AGRICULTURE IN DAILY PRESS IN SERBIA

The aim of the paper is to investigate the presence of agribusiness topics in the daily press in Serbia. A quantitative and qualitative analysis of headlines in ten daily newspapers in the period from 1 November 2021 to 31 October 2022 was conducted. The results were analysed globally (as total number of headlines) and according to the following criteria: month of publishing, daily newspaper, and tonality of the headlines. During the study period, 352 titles were published on agribusiness. The results show that this important topic is insufficiently present in the daily press and that a negative tone prevails in the coverage of agriculture and food. Part of these findings can be attributed to current political events during the study period. However, more objectivity, more responsible media policies and neutrality in reporting are needed to ensure that readers are adequately informed about the importance and perspectives of agribusiness.