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This paper deals with a critical discourse analysis (CDA) of pre-election TV commercials inthe last two campaigns of 2012 and of 2014 in Serbia. The aim of the research is to deconstruct thestrategy of political parties in the field of gender sensitization from a gender perspective based onthe most important activity of parliamentary democracy – the election cycle, using examples ofpaid political advertising – the pre-election TV clip, for which the parties allocated the most resourcesin the campaign of 2012 and of 2014 in Serbia. The aim is also to analyze the personalexperience of female politicians in order to provide a new and different way of analyzing practicesand strategies of the parties in relation to the visibility of female candidate in the mediaduring the election campaign.The basic method is the critical discourse analysis (CDA) complemented by the method ofcomparing the regular election campaign of 2012 and the early elections of 2014, and the methodof life stories of the candidates (oral history). The CDA puts a special emphasis on various forms of discrimination that result from the abuse of power that continues to lead to the emergence ofsocial inequality and injustice (Dijk 2008).There are three levels at which the (in)visibility of women in the political process can be observed:a) the (lack of) presence of women on the candidate lists in the election campaign, andafter the elections, the (decreased) number of women in the parliament; b) (in)visibility of womenin paid media campaigns and c) (in)visibility of women in the language.Practice: a) On the basis of the "principle of affirmative action", women become more presenton the candidate lists and in the parliament as a result of the introduction of quota into the gendersensitive legislation (all SEE countries – Southeast Europe/Western Balkans). b) Women are stillrarely seen in the pre-election TV clip which is the most effective paid advertising, because it is atraditionally male "space", while women are more active in reach-out field work. c) visibility ofwomen in language is achieved, for example, by the use of the Gender-sensitive language Code.(S. Savić).In this paper the focus is on the sub-paragraphs (a) and (b), with (c) being analyzed in a limitedmanner only as part of the pre-election TV clip slogans analysis.A TV clip is comprised of: the slogan and the body of the clip. The slogan is made of aniconic and a linguistic part. In both campaign slogans there were no gender sensitive slogans,except for one in 2014 (URS's campaign for the female Mayor of Belgrade). The body is made ofthe video format and the content. In both campaigns, in 2012 and in 2014 forms of videos werehybrid types that included: documentary footage from the field, speech of the leader speakingdirectly in camera, animation, short fiction form.The analysis confirmed the basic hypothesis: despite the fact that, according to the legal provisionsa female candidate occupied every third position of the candidate lists in both analyzedelection cycles – they are underrepresented in paid political advertising in the media (TV clip).Individual hypotheses are also confirmed.The icons and the contents of the presentation of Serbia in the election cycle in 2012 and in2014 in the election TV clips were masculinized from the standpoint of power in society that isheld by male party leaders. The basic strategy of all parties who had a paid television campaign,in a form of TV clips, in both observed election cycles was the strategy of exclusion from thepolitical space mediated by the media. So we are here talking about a media, and by that, a widersocial invisibility of women in exercising one of the fundamental rights, the right to participationin decision-making and active participation in the elections. ; Cilj rada je da dekonstruiše strategije političkih partija iz rodne perspective u odnosu natelevizijsko predizborno političko plaćeno oglašavanje u kampanjama 2012. i 2014. u Srbiji.Cilj je takođe da se analizira lično iskustvo političarki da bi se na nov i drugačiji način analizirale prakse i strategije partija u odnosu na vidljivost kandidatkinja u vreme predizborne kampanjeu medijima. Metode korišćene u istraživanju su: kritička analiza medijskog diskursa(jedinica analize je tv spot u celini, verbalna, vizuelna i zvučna komponenta), komparativnametoda i životne priče kandidatkinja. Osnovna hipoteza je da bez obzira na to što su, shodnozakonskim odredbama, na kandidatskim listama, u oba analizirana izborna ciklusa, ženezauzimale svako treće mesto – one su podzastupljene u plaćenom političkom medijskom reklamiranju(TV spotu). Osnovni rezultat je da su medijske plaćene kampanje bile maskulinizirane.U fokusu je samo partijski lider. Kandidatkinje su podzastupljene u oba posmatranaperioda. Partije nisu rodno senzibilisane kada je reč o političkom plaćenom oglašavanju uvreme predizborne kampanje.

