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3

.........................................................4 I. 1.1. ....................................8 1.2. ...................................17 II. 2.1. .......................30 2.2. ...................................................................38 2.3. .......49 III. 3.1. ............60 3.2. ..............................................66 3.3. ......................................................76 IV. vs. 4.1. .................85 4.2. ......................................96 V. 5.1. .................115 5.2. - ............................................122 5.3. ..........130 VI. 6.1. .143 6.2. ........................154 6.3. ..................183 6.4. .....193 .205 ......................................................................................209 1. -...................................241 2. -...244

4

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1.1. 1999 -

(. media politics) [Zaller 1999], - , -

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[Berelson 1951: 122]. , ,

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(. bardic theory) [Fiske, Hartley 1978],

9

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, -

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, -

,

-

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, -

.

(. issue) ,

(. spiral of silence) [- 1996].

, -

. -

, , -

,

, -

[Shoemaker, Reese 1996: 57]. .

-, (. media consonance) [Reese 1991]: .

-

.

-, (. pack journalism) [Crouse 1973]: -

.

(. groupthink) [Janis 1972], .

-, ,

.

10

,

, (.. - ) . - ( (. reverse news cascade)) [Entman 2004].

-

(. news wave [Fishman 1980]), - : , -

,

, [Wolfsfeld 2007: 229]. , -

-, -

.

(. watchdog journalism) [Marder 1998], , , -

. , -

, .

(. burglar alarm), - ,

,

,

[Zaller 2003: 122]. , .

(. monitorial citizen model) [Schud-son 1998] , , -

. -,

. -

,

. ,

, ,

.

, ,

[Rosen 1999: 187].

11

, -

, ( - (. symbolic annihilation)) [Tuchman 1981]. -, , -

. -

, -

:

,

-

[Ben-nett, Lawrence, Livingston 2007: 68].

-

, : ,

,

[Barker 2005: 3].

(. outsider counterspin): , -

, -

.

-

,

, -

[Bennett, Lawrence, Livingston 2007: 68]. ,

, , -

, [Noakes, Wilkins 2002: 652].

(. issue dualism) [Bennett 1984]. - , , -

,

.

,

,

. ,

12

, -

-

:

, -

, , -

, ,

[ 2000: 231]. - : -

, ,

[Abel 1984: 68]. (.. ) -

( , ) (. media logic) [Altheide, Snow 1979].

-

() . - , , -

-

: ...

,

, ( ) [Gans 1979: 3940].

,

[ ] , ,

-

[Kepplinger 2007: 11]. , - ( ) .

, -

, -

, [ 1994: 184]. ( ) (. cognitive map) [ 1980], - .

13

[Tan, Weaver 2007]: 1. (. coverage bias):

; 2. (. statement bias):

; 3. (. editorial endorsements): -

, ; 4. (. citation bias): -

, , -

-

[Ibid.: 8].

, ..

.

:

, , -

. , ,

[ 2005: 43]. , .

, -

, -

, -

, , , . ,

( -

), ( - (. junket journalism)).

, , -

(. gate keepers) [Lewin 1947] , . , , -

(. media logic) [Altheide, Snow 1979] , , , -

14

(. real world indicators) [McCombs 1981]. - , , ; , -, , -

; .. -

-,

( ) - . -

(-, , ; ; ; ), -. , -

, -

.

, -

, ..

(. continuity of news) [Galtung, Ruge 1965] . , -

( ) , () - , -

. , -

, -

( -) (. impression-driven model) [Lodge, McGraw, Stroh 1989].

, -

, -

, , ,

-

(. information subsidies) [Gandy 1982]: , -

[Berkowitz 1991: 249]. , -

(

15

) - :

, -

, , . -

, ,

, [] , [Sigal 1973: 53]. - , (. chur-nalism) [Davies 2008], - () -

.

-

,

[Shoemaker 1982]: -

( , );

- (, );

, , -, , ;

, -

; -

.

,

. -

, -

, , , -

.

, -

, -

, , , -

[, 2008: 102]. , , -

II (. media policy)

16

I (. media politics). -, -

vs. , -

.

, -

- .

, -

,

,

-

. ,

, -

, -

, , , .

, ,

,

,

.

.

( - ), , / .

.

, -

.

1. , .

2. ? 3. , .

? 4. ,

-

.

5. .

17

1.2. -

, -

, .

-

- (. PR democracy) [Davis 2002], , , . ,

: , -

, .

, , , , ,

... -

[ 1998: 195]. .

,

:

[] -, , ,

,

[Bennett, Entman 2001: 2]. , - , -

, .

-

(. cumulative ine-quality) [Wolfsfeld 1997]: , -

[Wagner 2007: 2]. -

, , , , -

, :

, -

,

[Entman, Herbst 2007: 208]. - , -

(, , - ).

, -

18

,

, ,

[Linsky 1986]. : ,

:

(), , , ,

[Entman, Herbst 2007: 208]. (. economic voting)

[Hetherington 1996], , .

.

: [] [ ] , , , - ,

, , , --, -- -- [Entman 1993: 52]. , , - -

,

- ,

(. real world indicators) [McCombs 1981]. , - .

.

(. manufacturing consent paradigm) [Herman, Chomsky 1988] - : -

, , , -

, -

, , [-] , [Ibid.: 1988: xi]. - -

, , -

, -

. ,

-

, .

19

, -

,

.

-

, -

,

- .

, -

,

.

-, ,

,

-

. ,

,

, . -

, -

[Leach 1962: 133]. , - -

- :

46,4% , 72,3% - -, , -

[Leyland 1999]. -, -

. -

,

[Valentini 2006: 8]. , -

, -

, .

,

: -

. -

- , ,

20

[Altshull 1984: 277278]. ,

-

:

1. , -

.

2. , -

, -

.

3. , , ,

,

-

. , -

, -

-

. -

, -

.

,

-

, -

. , ,

,

[Herman, Chomsky 1988: 22].

, -

, , -

.

4.

,

21

,

, .

5. , , -

: -

,

, , -

, ,

[Ibid.: 29]. ( )

-

( ) , , , - . -

, ,

: [] - ( , , , -) , [Ibid.: 35].

-

, , -

, -

: -

, , ,

[ ] - [Chomsky 1982: 81]. -

: , -

, , ...

, -

, -

[Robinson 2001: 1314]. ,

-

,

[Bennett, Lawrence, Livingston 2007: 189].

, -

22

:

, , , ; , -

, , ,

...

, , -

... -

, ,

[Chomsky 1989: 22]. , -

, ,

. , -

,

. ,

:

, ,

-

-

[Herman, Chomsky 1988: 39]. 24 - 2008 .

(. guard dog) [Donohue, Tichenor, Olien 1995], - , -

.

, -

, . -

, , , -

[Iyengar 1991]. (. theory of

indexing) [Bennett 1990]. , -, ,

( ) , - , -

. , ,

23

,

, [Bennett, Lawrence, Livingston 2007: 49].

