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PROPAGANDOS IR REKLAMOS SĄSAJOS, „LEO LT“ ATVEJIS.
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- Author(s): Martišius, Mantas1
- Source:
Bridges / Tiltai. 2013, Vol. 65 Issue 4, p37-62. 26p.- Subject Terms:
- Source:
- Additional Information
- Alternate Title: REALTIONS BETWEEN PROPAGANDA AND ADVERTISING: THE CASE OF LEO. LT.
- Subject Terms:
- Abstract: Purpose of article is to examine press dependence from advertising revenues and due to it media self-restriction to freedom of speech. This is done in Lithuanian energy organization (fewer - Leo. It) context. Article theoretically discuss the demands to democratic media and emphasize on media, and especially the press, dependents form advertising revenues. Article revels the mechanism of commercials placement to the media, then press sells place and providers of advertisements gets potential attention of audience, analytically the author scrutinize interaction between advertising and propaganda. Advertising is the form of white propaganda and this factor cause that during communication process persuasion mechanism is turned on. Part of topics and issues are presented as more solid and important others intentionally - suppressed. In the empirical part of article author explorers merchant chain Maxima advertisements amount influence on published articles about Leo.lt position in daily Lietuvos rytas. By emphasizing or suppressing news value, scrutinizing how daily provided information about Leo.lt establishing, searching for interaction between advertisements amount in Lietuvos Rytas and daily position towards Lithuanian energy organization. [ABSTRACT FROM AUTHOR]
- Abstract: Straipsnyje nagrinėjamas žiniasklaidos priklausomumo nuo reklamos pajamų ryšys su žodžio laisvės ribojimu ar savicenzūravimo procesu, pasitelkus "Leo LT" kūrimo atvejį. Teoriniu aspektu aptariami reikalavimai, keliami demokratinių šalių žiniasklaidai. Gilinamasi į žiniasklaidos, ypač periodinių leidinių, priklausomumą nuo pajamų iš reklamos. Aptariamas reklamos patalpinimo į žiniasklaidos priemones mechanizmas, kai parduodami reklaminiai leidinių plotai, o reklamos davėjai gauna potencialų auditorijos dėmesį. Analitiniu aspektu gvildenamas reklamos ryšys su propaganda. Reklama yra baltosios propagandos forma, todėl komunikacijos procese pasitelkiami propagandiniai įtikinėjimo mechanizmai, kai dalis temų parodomos kaip svarbesnės, kitos - sąmoningai nutylimos. Empirinėje tyrimo dalyje nagrinėjama prekybos tinklo "Maxima" reklamos kiekio įtaka publikuotų straipsnių apie "Leo LT" pozicijai dienraštyje "Lietuvos rytas". Temos aktualinimo ar nutylėjimo aspektu vertinama, kaip dienraštis teikė informaciją apie "Leo LT" kūrimą, ieškoma ryšio tarp reklamos kiekio ir "Lietuvos ryto" užimamos pozicijos energetinio milžino kūrimo klausimu. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Bridges / Tiltai is the property of Tiltai and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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