102 ŠOLSKO POLJE LETNIK <strong>XX</strong> ŠTEVILKA 5/6makes it difficult for to define its already hybrid generic qualities (Majstorović,2006: 131). In terms of its urgency and newsworthiness, press releasesof the High representative very much resemble royal decrees, exceptthat today the Internet has replaced heralds. As only a small percentageof the BiH public uses the Internet 2 , these press releases were meant tobe picked up by the news media, and they because of the supreme roleof the HR, they made it into the central news without much competition,particularly the HR’s decisions on laws and removals.The qualitative content analysis of the Office of the High representative(henceforth OHR) in Bosnia presents a preliminary insight in this largebody of texts (Majstorović, 2006) primarily through its most frequent themesbetween 1996-2005. It is not however a media content analysis as thepaper’s objective was not to measure the actual time given to the news onsomething that a HR did or said, but to see how and what this organizationcommunicated to BiH public. If two press releases like the ones belowIn order to protect the Office of the President of the RS as an institution and thelegitimate interest of the people of RS, the HR has removed Nikola Poplašen fromthe Office of the President of RS and forbids him to exercise any of the rights,privileges, and authorities of that Office. 5 March 1999The High representative, Paddy Ashdown, today issued a decision removingNikola Grabovac from his position of Minister of Finance for the Federation ofBiH. Mr. Grabovac and his Ministry have been implicated in the AM Sped affairyet the Minister has refused to accept final political responsibility for the actionsor inactions of his Ministry and step down from this position. “High representativeremoves Nikola Grabovac”, 14 June, 2002were published on the OHR’s website or communicated at a press conference,most likely, they would make it to the central BiH news becauseof its domestic affairs importance. On another lever, an internationalofficial’s removing a legitimately elected president of an entity would alsobe indicative of the two power relations: a) the role and authority of theOHR prescribed by the Dayton Peace Agreement and b) the OHR’s agenda-settingcapacity in Bosnian and Herzegovina’s public sphere shapingand contextualizing BiH’s reality.To examine how such discourse was possible in this particular spatiotemporaldimension, I will first provide contextual arguments on how suchunprecedented authority was made possible and how the OHR’s agendasettingrole became visible through the dictate of prominent topics suchas democratization and transition in BiH. Secondly, I will define what thisagenda-setting capacity has meant and how this shaping and recontextu-
THE VOICE OF AN AGENDA-SETTING AUTHORITY - CONTENT CHARACTERISTICS ...103alizing was actually done through discourse. Thirdly, I will show how theHigh representative (HR) used language to exert power in constructingdemocratization and transition, two most important IC objectives in BiH,through a selection of particular discourse topics.2. Toward an interdisciplinary research agenda: discourse, politics andcommunicationAlthough the language of democratization appears universal, its contenttoday is a highly ideological one that qualifies liberal democracy in the statesof Eastern Europe and justifies the interference of Western institutionsinto their domestic affairs (Chandler, 2000:7). The IC’s presence in BiH wason one hand the result of the numerous wars and contention in the Balkansand one could argue that it was needed as such. On the other hand,the IC mandate and actions have stepped out of line defined by Dayton, bybeing overtly authoritarian, situating this discussion in the realm of postcolonial3 and globalist theories (Flowerdew, 1997, Todorova, 1997).Press releases fall into the register of political communication, or politicaldiscourse, as could the entire international community’s talk in BiH,and Wilson (2001: 398) warns of this danger when he says ‘all analysesof discourse are potentially political, and, that on one level, ‘all discourseanalysis is potentially political’. This study does not claim that discourse-analyticalapproach means reducing a social problem to its linguisticor communicative aspects; the language used by the High representativewhen talking about BiH or addressing the BiH citizens is the language ofa dominant elite that struggles for primacy with languages of other, competingelites (the state, political parties, nongovernmental sector etc..) inthe BiH public sphere.OHR’s press releases up until 2005 and later have been central in themainstream BiH media discourse which is socially constructing BiH realities.Although professional activities are characterized by special languages,access to which is usually restricted to members of a given profession(Lakoff, R., 1990, Tannen, 1990), and political leaders use these languages‘to exert power over the general public and develop support for theirpolicies’ (Kress, 1995 in Flowerdew, 1997: 454-455), the OHR’s discourseis not just ‘any’ institutional or professional discourse. It is relevant andworth studying because of the High Representative’s enormous influencein BiH even in <strong>2009</strong> as this organization was supposed to lead the country
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