kvalitativnom smislu to ne čini. Točnije, ne poštuje se načelo raznolikosti porijekla emitiranog programa, kao ni promoviranja europskih dramskih, kulturnih, dokumentarnih, znanstvenih ili sličnih sadrţaja proizvedenih u različitim europskim zemljama. Time je ujedno i sama ideja multikulturalnosti, kao i razmjene europskih televizijskih sadrţaja na zajedničkom europskom trţištu, izgubila smisao. Budući da je Republika Hrvatska postala punopravna članica EU 2013. provedenim istraţivanjem nastojalo se pokazati je li implementacija europskih odredbi pridonijela očuvanju europske i nacionalne produkcije i kulturne baštine na televizijama s nacionalnom pokrivenošću. U istraţivanju su korištene kvantitativna i kvalitativna metoda. Kvantitativnom metodom dobio se uvid u postotak programa europskog porijekla emitiran na HTV-u, RTL-u i Novoj TV u 2016., dok se kvalitativnom metodom istraţila vrsta i porijeklo sadrţaja emitiranih u programima navedenih televizija. Unutar kvalitativnog istraţivanja dubinskim intervjuima s glavnim urednicima HTV-a, RTL-a i Nove TV, kao i predstavnikom Agencije za elektroničke medije, analizirani su dobiveni rezultati u cilju jasnijeg uvida u programsko planiranje i način odabira sadrţaja koji se emitiraju, kao i mogućih sankcija zbog nepoštovanja europskih odredbi. Rezultati ovog istraţivanja daju znanstveni doprinos u području normativne teorije.
Abstract (english) The media and audiovisual sector plays an important economic, social and cultural role in European countries, and it also has a major contribution to the European Union's economy. The basis of the EU's common audiovisual legislation is the "Television Without Boundaries" (TWF) Directive adopted in 1989 and then updated in 1997. The aim of the Directive was to remove obstacles to free TV broadcasting on a single market, to ensure at least 50 % broadcasting of films and programs of European origin on national televisions, guaranteeing the protection of public interest objectives, such as cultural diversity etc, through the national legislation of the member states. Due to the convergence of media services and the penetration of traditional Internet media, in 2007 a new Audiovisual Media Services Directive / Audiovisual Media Services Directive / (AVMS), which also includes non-liner audiovisual media services, was adopted. In 2016, new amendments were added, which are expected to be adopted by the end of 2018. However, despite the existence of the Directive, the current analysis of national television programs in the EU member states shows that most of them in their quantitative sense fulfill their obligations, while in a qualitative sense it is not the case. Specifically, most of them do not respect the principle of diversity of the origin of the broadcast program, as well as the promotion of European, cultural, documentary, scientific, drama, films or similar contents produced in different European countries. At the same time, the idea of multiculturalism as well as the exchange of European television content on the common European market lost its purpose. Since the Republic of Croatia became a full member of the EU in 2013, the research was aimed at showing whether the implementation of European provisions contributed to the preservation of European and national productions and cultural heritage on national coverage televisions. Quantitative and qualitative methods were used in the research. The quantitative method gave an insight into the percentage of programs of the European origin broadcast on HTV, RTL and Nova TV in 2016, while qualitative method dealt with genre and origin of the content broadcasted in the programs of the mentioned televisions. Within qualitative research deep interviews with the Editors in Chief of HTV, RTL and Nova TV, as well as the representative of the Agency for Electronic Media were led. In those interviews the results obtained were analyzed in order to gain a clearer insight into the program planning and choice of the content being broadcast as well as possibility of sanctions for noncompliance with European provisions. The results of this research give a scientific contribution in the area of normative theory.
Keywords
Audiovizualna politika Europske unije
mediji
Direktiva „Televizija bez granica”
hrvatsko medijsko zakonodavstvo
medijska politika
zajedničko europsko trţište
Hrvatska radiotelevizija
kulturna raznolikost
europski audiovizualni sadrţaji
Keywords (english)
Audiovisual policy of the European Union
the media
Directive “Television without Frontiers”
Croatian media legislation
media policy
Croatian Radio Television
the common European market
cultural diversity
European audiovisual content
Agency for Electronic Media
Language croatian URN:NBN urn:nbn:hr:131:882907 Study programme Title: Postgraduate (Doctoral) Program in Information Science Type of resource Text Extent 379 str. ; 30 cm File origin Born digital Access conditions Open access Terms of use Created on 2019-12-16 13:55:15