(. news net) [Tuchman 1978], -, , -

. , -

, -

,

, [Bennett 1990: 106]. (.. ) -

(. coalition journalism) [Molotch, Protess, Gordon 1987]. - ,

(, ). , :

, -

-

, -

[Barker 2005: 5]. , , -

[Herrero 2007]. (. political contest model)

-

[Wolfsfeld 1997].

, ,

.

, -

,

,

[Cook 2005]. , , (. media democracy) [Orren 1986]: , -

24

.

, -

-

.

-, :

, , -

, , - -

. -

,

[Bennett, Lawrence, Livingston 2007: 3].

-,

, , , ,

.

.

-, :

, , -

-

, , -

[Ibid.: 4]. , , - .

,

-

. , -

, -

[Mazzoleni, Schulz 1999]. ,

, -

. , -

, ,

, .

,

(. spiral of cynicism) [de Vreese, Elenbaas 2008], . -

-

25

(. metacoverage) [Esser et al. 2001], - . ,

.

. -

, -

, [ ] , , [Chomsky 1982: 81]. , (. sceptical reflex) [Herman, Chomsky 1988], .

, [] - [Chomsky 1979: 5].

? , ( ) -

, , -

: ,

. -

, , -

-

[Thompson 2000: 105106]. :

, -

, -

[Wolfsfeld 2007: 231]. - ( ) (. mediatisation) [Thompson 1995].

, -

( (. winnowing effect)),

26

(. sound bite) [Mazzoleni 2008] ( ).

-

: -

-

, -

, [Entman 1989: 20].

, , -

- -

( (. policy cutting)): - - , , -

, [Kepplinger 2007: 13].

[Kingdon 1984]. , (. prospect theory), -

( ) - , [Kahneman, Tversky 1979]. - ,

, .

,

. -

-

. , , -

, -

: ,

! .

[Strmbck 2008]: 1.

, -

.

[ 2003] , - .

27

2. - .

3. - , -

, -

-.

: -

-, , -

, ,

[Altheide, Snow 1991: ixx]. , , -

.

4. - , -

(. permanent campaign) [Blumenthal 1980], .

-

:

, -

: ..,

.

, , -

,

[Zaller 1999: 67].

- -

, - -

[ 2003: 10]. - : -

, a, ,

, , -

, ... ; , , -

. ,

, ... -

[Katz 2000: 129]. : , -

28

/ . . - -

, . -

, -

.

, -

-

, [Calhoun 1992: 7]. , -

: -

-

, -

? , , ,

? - ? [Schrder, Phillips 2007: 890891].

-

. -

, -

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.

-

.

, ( ) [ 2001] , .

, -

.

1. , .

2. , , - ?

3. . 4.

29

? 5. ,

.

30

II

2.1. -

, -

( , , , ), - (, , ) . , , -

, -.

, , -

, .. , -

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-

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-

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? [ 2008a]. 1. -

, , , -

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() . - , -

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31

.

, -

.

2. - , -

-

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, -

.

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32

.

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. : , ,

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-.

, -

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.

,

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- ,

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[ 1999], . 1. ( )

-

, .

-

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-, -

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-, - ,

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[Beck, Cowan 2002] :

- ;

33

-

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.

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. -

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-.

2. - -

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.

3. -.

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.

,

34

.

,

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-, .

.

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,

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-

:

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35

, ,

.

-

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,

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, ( -) , [ 2008a]:

/ ;

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/ -/ ( -);

/ ;

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; .

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36

. , -

, -

( -).

.

-

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.

-, .

-, -

.

-, -

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.

() - -, -

,

.

.

-,

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-,

-

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37

,

.

(-) :

1. . 2.

.

3. , , , -, , .

4. . 5. , -

.

6. .

[ 2008a]. - .

/ - .

. , -

.

, .

, , -

, , -

.

, -

.

() . -

(), - ,

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.

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38

, -

-

.

-

,

. ,

,

.

, -

, ,

[] .

, -.

, ,

. -

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, .

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, -

.

,

, -

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,

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,

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,

,

. , -

, -

.

, -

39

- [ 1985], :

; ; (-

, , ); ; ; (). , ,

, .

-

.

1. ? 2.

- ? 3. ,

(-, )? -.

4. , . ? .

5. -, .

? 6. -

( )? 7. .

, -

?

2.2. , , -

, -

. -

40

, , , ,

: -

( ), -, , , [Rummel-hart 1980: 33].

( ) - (, , , )

.

( , , ), .

, (.. - ), , , -: , , ,

, [Gamson 1988: 170]. , -

. -

() ( ) ,

-

.

.

, ( , ) - -

, , . -

,

, . -

, -

, , ,

[Tannen 1999: 115]. .

, -

,

-

.

41

, , ( ) , . , , -

-

.

( ) , , , , ( ) ( ) [ 2000].

, -

, ,

[Goffman 1974: 21]. - ( ) .

,

, -

. ( ) , -

. -

, , -

. -

.

, -

[ 1979].

,

[, 1976]. , , -

.

, -

-

, , [Benford 1997: 417]. , -

... [ ] , -

[Ibid.: 416].

42

[Scheufele 1999]. (. frames in thought) , , , -

, .

(. frames in communication) , -

, , -

[Entman 1993].

/ - () .

, -

,

: -

, ,

[Reese 2001: 11] , , . , -

, ,

, , -

[Gamson 1996: 113]. , ,

-

[Schn, Rein 1994: 23], . , , -

: , -

, ,

, () , -, [ ] , - [Gotsbachner 2009: 50]. ,

, .

- [Hallahan 1999].

.

.

43

- .

, , - (.. ).

, , - , - .

, .

.

, , , - - [Gamson 1984].

,

,

[Snow, Benford 1988].

, -

[-, 2008].

, ,

() (. associated implications) [Black 1979], (). -, . -

, , , -

[ 1990: 167].

-

- (.. - ,

44

) -. - , , : -

-

, .

, [, 2008: 181]. , - , -

[ 2001]. : -

, , ,

,

[, 2008: 186]. ,

(. self-fulfilling prophecy) [Merton 1968].

( -), ,

(-) - . :

, [ 2007: 87]. -

[ 1990: 159].

,

. , , -

,

, .

, , -

, [, 2008: 185]. (

) , - , -

, ,

[ 2001]. - -

, ,

(

45

) [, 1994: 20].

,

, , ,

[ 2001]. , ,

[, 2008], , ,

.

,

, -, -

(), -, - () -.

-

, ,

, , -

. : -

-

,

,

,

[Gots-bachner 2009: 61].

-

, : -

, -

, , ,

[ 2010: 376]. , -

, -

[ 2003]. - - [ 1987]

. ,

, , , , -

46

, , , -

(. anecdotal narratives). - [Boswell 2010], (. embedded narratives) [Ryan 1986].

, ,

-

: , -

(, , , , , ), , -

, [Lee, McLeod, Shah 2008: 697].

