ROLE OF MEDIA IN CREATING A POSITIVE IMAGE FOR EFFECTIVE LOCAL COMMUNITY: NEW MODEL OF COMMUNICATIONЖељко Стевић
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Published 2017 |
ABSTRACT
Contemporary communication channels, reflected in the speed in which timely, transparent and clear information "traveling" from the sender to the recipient of the message. In today's business environment, a very important role Internet has, as well as traditional media such as radio and television. In this empirical paper, that was conducted in the city of Doboj, analyzed the relationship between the role of modern media in creating a positive image of successful local government. Assumed relations between the observed variables were tested by using several statistical methods. Results from the research suggest that the use of the Internet and other, modern forms of communication create a successful local government, and observed correlation is statistically significant. Research showed that 68.42% of the surveyed media think that Internet is the best means for obtaining timely and accurate information on the activities of the city administration. On the other hand, the results show that as many as 84.2% of respondents completely agree that web site contributes better promotion of the administrative services of the city of Doboj and mutual communication, but it certainly represents the largest commitment of respondents. The results of this study provide a contribution to the empirical knowledge in this area and indicate improper use of information and communication technologies in the local administration of the city of Doboj, in order to gain a better reputation at the regional level, and to build its competitive position in the Republic of Srpska.
Keywords: city administration, two-way symmetrical communication, Internet, radio and TV.