| Abstract [eng] |
Political communication, and election campaigns coverage in the press has been analyzed in many studies. However, the topic is still not exhausted, and becomes a more actual issue of the media political orientation. While public opinion researchers argue that the political sympathies of the population depends on many other things and the media only strengthens without affecting formed an opinion, it is part of democracy. The aim of this work is to reveal the trends of the activity of Valdas Adamkus during the election campaign in the daily newspaper „Lietuvos rytas“. Were defined the concepts of agenda-setting, objectivity and bias, the trends observed by other media researchers were analised. It was concluded that the agenda is still have an impact on society because it indicates the important topics. However, this process is not governed only by the media staff, the authority and the electoral campaigns as well as candidates for the presidency try to participate in it. They almost always rely on the public relations specialist support, whose aim is often the access to the media and communicate their message. Therefore, TV or newspaper‘s editors receive a written version of the press releases with a lot of pseudo-events, news about minor candidate actions, the arim of which is to be carried out in the public and join the attention of journalists. Such cases have been identified during the investigation of the trends of informatikon transmition of V. Adamkus daily activities in „Lietuvos rytas“, and especially huge ammount of these posts was published in the 2002-2003 when he was a president of Lithuania. The analysis of scientific literature has reported cases of expression of negativity upward trend in electoral campaigns and generally in the news. That trend could be determined in V. Adamkus business presentation only in 2004 during the election campaign. The analysis of bias elements showed that modern mass media have to balance between government, business and public spheres of interest. Often that interests are incompatible. It was found that the most frequently mentioned principal of objectivity is impossible task in practice the fact is that journalists have their own opinion and outlook, which is present in the selection of the data and their creative product. The objectivity is also impossible because of the media owners and editors influence, but they are likely to be influenced by customers – the developers of advertising spaces, and government. It is hard to tell who has the greatest influence, but the connections between these institutions are clear andclose. |