, -

-

: , -

. , -

, , , -

.

, ,

[Altheide 1997: 652]. .

, -

, -

[Pan, Kosicki 2001: 36], (. advocacy frame contest) [Tewksbury et al. 2000]. (. frame sponsors) [Gam-son 1988] (. discourse community) - ,

[ 1996].

[Gamson 1996]: ,

[Pan, Kosicki 2001]. (. partisan fram-

ing) (. nonpartisan framing).

47

,

, , -

: -

,

[Friedman 2006].

, -

[Gamson et al. 1992]. : -

. [] - . -

[Abolafia 2004: 15]. , -

(. collective action frames) - ,

[Snow, Ben-ford 1992: 137].

(. accessibility) , -

(. applicability) [Eagly, Chaiken 1993] . -

(. recency) . -

.

(. hydraulic pattern) [Price, Tewksbury, Powers 1997] - . , -

, -

, -

[Chong, Druckman 2007]. , ,

.

, , ,

, ,

, -

48

- ( ) - / - . -

:

-

. , -

, -

, [Zaller 1996: 59].

, [- 2004], , () . -

,

:

[Entman 2004: 1920]. , - , -

, ,

, .

: ,

, , -

, ,

[Gamson et al. 1992: 385]. - , ,

.

1. . 2. . 3. . 4.

.

5. .

49

2.3.

,

:

, , -

[Tankard 2001]. ,

,

.

-

. 1991 -

, 1983 , - 1988 .

,

. -

: ,

[Entman 1991: 23].

, ,

,

, ,

[ 1989].

: ,

, -

, [Czarniawska 1997]. , - , -

(. media frame). (. news framing) ,

, -

[Entman 1991: 9], - .

-

50

.

, -

, -

, ,

() [Pan, Kosicki 1993]. (.

constructionist model) , (. interpretive package), () - [Gamson, Modigliani 1989].

,

. -

, , -

, , -

[Gitlin 1980: 6]. , ,

. ,

[Miller, Riechert 2001]. ,

,

: , -

, , ( ) , , -

,

[] [Entman 2007: 165]. , ,

.

(. epi-sodic frame / thematic frame) [Iyengar 1991]. - , -

. -

.

51

: ,

. ,

( ), [Iyengar, Simon 1994]. ,

-

( ) - ( ) [ 1984].

- .

, -

. - -

, -

[de Vreese, Elenbaas 2008: 300].

, -

, -

[Semetko, Valkenburg 2000]. , ,

, -

.

, , -

[Lee, McLeod, Shah 2008]. -

, ,

, -

. , -

-

.

[Druckman 2004]. (), . - ( ) , ( / )

52

.

,

, -

[van Gorp 2007: 66]. , -

:

; ; ; -

; ; .

, -

. : ,

, .. ,

, , , -

[Ibid.: 6667]. , - .

-

, , -

, , -

.

, -

, -

,

[Norris 1995: 359] ( ). , -

.

, -

, .

(. curiosity gap) [Gentry et al. 2002; Loewenstein 1994], -. ,

, ,

53

. ,

; . :

, , -

, [Macgilchrist 2007]. -, .

, , -

, -

.

-

. ,

. -

, (. frame map-ping) [Miller, Riechert 2001] - -

-.

, - -

, : ,

,

.

[Hallahan 1999]. (-, ) -

. ,

[Higgins 1996]. - -

.

( ) ,

-

, -

.

54

-

(. archetypal narratives) [Jacobs 1996] - , ,

, -

[Tomascikova 2009: 288]. -

[Mazzoleni 1987]: ;

;

;

-

;

-

;

.

, -

, , -

-

[Fiske 1987]. ( - ) , , , , ,

, [Shoemaker, Reese 1996: 106]. - ,

[Entman, Herbst 2007: 203]. -

[ 2011].

-

-

.

,

[Beck, Cowan 2002] , .

55

,

, ,

- , .

, ,

.

-, -

,

( ) . - .

,

-

. , -

( - , -

-

) - - .

-, -

. , -

, -

, .

-,

. , -

, -

. ,

, ,

, , ,

, .

, ( ), (, [ 2010]) - :

1. / - (), - ( ) (. - vs. ).

56

2. ( ) (. vs. vs. vs.

). 3. ,

[Snow, Benford 1992: 137].

( ) (. vs. , vs. vs. ) [Bruner 2004]. .

, -

-

: -

[Stone 1989: 299]. , - , -

, -

, ,

[Gotsbachner 2009: 61]. - -

, -

( ) [van Hout, Jacobs 2008]. , , -

: ,

- -

. -

[Stone 1989: 283]. ,

,

[Ibid.: 282]. (. causal story) , -, -

,

[Ibid.: 293294].

57

-

[Gamson, Modigliani 1987: 143],

[Rein, Schn 1977: 239]. -

, , , , -

[Ochs, Capps 2001: 23].

, -

, -

. -

,

.

[, 2011]. -,

,

. -, -

, . -,

- -

, ,

, -

, () [ : 100101].

-

.

? -,

(, - ). -, , -

( ) (. thematic priming) [Kosicki 2002].

-

: -

, , , -

58

, , ,

, . , -

, ( ) , [Entman 2007: 170]. (. interpretive poli-tics) [Abolafia 2004]. / , / - .

(. rhetoric of action) [Gamson, Meyer 1996] - -

. -

(. frame alignment) - [Snow et al. 1986], (. frame bridging) , [Benford, Snow 2000].

(. rhetoric of reaction) [Gamson, Meyer 1996] ( (. counter-rhetoric) [Ibarra, Kitsuse 2003]) - -

:

;

, -

;

-

, -

;

;

/ , , , -

.

(. reframing) [Dearing, Rogers 1996]

-

. -

59

: ,

[, 2011: 96]. , , -

, -

-

, -

[Abolafia 2004: 10]. : -

-

[Macgilchrist 2007: 83]. ,

-

[Macgilchrist 2007: 84].

,

, -

, .

-

,

,

-

.

.

1. ? 2.

.

3. , - .

4. . 5.

.

60

III

3.1. , , ,

, -

, :

, , -

, , -

, [ 2005: 229]. :

, , -

-

[ 1996: 69]. :

, , -

[van Dijk 1993: 254]. : - , , , , -

() , , [Ibid.: 256] (. [ 1986]).

, -

, :

, , -

, [Foucault 1980: 93]. -

-

, , .

(. politics of signification) [Hall 1982], ,

, -

. -

,

[Wodak, Meyer 2009].

61

,

,

,

[Lester, Stewart 1996]. ( ) ,

, , -

: -

, ,

,

. , -

,

[Hayes 2008: 135]. , -

,

[Cobb, Elder 1972: 172] (, , [Fairclough 2005]). : -

. .

, ,

,

[Campbell 1996: 3]. : sine qua non , - ,

[Stone 1989: 281]. , - , -

, . -

,

[Gotsbachner 2010: 1]. , - ( ) (.. ) - .

