The attitudes of professional workers of the centers for social work in the Republic of Serbia towards the media image and the quality of reporting on their work

Abstract

According to the theory of media representation, negative media coverage of social workers can affect the formation of negative stereotypes about this profession in public, reduce the willingness to cooperate with future users of social protection services, as well as job satisfaction and professional commitment among professionals. . It is important to have an insight into the quality of reporting and the media stereotype about social protection professionals from the point of view of the stereotyped group, in order to prevent and eliminate these negative effects. The aim of this research was to examine how professionals employed in social work centers in the Republic of Serbia perceive the stereotypical image that the media create about them, as well as how they assess the quality of domestic media coverage of their work. 242 professional workers from 49 centers for social work in the Republic of Serbia were examined. Data were collected using a questionnaire made up of scales designed to measure media stereotypes about professionals and assess the quality of reporting on their work in different media. Data were analyzed by descriptive, univariate, and multivariate statistical techniques. The results show that professionals believe that the stereotypical media image of them is mostly negative, both in terms of competence and in terms of interpersonal relationships with users. In addition, experts estimate that all the most relevant media in Serbia report on their work in a poor way. The results were interpreted in accordance with the market approach and the approach of professional responsibility in media reporting, as well as the principle of blaming professional workers in the framework of social protection.