Šolsko polje, letnik XX, številka 5-6, 2009: Vloga ... - Pedagoški inštitut

104 ŠOLSKO POLJE LETNIK XX ŠTEVILKA 5/6into a new era of its development, from socialism to capitalism, from postwardemocratization into transition, from ‘Dayton to Brussels’.Any media text analysis can be seen as an analysis of cultural texts andKellner (2003) proposes a useful three-pillar cultural research structureconsisting of:• Political economy and production of culture (cultural texts) throughstudying ownership of media conglomerates, which subsequentlymeans ownership of messages;• Cultural texts such as pamphlets, ads, and even OHR’s press releases.Textual analyses such as content analysis and discourse and criticaldiscourse analysis (CDA) explain these texts through concepts of ideology,discourse type, narratives, semiotics, topics, formal linguisticcharacteristics etc.• Audience analysis (audiences are seen as heterogeneous and multiple):audience members are recipients of texts, which mean differentthings to different people, and cultural studies is interested in howaudiences receive them.This research has to do with the second pillar as a preliminary step for athorough CDA approach whose advantages were helpful in later more detailedanalyses of the OHR press releases. As a press release is a borderlinegenre between interpersonal and mass communication (Jacobs, 1999:31), press release can be viewed as a genre or even media channel with astrong albeit not yet fully realized meaning potential.3. Contextualizing the IC role in BiH- A Job without AlternativeThe ‘new democracies’ were seen as dysfunctional for many reasons suchas deep cultural barriers and Bosnian democratization as a needed ‘nobleexperiment’ (Denitch, 1996: 60). There are different opinions about internationalinvolvement in BiH, but they are mainly divided into those who thinkthere was no other alternative and those who think although there may havenot been alternatives, the actual democratization process has been catastrophic.Because of so much blood spilt in the name of nationalistic ideals,some critics say Western outsiders ‘are far better representatives of the genuineinterests of the Croatian, Serbian and Bosnian peoples and states thantheir patriotic leaders’ (Denitch, 1996: 32). The pretext for this is that newdemocratic societies are just inept, with ‘remarkably few legal, political, and