(. menu dependence) [Sniderman, Bullock 2004], ,

62

,

. -

,

. , -

(. public arena) [, 2000] ,

. -

. -

, -

, , , -

,

, [, 2008: 5].

: , -

; , , .

, , , -

,

[Schattschneider 1975: 68]. : - -

, [Reich 1988: 5]. :

. , -

, ,

, ,

[Denton, Woodward 1985: 42]. , -

, , , -

[, 2000: 18]. : (. problem defini-

tion) [],

[Eustis 2000]. , , -

63

[Stone 1988: 106]. , , -

,

:

,

,

[Kingdon 1984: 67]. , - ,

, ,

.

, , -

, ,

: , -

, -

, , , -

,

(. social cascade) [Baumgartner, Mahoney 2008: 435]. , , - -

[Coburn 2006: 343344]. , ,

, ,

[Hall et al. 1978: 59]. : , - , ,

.

[Leech et al. 2002]. , [] - [Weick 1995: 35], .. [Mintzberg, Ahlstrand, Lampel 1998].

,

64

. : ,

, ,

, , ,

, [Baumgartner, Mahoney 2008: 435].

[Schofield 2000] (. heresthetics). : -

. -

, ,

[Riker 1984: 24]. [Riker 1986]: 1. , ; 2. ; 3. -

; 4. -, .

, -

,

(. news management), , .

, -

, -

.

:

(.. ), , - [Hayes 2008: 135].

(. focusing event) : , , , ,

[Kingdon 1984, 96]. - (. triggering events) [Wolfsfeld 2007] , ,

(. political waves) [Wolfsfeld 2007], , . -

65

(. critical discourse moments) [Chilton 1987]

, . ,

/ / . - -

(. issue attention cycle) [Downs 1972], .

: - ,

; -

, [Cobb, Ross 1997: 34].

,

,

. ,

-

, , , .

, -

( ) - .

-,

(. bounded awareness), : - , , -

, ,

[Bazerman, Chugh 2006]. - -

:

, -

.

, , -

, , .

[Simons 1974: 174]. , ( , , - ,

66

[Friedman 2006]). -, (. satisficing)

[Simon 1957]. , , - , -

, , -

, .

,

.

-,

(. low-information rationality) [Popkin 1994]. ,

.

-, (. rational ignorance) [Downs 1957]. , (. cognitive misers) [Fiske, Taylor 1991] , .

[Delli Carpini 2004], .

,

.

1. .

2. . 3. ? 4. , -

.

5.

.

3.2. II. II (. media policy)

67

-

(. agenda setting) [McCombs, Shaw 1972]. , - ,

. ,

-

,

. , -

-

.

(. public agenda) - ,

- -

. -

, -

?. (. media agenda)

(.. , ), - , -

. -

/ - .

(, ) - .

, -

() () .

, -

, ,

, [Graber 1993: 134]. -

, , (. principle of inertia) [Shaw, McCombs 1977].

-

(. issue attention cycle): - ,

68

, ,

[Downs 1972: 38]. - (. threshold of public attention), - S- , [Neuman 1990]:

1. -, (, );

2. - (, );

3. - (, );

4. (, ). /

-

(.. - ). (. time lag in agenda setting) - [Stone, McCombs 1981]. -, mutatis mutandis - -

.

-

(. real world agenda) - , -

, . ,

, -

. , , -

, , , -

, .

,

, .

,

[Stevenson, Gonzenbach, David

69

1994]. , -, , , ,

-

[Behr, Iyengar 1985]. ,

.

, -

,

, -

[Sheafer 2007: 24]. , - , -

. :

, [Wanta, Golan, Lee 2004]. (.

issue agenda) (. attribute agenda). () , , ,

, , , .

: -

(. compelling arguments) [Ghanem 1997], . -

, - , -

, , -

.

, -

,

. -

: () -

, [Kiousis 2005]. , - , .

-

- -

, ,

. -

70

[Manheim 1987]: , -

; - , ; - -

.

(. macro dynamic model of agenda setting), - (. agenda setters) [Choi 2004]. , -

. , -

, .

, -

, .. -

.

, -

,

[Zhu 1992]. - , ,

. ,

, ,

. , ,

-

,

.

,

[ 2007] . -, [. policy agenda] (, , , ), -

, , . -

71

: ,

, , -

[ 2001: 53]. , -

,

[Erbring, Goldenberg, Miller 1980] ( - [ 2008]).

-, -

-

( ), - .

-, -

, . -

(. information-processing model) [McGuire 1985], , - , . ,

[ 1999], , , -

, , , -

. , -

,

, -

:

, -

, [Sabatier, Jenkins-Smith 1998: 145]. , , , -

.

-, -

, .

, -

, ; , ,

, . -

, , -

.

72

-, -

-

() . -, (-, ) .

,

(. nonobtrusive issues),

[McCombs 1981]. , [Demers et al. 1989]. , - , -

,

(. associative memory networks) [Collins, Loftus 1975]. , -

. (.. - ) , ,

. -

,

,

[Miller, Krosnick 1996]. , - .

(. priming): () - (, , ) [Meyer, Schvaneveldt 1971]. ,

[Schacter, Buckner 1998: 185].

,

( ) . ,

[, 2005]. , , , , -

73

, ,

[Eagly, Chaiken 1993]. (. prospect theory), - , -

[Tversky, Kahneman 1973]. ,

, , -

.

[Jacobs, Shapiro 1994], (. verbal priming). , -

( ) -. -

,

. -

-

, -

[DeCoster, Claypool 2004].

:

, , -

, , -

.

(, , ), - :

, -

,

, [Kiousis 2008]. - -

- (. at-tribute priming) [Kim, Scheufele, Shanahan 2002], (. issue priming) [Iyengar, Kinder 1987] , , .

-

74

(. primed encoding / primed reflection) [Hwang et al. 2007]. . ,

, -

-

.

. -

-

- (. spin control / spin doctoring), - ... -

[] , - [Bruce 1992: 141].

(. issue ownership) [Petrocik 1996], , -

. , -

, , -

,

, -

, .. -

.

,

, ,

[Iyengar, Kinder 1987: 63]. , -

? , -

,

[Benton, Frazier 1976]: ( ), , - ,

, -

,

[McCombs, Ghanem 2001]. , - -, -

, ,

[McCombs, Lopez-Escobar, Llama 2000].

75

( ), , , - , , -

, ,

[Tan, Weaver 2007: 8]. -.

, -

,

[Scheufele 2000]. - , , -

. ,

, -

,

.

: -

, , -

. , -

,

[Chong, Druckman, 2007: 115]. - , , -

,

[Lee, McLeod, Shah 2008]. , .

-

(. credibility) (. commensurability) (. fidelity), [Snow, Benford 1988].

, (. media agenda setting)

, . -

,

,

. (. media agenda building) -

76

( ) / ( ).

