What do you mean when you say "fake news"? Use of the term "fake news" in news reporting in Serbia – A qualitative analysis

Cilj ove studije bio je da ponudi dubinski uvid u kontekst koji okružuje upotrebu pojma lažna vest u medijskom izveštavanju u Srbiji. Na osnovu kvalitativne analize sadržaja (N = 300) identifikovane su tri teme koje opisuju karakteristike medijskog diskursa o lažnim vestima. Prva je problematizacija fenomena lažnih vesti kroz definisanje problema, traženje uzroka, razmatranje posledica i/ ili predlaganje mera u borbi protiv lažnih vesti. Druga vrsta upotrebe upućuje na instrumentalizaciju ovog izraza u političke svrhe. Treća tema nazvana je normalizacijom diskursa o lažnim vestima i označava usputnu upotrebu ovog izraza kao pomodne fraze u različitim kontekstima.The goal of this study was to offer in-depth insight into uses of the term “fake news” in news reporting in Serbia. Based on a qualitative content analysis (N = 300), three themes emerged describing the key characteristics of the media discourse on fake news. The first one describes the phenomenon of fake news as a problem by defining it and identifying its causes, consequences, and potential measures for fighting it. The second theme describes instrumentalizing the fake news label for political purposes. The final theme was the normalization of the fake news discourse, which refers to using the term “fake news” in passing as an empty buzzword with different meanings in different contexts