INTEGRATION CHALLENGES OF MEDIA POLICY IN BOSNIA AND HERZEGOVINA

Abstract

In the process of political transition of the Western Balkan countries, the non-EU countries in particular, the reform of communication systems occupies one of the primary places within the implementation of economic, cultural, political and integration processes of each country. Communication research that seeks to define the dilemmas of the current communication situation in Bosnia and Herzegovina, as a determining framework of the media system, includes many socio-political factors conditioned by structural changes within the society of Bosnia and Herzegovina in the last 25 years. The complete cultural and political deconstruction of the Bosnian society at the end of the twentieth and the beginning of the twenty-first century destabilized the internal organization of the political, cultural and economic system, especially in the domain of public communication and organization of the media subsystem. Apart from the numerous current challenges, the development of a unified media policy in Bosnia and Herzegovina and the establishment of a public media system in accordance with the requirements of the European Union and the interests of all citizens, are among the key issues that state institutions are facing at the moment. This paper primarily deals with the analysis of the European Commission’s annual reports on Bosnia and Herzegovina’s progress in the process of implementing reforms in the media policy sector and based on these annual reports it suggests the key factors for future national media policy definition. The goal is to establish a national media policy and reform the communication system in a broader context as a political, cultural and economic issue, i.e., as an institutionally agreed path for political compromise, integration of society and definition of collective identities.