-

.

1. ? - .

2. , - .

3. . 4. . 5. -

, ? 6. , -

, ,

.

3.3.

- .

-

. -

, - -

. -

,

, .

,

,

-

[ 2002]: -

.

, , -

77

/ . , .

, -, / .

.

- .

- -

, .

-

; -

.

- , .

, , -

. , ,

, -

, , , -

.

[ 2010].

,

.

, .

, -

. - -

, .. -,

[Becker 1991: 343] - , -

[Cobb, Elder 1972: 14]. -,

.

, -

78

-

, -

(. decision framing) [Russo, Schoemaker 2002]. [Spiller, Stein, Tommasi 2003] - :

; -

; ,

;

; , -

, .

.

-, ,

[Protess et al. 1987]. - ,

.

-, -

( ) . : X - , Y, , X. , X [Connolly 1972]. , ,

[Kingdon 1984: 91]. -, (. pork barrel) [Ellwood,

Patashnik 1993]. -,

. -

,

. ,

79

, -

.

, -

. -

,

[Mayhew 1974]. -, () -

,

.

:

1. - ;

2. , - - ;

3. ; 4. ; 5. ( ). -

.

, [Herman, Chomsky 1988], -- .

(. symbolic agenda / substantive agenda): - . ,

[ ] ...,

. , , : -

, , , -

.. [Walgrave, Soroka, Nuytemans 2008: 818]. (. resource agenda) [Pritchard, Berko-witz 1993] , , - (. decision agenda) [Kingdon 1984] , .

, , :

, ; - , -

80

[Walgrave, Soroka, Nuytemans 2008: 818]. ( ) , , ,

[Walgrave, Nuytemans, De Winter 2004]. (. media politicisation): - [, ] [- ] , -, , ,

, -

[Cook 2005: 165]. , - :

1. .

, -

,

, . ,

.

2. . -

, -

[Eilders 1997]. - , , ,

.

-

. -

-: - [ ] , -

, .

, [Entman 1993: 52]. ,

.

3. . , , -

,

. -

81

-

-

. ,

.

4. . -

, , -

. , -

, -

.

-

,

[Walgrave, Deswert 2004]. - .

-

, -

.

.

5. . . -

,

, -

. , , -

, , -

[Walgrave, Van Aelst 2004]. ,

,

- . -

, .

-

[ ] - ,

[Pfetsch 1999: 9]. , - .

,

: ,

, -

82

. , -

.

6. . : -

... -

, -

[] - ,

[Walgrave, Nuytemans, De Winter 2004: 17]. , : -

,

,

-

[Ibid.: 16]. -

-

,

.

[Pritchard 1992]. - -

,

. -

.

7. . -

-

, , -

. -

, .

8. .

/ - ,

. ,

.

83

9. . -

, . -

, , -

,

. -

, ,

.

,

: , -

...,

-

[ 2002: 116]. , ,

, , , -

[Kingdon 1984: 6162], :

,

[Davis 2002: 175]. -

, -

[ 2010]. - .

,

,

, , ,

.

-,

(- ) - -.

, -

, . -

, -

. , -

, ,

, .

84

[Kepplinger 2007: 14]. , -

. -

, , -

,

, -

-

.

-

, -

,

[Fuchs, Pfetsch 1996: 10]. -

(, , ) -

-.

, -

.

1. - .

2. . 3. -

.

4. , - .

5. ?

85

IV vs.

4.1. -

, , -

. -

,

. -

, -

/ .

. -

, ... , -

, -

, , -

[- 1998: 22].

.

[, 1995],

, ,

[- 1996: 110]. , ,

[Blumer 1966: 535], , , , - [ 1996: 119120].

-

, : -

, -

, -

, : ,

, [ 2000: 151]. -,

86

[, 1995: 208], ,

,

[ 2000: 55]. -, , -

, , [ 1996: 90], - -

[Delia, O'Keefe, O'Keefe 1982: 156]. .

,

, -

, [ 2000: 55]. -

,

, , ,

[ 1996: 110]. [ 1985] -

: -

, -

[, 2004: 21]. - ,

, -

, :

,

,

[ : 101]. , -

, ,

- .

, -

, -

- . -

,

(), -

87

. , -

,

.

, -

,

. -

-

, .

[ 1998], -

.

, , , . , -

.

,

, , , ,

, , -

:

, -

- , ..

, [Bourdieu 1994: 2324]. , -

: ( - ), : , -

,

[Bourdieu, Passeron 1979: 191192]. , - , ; -, ,

[- 1998].

,

, -

: ... ,

( ) , , , , .. , -

88

: -

, [Bourdieu 1972: 182]. , - ,

- -

[ 1998]. ,

; , , , -

. ,

-

[ ]. , -: ,

, , -

[ ]. - - , -

[ ]. -

() , , .

.

-

, , , -

[- 1992]: - , , ,

.

-

, ,

[Jodelet 1990: 361362].

, -

: -

, -

,

89

[Forgas 1981: 230]. - , -

( ) : - , -

, -

, , . -

[Billig et al. 1988: 7].

(, , ), , .

, -

, , -

. -

:

, -

,

[Ibid.: 7]. [

2001; 2005; 2007] . , -

, -

.

. , , -

. -

-

.

:

, ( ).

[Bruner 1990; 1998] - -

, -

: , , -

, , -

[Bruner 1990: 34].

90

, , -

, , , -

[ 1998: 32]. , , , . , -

, . -

[ : 75].

-

( ), - (), , -, , ,

[Blumer 1966: 535]. -

: - ; ,

, [ 1996: 1516]. , - - -

[DAndrade 1994]. , - [ 2003] - , : , -

,

,

, [, 1995: 41].

-

, ,

, ,

, -

. , - ,

[Fiske 1982].

-

. -,

, [Delia, O'Keefe, O'Keefe 1982], , ,

91

, , -

[ 1998, 44, 63]. -

,

, .

, -

. -

-

, -

,

, -

.

-

, -

[-, 1995: 158]. - , -

() , .

-

-

. ,

, ,

-

[] [ 1993b: 148].

.

, - , , ,

, -

, -

. , -

,

.

-

,

92

[ 1990]. ,

, -

, . -

-

, . -

,

,

, -

.

-

-

, ,

. -

, .. -

.

[Almond 1970], ,

.

,

,

, , ,

. -

-

,

, -

, .

- [ 1993] -

,

.

,

, ,

93

, -

, .

,

. ,

-

.

, -

-

: -

, -

-

[ 2001: 52]. -

-

, . -

-

[ 2002]. , -

, - ,

[Barker 1990], .. . :

,

...

, ,

,

, ,

[ 1993: 90]. [ 1993], .

( ). , ,

-

, -

[Lipset 1959: 77]. , ...

, , , , ,

94

, -

[Dahl 1965: 19].

, -

, -

[George 1989: 584]. , -

[ 1993a].

