Tuesday, February 18, 2003

Bad and Poor Influence

Croatian government has ordered media influence survey from Puls polling agency. Results of the survey were published in today's newspapers. Some highlights:

Večernji list (Vecernji list) is the most influential daily newspaper, currently being read by some 25% of all adult Croatians; its Zagreb rival Jutarnji list is close second with 21 %; regional daily Slobodna Dalmacija is third with 9 %. Around 41 % of Croatians don't read daily newspapers at all.

62 % of all adult Croatians regularly watch state television; private network Nova TV is far second with only 26 %. Only 2 % of Croatian don't watch television at all.

Most popular radio stations are regional affiliates of Croatian state radio, being listened by some 26 % of all adult Croatians; national program of Croatian state radio is second with 20 %; privately owned Narodni radio network is close third with 19 %; only 2 % of people listen to foreign radio stations

Most popular weekly newspaper is Globus, which is read by 9 % of Croatians; its rival Nacional is read by 5 %; Feral Tribune is third with 2 %. However, some 64 % of Croatians actually don't bother to read weekly newspapers at all.

Croatian state television is considered to be the most reliable of all media – it is trusted by 45 % of all Croatians. Weekly newspapers, on the other hand, are trusted by only 5 % of Croatians, while daily newspapers fare only slightly better – 15 % Croatians put faith in them as a reliable source of information.

This data clearly show some of the socio-economic aftermath of Tudjman's era. Education levels and living standards have declined, affecting the sales and influence of printed media. Most people can't afford to buy daily newspapers or weeklies and must rely on television as a prime source of information. Many people lack the education and reading skills necessary to absorb the information in printed media, especially among weeklies that are forced to seek audience among the shrinking middle class and ranks of nouveaux riches.

This also explains why television, especially state television, remains so important for political parties. Showdowns over new Radiotelevision Act opened another front in the endless war between parties of Račan's (Racan's) coalition.

The most telling of all is the absence of on-line media in the survey. It only shows the low level of computer literacy in Croatia and the fact that many people still can't fathom Internet as the source of information.


Post a Comment

<< Home