Zašto su "namćori" otišli iz komšiluka? Predstavljanje starosti u domaćoj televizijskoj reklami - ponovljeno istraživanje

Abstract

Rad predstavlja pokušaj da se odgovori na pitanje u kojoj je meri promenjen način predstavljanja starijih pripadnika društva u domaćoj televizijskoj reklami u odnosu na način na koji je to činjeno tokom tri meseca praćenja reklamnog prostora 2009. godine. U ponovljenom istraživanju, kao i u prvobitnom, fokus je na dominantnim stavovima društva o starima i starosti koji su korišćeni u kreiranju televizijskih reklama. Ovom zadatku pristupljeno je kroz analizu kako pozitivnih, tako i negativnih stereotipa na kojima su građene poruke analiziranih reklama, kao i kroz analizu zastupljenosti starih likova u reklamnom prostoru. Analizirane reklame emitovane su tokom druge polovine decembra 2012. godine, januara i prve polovine februara 2013. godine.

The paper represents an attempt to examine to what extent the way in which older members of society are represented in Serbian television commercials has changed in comparison to representations which were present in commercials during the three months in 2009 (Milosavljevic 2010a) when the first study was conducted. As was the case in the first study, the focus is on dominant societal attitudes toward old people and old age which were utilized in making the television commercials in question. This was accomplished through analyzing both the positive and the negative stereotypes used to convey meaning in the commercials which were analyzed, as well as through the analysis of the proportional representation of older characters in advertising. The commercials which were analyzed here were broadcasted during the second half of December 2012, January and the first half of February 2013.