[ 2011]. , ,

, , -

, -

,

.

-

. , -

( ) , -

[ 1993b: 323]. -

, , -

-

,

.

,

-

[ 2010]. - ,

.

-

,

95

(. discursive legitimacy) [van Leeuwen, Wodak 1999], [ 2002; 2009].

, , -

-

. -

? : , ,

,

[Domhoff 1979: 169]. (. ),

-

.

,

. -

,

, -

, -

[Karppinen 2007: 498]. , -, -

-

. (. narrativization) , , [Vaara, Tienari, Laurila 2006].

,

-

, : -

, , , -

, ,

[ 2010: 371]. (.

relational model of procedural justice) [Blader, Tyler 2003], - , ,

, , -

.

96

, , ,

, , -

[Thibaut, Walker 1975].

,

, -

,

( ), - .

, ? [Benhabib 1996: 74]. , -

( , -

). (. deliberative democracy / discursive democracy) [Dryzek 1990].

.

1. .

2. . 3. . 4. ? 5.

.

4.2. (. deliberation) ,

, ,

,

, , -

97

,

[Dryzek 2009: 1391, 13811382].

, , -

[Ibid.]. -

,

[Mansbridge et al. 2006]. ,

,

-

,

[Dryzek 2001]. : ,

,

-

[Hunold 2001: 154].

, , -

,

, -

[Schmitt-Beck 2008]. , - , -

; , , , ; , - ,

[Parkinson 2003].

.

; ,

[Fearon 1998]. , - -

, , ( ) [Englund 2006].

98

-

, -

: ,

, ,

, -

. : -

, -

, -

,

[Chambers 2003: 309]. -

:

-

,

. ,

, , -

[Wessler 2008].

,

-

.

, -

, , -

, [] , [Besson, Marti 2006: xviii]. , , ,

, -

.

-

, [Schneiderhan, Khan 2008]. , -

, , , -

, , , -

99

[Fung 2006: 67]. -

.

, -

[Blumenthal 1980], , -

, , -

: -

,

-

, -

[Reich 1988]. -

[He-clo 2000: 17], ,

[Bennett, Manheim 2007: 282]. [Manheim 1991] , , -

, -

, , [Heclo 2000: 15]. , :

: , , -

[Ibid.: 13]. , ,

[] [Loomis 2000: 162]. ,

( ), : , , -

, -

[Heclo 2000: 14]. , - , , , ,

, , ,

[Ibid.: 33]. : ,

[Lafont 2006: 12].

100

-

[Pettit 2001]. -,

( - ).

-, -

.

-,

.

,

, , -

-

[Kies 2010]. [Bchtiger

et al. 2010]. I , -

, , -

.

II , -

-

[Ibid.: 33]. , -, (. discourse quality index) [Steenbergen et al. 2003]. , - , , -

, , -

, .

, -

-

( ), ( ) [Bobbio 2010]. (, ), (, -), (-,

). ,

101

,

, : -

, , [Ibid.: 18].

-

( II), :

1. (. public spiritedness): - , -

,

-

: ,

-

[Dryzek 2002: 68]. 2. (

) (. discursive equality / discursive reciprocity): ,

, .

-

. -

, -

,

.

, .. [Williams, Rice, Rogers 1988].

3. (. plural agreement): , : ,

, [Hartz-Karp 2007]. -, ,

: -

. -

.

, , -

102

, -

[Cohen 1989: 21]. , -

,

[Besson, Marti 2006: xix]. -

:

, ,

,

[Gutmann, Thompson 1996: 26]. 4. (. acceptability of arguments): -

, -

, [Cohen 1989: 20]. , ,

, ,

[Fung, Wright 2003: 17]. , ,

[Sancho 2003: 6]. 5. (. inclusiveness):

, , , .

,

,

[Dryzek 2001: 651]. -

[Hunold 2001: 159]. 6. :

, -

. -

,

, -

. , -

, -

[Ibid.].

103

(. deliberative democracy): - -

-

,

[Cohen 1989: 19]. , -

c :

-

-

[Parkinson 2003: 180]. , , , , : -

, -

, [Gastil, Burk-halter 2008].

,

-

, (-) , [Gutmann, Thompson 2004]. ,

,

.

, , -

. , , ( , - ), - , [Sancho 2003: 3]. ,

-

[Bohman 1998: 401].

- [Hendriks 2002]: , ,

, , -

, , -

104

[Wessler 2008]. , , -

, , -

,

[Crosby 1995]. (. terated delibera-

tion) [Gutmann, Thompson 2004], - , -

, ,

..

, -

.

-

, -

[Dryzek 2009]. - , ,

(. competitive authoritarianism) [Levitsky, Way 2002], - , - -

, .

,

. -, -

: -

. -, :

-

, . -

, : -

-

[Hunold 2001]. , -

, -

:

1. : ,

,

-

105

, . -

, -

:

-

( -) [Wessler 2008]. - , .

2. : -

, .

.

3. : - ,

. -

( ) , [Parkin-son 2003: 182].

, :

, , ,

, -

, , ,

, .

.

, ,

, ,

( ), [Parkinson 2003: 186].

, , -

, -

[Besson, Marti 2006]. , -

106

,

, -

, ,

[Elster 1998: 12]. - ,

, -

,

[Sancho 2003]. (. civilizing force of hypocrisy) [Elster 1998] , - -

, -

. , -

( ) - .

, -

.

,

, [McGann 2006]. - .

-

[Fung 2006]. - -

, -

,

-

.

-

(. deliberative theory of interest rep-resentation) [Mansbridge 1992], , -

.

.

,

,

[Naurin 2006]. -

107

.

,

,

, -

[Thompson 2008]. , - -

, -

. -

() -, ,

[Naurin 2006: 192]. ,

-

. -

,

,

-

[Schfer 2010].

(. discursive dilemma) [Pettit 2001], -

, -

.

, ,

, ,

[ 1995: 199]. , - -

. : ,

, , [] , - , -

, [Lafont 2006: 89].

108

(. rational ignorance) [Downs 1957] , -

,

. , ,

,

[Somin 2010: 254]. (. ra-

tional irrationality) [Caplan 1999]: - .

, ,

, .

, , , -

, -

, ,

.

: , , -

...

. -

, -

[Somin 2010: 264]. , , , -

, . -

, ,

, ,

[Galston 1991]. , .

: , -

, , -

[Neuman 1991: 95]. : , , [Bennett 1996: 2223]. , - , , -

, ,

[Deneen 2008: 71].

109

,

, , -

(. insurgent democracy) [Dryzek 2000]. , -

-

[Friberg-Fernros, Schaffer 2011]. -

,

-

.

, : -

-

-

, . -

, -

. -

, -

[McGann 2006].

, -

, -

, -

[Chambers 1996]. - , , -

.

(. testimony) - ,

, -

[Sanders 1997]. , - -

.

.

110

, -

, , , ,

.

