THE MONITORING RESULTS DONE ON THE RUBRICS OF CULTURE OF MONTENEGRIN MEDIA

The project "The Power of Culture - It is Matter of Media!" which started with monitoring of printed media (daily and weekly newspapers and magazines) in Montenegro, and with glimpse on electronic media, has the goal to look upon:
- Questions and mechanisms with which from the idea of culture in general come to concepts of culture and cultural policy in the framework specifically encircled (Cultural policy as well as culture - the set of legal and administrative mechanisms that set in motion and give direction to diverse resources - financial, physical, political, artistic, scientific, educational and social - in order to increase cultural capital),
- Media's arguments and functions in forming cultural ambient and communication: media - creators - recipients. Because, existing media are the most attainable, cheapest, the most direct - the experiment and mirror to present potential cultural capital that can support social capital attributes;
- Openness and potentials of media having in mind differences and uniqueness, strengths and weaknesses - in order to create its own strategy in domain of culture and artistic production and presentation.

The selection of theme, i.e, the part of the project called monitoring is logical selection in attempt to comprise basic ideas of the project saying that power of culture is power of media.
The field of monitoring were Pobjeda, Vijesti, Dan, Glas Crnogoraca and Publika rubrics for culture in the period from December 20, 2001 to January 20, 2002. Also, it analyzed the rubrics for culture of weekly newspapers of Monitor, Polis, Polja and Onogost in the period from July 20, 2001 to August 20, 2001 and December 20, 2001 and January 20, 2002.
Monitoring contains short analysis of electronic media and weekly, Radio - Culture of Clashes on Air and Weeklies and TV - No System Documents.
The aim of the monitoring was to research existing situation and to position cultural-artistic function that achieve media in Montenegro. And to point out ways in related to cultural and artistic contents and their bearers in Montenegro in order to provide them to engage in production of cultural-artistic contents in media.
Because for the concepts as culture, media and journalism exist great number of definitions as the most reliable for the theory-concept framework we chose following:
Culture - general process of civilization understood as self-advancement and education; belief, practice and way of life that differentiates some ethnic group or some society from others, and social strata, semi-groups of youth, professions ext.; piece and practice of intellectual, and artistic activity especially (Williams, 1983).
Media - technical equipment that enables people to communicate and transmit thoughts no matter what their form and final goals are. (Francis Ball).
Journalism - the phenomenon that having information and opinion as necessary base, whether it is graphically or orally expressed, has the goal or tends to satisfy needs and wishes of society turned to at the moment. (Gaeta, 1966).
In this report we used a number of reliable theoretic and empiric methods, defined by the very topic that is by the subject of research: questionnaire, interview, systemic observation, content analysis (quantitative and qualitative).
In data processing and material collection and in analysis methods and data interpretation as well we used classification, statistics analysis, description, comparative analysis and analysis and interpretation of statistics data.
Monitoring of every individual media involves questionnaire results we did with editors of culture rubrics that exist as separate organizational segment within media.
Our results and analyses of cultural-artistic functions of media in Montenegro we dispose to the audience and aware that issues related to contents of mass culture and its transmission is one of the most difficult in contemporary theory of mass culture. We would be glad if with these results and all project contribute to development and building of combined and mixed model of media system in Montenegro where we will observe the culture as plural.