Metodologija kriznog komuniciranja i analitika medijskih iskaza

Abstract

U savremenom društvu institucije masovnog komuniciranja preuzimaju ulogu konstruisanja konfliktne paradigme, obavljajući pored informativne i određene bezbedonosne, psihološke i propagandne funkcije i zadatke. Rizici, krize, katastrofe, revolucije, nasilje i sukobi postaju deo globalne svakodnevnice, ali medijske slike o njihovom intenzitetu, dubini, ciljevima, uzrocima i posledicama opredeljuju karakter intervencija i metodologiju konkretnog delovanja. Evropsko okruženje jasno forsira kognitivno-institucionalni pristup koji u fokusu ima bezbednosnu analizu aktivnosti brojnih pojedinaca, grupa, mreža i institucija, čulno opažanje i saznanje ljudi koji se primarno bave krizom, te grupni i institucionalni okvir u kojem se donose odluke. Analizom medijskih iskaza i izvora uočavamo one koji se odnose na prevenciju i pripremu javnosti za krizu, identifikaciju aktera kriznog upravljanja, opažanja krize, krizni menadžment, političko-organizacionu saradnju, krizno komuniciranje (prikupljanje i obrada informacija, digitalni sistemi za prenos informacija, komuniciranje sa javnostima i uloga novih medija u kriznom upravljanju), internacionalizaciju krize, vremenske efekte, troškove krize, te sticanje publiciteta i saglasja javnosti. Analizom statističkih podataka, dedukcijom i komparacijom u skladu sa analitičkim stepenima, temama, varijablama i indikatorima kreiramo celovitu sliku o prirodi krize, rizicima prilikom rešavanja, kao i prioritetima delovanja. Moderno doba i izmenjeni karakter konfliktnih paradigmi ukazuju na potrebu stvaranja specijalizovanih informatičko-komunikacionih ekipa u ključnim bezbedonosnim službama i ustanovama, koje bi mobilnošću, edukovanošću i timskim delovanjem bile obučene da preuzimanjem krizne komunikacije u praksi identifikuju određeni problem, kreiraju ga i usmeravaju ka civilnoj javnosti, nudeći i konkretno rešenje.

In modern society, mass media communication institutions take the role for constructing conflicting paradigms, by conducting not only informative but, in addition, a certain security, psychological as well as propaganda features and tasks. Risks, crises, disasters, revolutions, violence and conflicts are becoming part of the global everyday life, but media information of their intensity, such as depth, goals, causes and consequences, define the character of interventions and determine the methodology of a particular activity. European environment clearly emphasizes the cognitive-institutional approach that focuses on the security analysis activities of many individuals, groups, networks and institutions, sensual perception and cognition of people who are primarily engaged with the crisis, as well as the group and institutional framework within which decisions are made. By the analysis of media statements and sources, those related to the prevention and public preparation for the crisis, identification of the actors of crisis management, crisis perception and management, political and organizational cooperation, crisis communications (collection and information processing, digital information transfer systems, communication with the public and the role of the emerging media in crisis management), the internationalization of the crisis, time effects and costs of the crisis, as well as gaining the publicity and public agreement are observed. Statistical data analysis, deduction and comparison in accordance with the analytical stages, topics, variables and indicators, allow the creation of complete overview of the crisis nature, resolving risks and the action priorities. Modern era and the changed character of conflicting paradigms suggest the need for specialized information-communication teams within the critical security services and institutions that would be trained, by their mobility, educational and team acting, to takeover crisis communication in practice and identify certain problem, create and direct it to the civilian public, also offering an actual resolution.