,

, -

,

[Chambers 2009: 341342, 345]. - (. political pandering) [ 1995]: - , . [-], , , , ,

-

[Chambers 2009: 343]. : -

, ,

, -

-

[Jacobs, Shapiro 2000: 7].

-

(. oratory model / conversation model). , - , , -

.

,

[Remer 2000]. , -

, ,

[Weaver et al. 2007]. (, - ) , ( - ), - [Marsden 1987]. ( ) - , -

.

-

111

,

, -

( ). - . , -

: -

, -

, , -

[Wessler 2008]. - , ,

, : -

, [Parkinson 2003: 184]. ,

(. scale problem). , ,

, -

[Dryzek 2001]. , -

,

, . , -

. ,

,

-

, . , -

, ,

[Dryzek, Niemeyer 2008: 493]. : , -

, , -

[Ibid.: 485]. , (-, -

), , - .

,

( , )

112

(. descriptive repre-sentation) [Pitkin 1967], .

[Arnstein 1969]: 1. ( -): -

, ,

; 2. : ,

; 3. :

,

; 4. : ,

; 5. : ,

; 6. : -

-

.

-

, -

, -

, ,

: [] [ ] - ,

[Hibbing, Theiss-Morse 2002: 191]. , (. logrolling) [Miller 1999]

.

, y, - x.

. x y, , , [Ibid.].

113

,

,

[Riker, Brams 1973]. -

-

, -

, ,

, -

. ,

, ,

[Sanders 1997: 348]. ,

, -

,

, , -

[Somin 2010]. , :

, .

, -

. -

:

[ 1995: 347]. , -

,

, ,

, , [Sanders 1997]. - : -

-

. -

,

[, 2003: 505]. (. policy delib-

eration) :

, .. , , -

114

. , -

,

[Stone 1988: 138]. -

.

1. . 2. , . 3. ? 4. ? 5.

? 6. ,

.

7. .

115

V

5.1. -

(. narrative control) [Gubrium, Hostein 2008] -

, , : -

, ,

[Ibid.: 260]. .. , (. utilitarian story / autotelic story) , -

[Ryan 2009]. - , , -

[Freedman 2006: 22], .. .

(. story coercion) [Luhman 2005] - ,

[White 1987: 167]. -,

.

: , -

, ,

.

; , -

, -

[Boswell 2010]. -

,

, -

[Roe 1994: 2]. , -

,

(. discourse coalition) [Hajer 1993],

116

.

(. policy narrative) , - , -

[ 2007] - , -

[ 2007], . [Jones, McBeth 2010] , , -, [Boswell 2010]. : (. narra-tives of decline) , -, (. narratives of control) [Stone 1988].

(. policy narrative) - ( ) , - -

, -

[Boswell 2010]. , ,

: -

, , (, , , (. is-sue stakeholders) ) - [Ibid.].

-

, , -

,

[Ibid.]. ,

( ) : [Delori, Zittoun 2009: 3]. -: , , -

, -

, . -

, [-] [Ross 2011]. -

117

: -

, -

[Chong, Druckman 2007: 111]. (. elaboration likelihood

model) [Petty, Cacioppo 1981], (- ), ( ) - .

(. transportation imagery model) [Green, Brock 2000], - , ,

, -

[Green, Brock 2000]. [Page, Shapiro, Dempsey 1987] -

-

. , , -

. ,

-

.

(. exemplification) [Zillmann 2002] ,

. -

-

[Braverman 2008]. - -

, .

, -

,

,

, [Brosius 1999]. -

. , , -

, -

[Beck, Cowan 2002]. -

.

118

, -

.

-

, -

.

-

, -

, ,

.

, -

, .

(. hard news) , -

.

(. reception-acceptance model) [Zaller 1992], - .

-

, , ,

, -

: ,

, , -

[Baum 2004: 315]. - , -

-

. ,

, -

. ,

(. soft news), .

, , -

, -

, , -

- : ,

, -

( ) , , , , -

119

[Baum 2002: 94]. - (. cheap framing) [Baum 2004] - -

. ,

,

, [Iyengar 1991]. :

,

. , ,

.

, , ,

[Mulligan 2012: 3]. (. incidental by-

product model) [Baum 2002], , - , , -

.

, ,

, , (. Oprah effects) [Baum, Jamison 2006]. -

, -

.

: -

, -

[Gamson et al. 1992: 387]. , , - , , -

, : -

, . -

. -

. -

[Fulton et al. 2005: 1]. : ,

, -

[Tomascikova 2009: 287].

120

(. fictional media) , , , ,

: , -

, , ,

- [Mulligan 2012: 34]. - : , -

(. human interest sto-ries), , .

, [Gerrig, Prentice 1991; Green 2004]. ,

(. narrative perceived realism). (. external per-ceived realism), . : ,

,

, -

, .

, , -

, ,

. ,

, , -

[Mulligan 2012: 4]. , ( - ) -,

.

(. fictional framing) [Ibid.] (. narrative policy) [Jones, McBeth 2010], - ( ) - . -

, 80% [Cameron, Sallot, Curtin 1997]. : ,

-

121

,

[Bennett, Edelman 1985: 158, 170].

,

. : ,

-

, . ,

,

,

[Zaller 1999: 59]. :

,

[Sellers 2010: 221]. :

[-]. - , , ,

[Shoemaker, Reese 1996: 117]. , -, , , -

[Mazzoleni, Schulz 1999]. , -, -

[Schrder, Phillips 2007], , , - .

-

(. pseudoevents) [Boorstin 1962], :

-

[Esser, Spanier 2003]. - , -

,

[Swanson 2004]. (. de-

thematization) [Plasser et al. 1996; Pfetsch 1999], .. , .

, , -

122

, -

. , -

21 2012 -

( -), .

:

-

, [Bennett 1992: 403]. : -,

. , -

. (. news management) [Pfetsch 1998].

, -

.

1.

.

2.

? 3. .

4. , -

.

5. - , .

5.2. - , XX -

-

, , , -

, , , -

, -

[Blumler, Kavanagh 1999].

123

, -

, -

, -

, -

[Ibid.: 213]. , .

,

, -

, -

[Ibid.: 214]. - , -

, -

, .

-

, , - -

(. spin) [Maltese 1994; Sumpter, Tankard 1994]: - .

,

, [Esser, Reinemann, Fan 2000: 216]. -

[Andrews 2006]. ( -

) [Pearson, Patching 2008], - (. deliberate priming) [Medvic 2001].

,

-

: , -

, -

[Esser, Spanier 2005: 34]. ,

,

[. advocacy story] , . , - -

, , ,

, .. ,

124

[Stockwell 2007]. , ,

, [Rosenstiel 1994: 309]. - : , -, -

, [Jones 1995: 169].

- -

, -

:

-

, - [Esser 2008: 4785].

-

: -

-

-; - -

[Craig 2003: 84]. , -

.

