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Critical discourse analysis cannot be defined as one-way, nor as a specific branch of linguistics that deals with discourse studies. In the paper, the authors advocate the thesis that critical discourse analysis is not a discipline or a theory, but that eclecticism is significant for it, as it is characterized by a non-unique theoretical framework and methodological apparatus. Or, on the other hand, it can be pursued within or in combination with any approach or sub-discipline of the humanities or social sciences. The paper presents the approaches of different world authors (Vezovnik, Meyer, van Dijk, Wodak, Rasmussen, Ager, etc.) to critical discourse analysis, and through their analysis it is pointed out that critical discourse analysis is used by epistemological theories, general social theories, theories of the middle range and microsociological, social-psychological, discursive and linguistic theories. Approaches that are critically determined according to the analyzed texts are grouped under this name. Critical analysis is a key element by which critical discourse analysis approaches differ from linguistic style analyses, which do not consider language in relation to society, and therefore do not thematize the relationship between language, power and ideology. CDA critically approaches social problems by using language to expose power relations that are often hidden, while at the same time trying to reach practically relevant conclusions. [ABSTRACT FROM AUTHOR]

Media shape the reality perceived by readership. The readership receives information from the media in the form in which the readers tend to pass them on as their own opinions. Despite the increasing danger of such reality, no research into the perception on tabloid editions has been conducted locally. The aim of this research was to verify if there are laws in the perception on tabloids concerning the characteristics of certain segments of population. The research thus established the correlation between the increase of negative attitudes to tabloids and the higher education level in respondents. Another expectation made in initial hypotheses being of greater social significance was an extremely high level of agreement in the opinion that tabloids represent a low form of culture, that their reporting is distasteful and that they should not be trusted. The theoretical framework and the results obtained through research may be of great significance for both the media and other participants in the advertising industry - advertisers and advertising agencies. The scientific contribution of this paper is in the initial data obtained by the researchers pertaining to the readership (respondents) perception of tabloids in RS, which regard the fields of sociology, media and advertising. [ABSTRACT FROM AUTHOR]

Media shape the reality perceived by readership. The readership receives information from the media in the form in which the readers tend to pass them on as their own opinions. Despite the increasing danger of such reality, no research into the perception on tabloid editions has been conducted locally. The aim of this research was to verify if there are laws in the perception on tabloids concerning the characteristics of certain segments of population. The research thus established the correlation between the increase of negative attitudes to tabloids and the higher education level in respondents. Another expectation made in initial hypotheses being of greater social significance was an extremely high level of agreement in the opinion that tabloids represent a low form of culture, that their reporting is distasteful and that they should not be trusted. The theoretical framework and the results obtained through research may be of great significance for both the media and other participants in the advertising industry - advertisers and advertising agencies. The scientific contribution of this paper is in the initial data obtained by the researchers pertaining to the readership (respondents) perception of tabloids in RS, which regard the fields of sociology, media and advertising. [ABSTRACT FROM AUTHOR]