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PORTRAYAL OF SOCIAL WORK IN PRINTED MEDIA
Abstract
Media play an important role in shaping public opinion about social problems and issues related to social work. There is a strong believe among social workers in Slovakia that media has been reporting negative picture of social work profession. The paper explores how the social work profession is portrayed in print media in Slovakia. The author analyzed the 5 most popular newspapers. Articles from year 2016 containing key words „social work“ and/or „social worker“ were analyzed (N=105). Content analysis was used. Although majority of analyzed articles portrayed social work with negative connotation, articles describing social work in positive way were not unusual. In few cases media reported good practice examples of social work. More reputable newspapers wrote reports about social work with more positive connotations, whereas tabloids had a tendency to write rather negative messages. Social workers, however, are inadequately using the media for their own positive promotion, or for presenting important issues related to social work. We consider social workers themselves to be unprepared to use the medial space for these purposes.
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