- ,

,

, -

(. off the record) (. leak). -

,

,

(. press gallery folklore) [Dale 1985]. - [Richardson 2002].

,

. , , , -

-

.

-

125

( ) , - ( ) . -

, .

- (. sound bites), (. buzzwords) (. image bite), , - .

,

[Esser, Reinemann, Fan 2000; Gaber 2000; Pitcher 2002; Starick 2005]: 1.

-

; 2. ,

; 3. -

; 4. -

:

5. ;

6. ;

7. - ;

8. ;

9. , .

(. politics of blame avoidance) [Edelman 1977] -

(. PRisation of news) [McQueen et al. 2011].

126

,

(. churnalism) [Davies 2008] -. , -

, ,

. ,

-

-,

.

-

, ,

,

[Esser et al.: 215]. , ,

( ) ,

. - (. meta-coverage) [Esser, DAngelo 2003] - [Esser et al.: 218] [Stockwell 2007].

, , , - -

.

, [Larsson 2009].

,

, , -

[Plasser 2005: 53], - -

.

( ) ,

. ,

, -

,

, , -

, - -

[Stockwell 2007: 130]. , -

127

, (. pub-licity officer), .

, -

(. story teller), . -

(. message) .

- -

, -

(. strategic coherence) [Svet 2010]. , , (. line of the day) (. stay on message).

-

II, - .

-

/ -

, -

. , -

. , -

, -

-

-

[Karppinen 2007: 17].

-

.

-,

-

. , -

.

. -

[ 2006]. ,

128

.

,

-

- -

. -

,

[ 2006: 33].

,

, ,

[, 2008: 112]. -, -

. ,

, -

[, , 2002]. -,

-

, -

:

[ 2000: 410411]. -

(. information policy),

[Braman 2011]. : - , , -

, - ,

[ 2003: 38]. , -

. -

-

, -

129

, .

, , .

-

( ) - , -

:

-

, ,

, , , -

-

, [ 2004: 180]. - : -

, , ,

, . , -

-

[ 2006: 1]. , -

-

[ 2011]: :

; : -

, ; : -

; :

; :

; : -

() ; :

; : (-

) , - ;

130

:

; : -

-

; : , -

, .

, , -

.

1. - -

.

2. -.

3. , - -

.

4. , , -

.

5. . ?

5.3. :

1. - .

2. .

3. - .

4. / .

5. - .

-

[Broom, Dozier 1983; Phillips 1992; Lindenmann 2002; Grunig 2006; -, 2006; Macnamara 2009], - - , .

.

131

-, - .

-, , -

. -

-.

-

, -

. -

,

- . - -

- , -

. -

.

,

, -

.

:

1. - -

-

-; 2. -

, , -

-; 3.

-

-

; 4. -

; 5.

-

.

, -

, , .

132

I. . -

- -

. -

-

.

:

, -

; , ( -

), ; , -

(- ).

, -

. -

? -,

. , -

,

.

-, , -

. -

,

.

-, ,

(, , ). -

, -

. -

, -

, , , -

133

, ,

. -

,

.

,

- -

.

,

, ,

. , -

.

,

, , , -

, , , , -

, -

.

(. problem definition) (. decision framing) [Russo, Schoemaker 1989] , , .

II. . :

1. - (, , , , ..). ,

,

.

2. - / .

3. .

4. ( )

134

(.. ). 5. , -

.

6. - (, , -, , ). - , , -

, , , , -

, , -

.

7. - , -.

III. .

, -

.

/ - / . -, ,

, -

. -

.

IV. . , -

,

, -

.

V. . -

.

,

, , -

-

.

135

VI. . -

-

, , -

, . -

( ), , -

( ), ,

/ . , - -

[Hirsch 1986]. , -

, ,

. -

.

VII. , . -

, .

-

:

1. , ..

.

2. - , .

3. - :

-

.

4. .

:

- -

; - -

136

;

;

; -

( ) ; -

( ) ;

, ; -

, ,

;

, -

; -

- ; -

, ,

, ;

, ; -

; -

, - -

;

(, , ) - ;

- ,

; , -

, , ,

137

; -

; -

-

; -

; -

..

( ); -

-

; -

- ; -

; -

; -

; -, , ,

; -

;

;

; .

VIII. . -

, -

-,

138

.

:

1. , ;

2. ;

3. - ;

4. ; 5.

; 6.

; 7. -

; 8. ,

.

9. -

-

, (. crossmedia) (. transmedia) [Jenkins 2006].

IX. (). , -

.

. ,

, . ,

,

.

X. . -

- -

, -

[Todorov 1971; Chatman 1978; Bruner 1990; Ryan 2009]. -

139

- ( ) - ,

. -

, , -

, , -

, , -

.

[Stone 1988], : - (1) (2) (3) (4) .

, : (2+3), (2+4), (1+3) (1+4). : , . -

-, , -

, , [Stone 1988, 293]. : .

,

[Stone 1988, 289].

(. tellability), , , [Ryan 2009]. (. stock story) [Amsterdam, Bruner 2000] , ,

,

[Hnninen 2004, 7374].

:

1. ; 2. ; 3. ; 4. -

( , - , , , ,

, , , -

140

); 5. ; 6. ; 7. ; 8. -

; 9. ; 10. () .

XI. . -

, -

, .

-

,

.

, - -

, .

( ) , . -

:

-

; -

, ; -

; ; -

; () -

, ;

() ( ). :

1.

141

, .. -

() - ;

2. ;

3. , ,

.

, -

-. -

(-, , ), - , , -

.

-

, .

, -

.

, -

. -

(. narrative policy) [Jones, McBeth 2010] - ,

.

, -

-

, -

. -

-

,

.

: , -

- ,

-

[ 1998: 115]. - , -

142

,

, -

. , -

-

, -

,

- , -.

,

, -

.

1. . 2. . 3. . 4. , . 5.

.

143

VI

6.1. -

-

, ,

( ) - . -

, -

,

. , ( ) .

.

- -

-

,

( ), (- ). , , , / - , .

, -

,

/ - ,

, . -

(), ,

-

( ). () , , -

-

. -

, ,

-

, ( ). , -

144

.

, ,

.

,

.

1. , ,

.

2. , - . -

. -

, ,

( ), -. .

3. , - () . ,

.

-

, , , ,

, , -

, , -

.

,

-

, -

-

, , - .

.

-

, [ 2008b].

, ,

,

, -

145

. , -

.

. , ,

,

, . ,

-

- , - ,

( -).

- , , -

, -

, -

, -

, , ,

. , -

,

-

, .

,

.

, -

- , -

. () -

( ).

,

( ). 1. -

,

.

.

2. , -

146

. -

-

. ,

, -

.

3. , -

.

-

. -

,

.

: -

-

, , (-, ) .

, -

-

.

-

,

( ), , (, ). - , ,

,

, .

- -

, ,

,

, -

. , -

, , -

. -

, -

, -

147

[ 2004].

-

( ). -

( ),