Representation of the Macedonian community in digital media in Slovenia

Abstract

V diplomskem delu raziskujemo predstavitev makedonske skupnosti v petih slovenskih medijih: 24ur.com, Siol.net, Žurnal24.si, Svet24.si in Metropolitan.si. Osredotočamo se na ton poročanja, prisotnost vizualnih elementov, tematsko vsebino ter prepričevalna sredstva. S kvantitativno in kvalitativno analizo ugotavljamo, kako so Makedonci kot skupnost prikazani v medijskem prostoru. Namen raziskave je bil prepoznati vzorce poročanja ter ovrednotiti, ali in kako ti vplivajo na javno podobo makedonske skupnosti v Sloveniji. Ugotovili smo, da mediji pogosto poročajo v negativnem ali nevtralnem tonu, prevladujejo tragične teme, vizualni elementi pa pogosto poudarjajo čustvene odzive. Rezultati lahko služijo kot osnova za spodbujanje bolj uravnoteženega poročanja o manjšinah.This thesis explores the representation of the Macedonian community in five Slovenian media outlets: 24ur.com, Siol.net, Žurnal24.si, Svet24.si and Metropolitan.si. The focus is on the tone of reporting, the presence of visual elements, thematic content, and persuasive strategies. Through a combination of quantitative and qualitative content analysis, the study examines how Macedonians are portrayed as a community in the media space. The aim of the research was to identify reporting patterns and assess how they influence the public image of the Macedonian community in Slovenia. The findings show that media coverage is often negative or neutral in tone, dominated by tragic topics, with visual elements frequently emphasizing emotional responses. The results may contribute to promoting more balanced reporting on minorities