Od 1990. godine, čitav region Istočne i Jugoistočne Evrope počeo je sa transformacijom svojih ekonomija iz centralno planskog sistema u tržišni, što se označava pojmom tranzicija. Postavka istraživačke studije je sagledavanje stanja sektora poljoprivrede Republike Srbije i Bosne i Hercegovine, koji su prošli kroz proces ekonomske tranzicije. Ideja tranzicije privrede, odnosno poljoprivrede je rast proizvodnje i BDP, povećanje efikasnosti i ostvarivanje boljih proizvodno-ekonomskih performansi. Cilj istraživanja je utvrditi da li je i u kojoj meri tranzicija poljoprivrede dovela do njenog razvoja, koji su propusti napravljeni i kakve mere agrarne politike kreirati u funkciji daljeg razvoja poljoprivrede i ruralnih područja. U izvođenju vrednosnih sudova i kritičkih zapažanja celokupnog procesa tranzicije agrosektora korišćene su određene naučne metode poput naučnog studiranja, indikatori, grafički metod, statistički metod, deskriptivna analiza i sinteza, komparatvini metod i drugi naučni metodi. Strategija poljoprivredne tranzicije u bivšim socijalističkim zemljama imala je za cilj poboljšanje efikasnosti i produktivnosti poljoprivrede zamenom institucionalnih i organizacionih karakteristika komandne ekonomije sa atributima pozajmljenim iz prakse tržišne ekonomije. Transformacija od kolektivne do efikasnije individualizovane poljoprivrede (privatizacija), koja će ostvarivati veći nivo prihoda je krajnji cilj. Tranziciju poljoprivrede prati nepovoljna vlasnička struktura i niska produktivnost, neefikasnost agrarne politike, spor razvoj institucija podrške, neadekvatan zakonodavni okvir i neuspešna privatizacija. Proces privatizacije obeležen je sa mnogo kontroverzi i zloupotreba, pa je i to imalo negativan odraz na ukupne efekte. Pored nabrojanog, efekti tranzicije poljoprivrede se ogledaju i u smanjenom obimu investicija, padu stočarske proizvodnje, spoljnotrgovinska razmena uglavnom sirovina i proizvoda niskog stepena finalizacije, depopulaciji sela, nepovoljnoj agrarnoj strukturi, malim pomacima na planu podiznja konkurentnosti i produktivnosti i nekonzistentnoj agrarnoj politici. Ni poljoprivredno zadrugarstvo nije revitalizovano, a kamoli ostvarilo neki značajan uspeh, tim pre, jer nije vraćeno poljuljano poverenje u zadružni oblik organizovanja, niti su zadružni principi usvojeni. Prelazak na tržišnu ekonomiju ostavio je Srbiju i Bosnu i Hercegovinu daleko iza najuspešnijih zemalja Centralne i Istočne Evrope. BiH zaostaje po mnogim pitanjima vezanim za strukturne reforme, koje su pratile ekonomsku tranziciju zemalja u regionu. U Republici Srbiji je stanje nešto bolje, ali svakako ispod očekivanja i s velikim kašnjenjima, pa su samim tim pozitivni efekti značajno slabiji. Stanje u BiH u posttranzicionom periodu je takvo da nedostaje institucionalna podrška i podsticajne mere agrarne politike na svim nivoima, počev od države preko kantona i opština, a tržišne reforme poljoprivrednog sektora nailaze na probleme i zastoje. Tranzicija poljoprivrede u BiH nije donela očekivane efekte, s obzirom da nije modernizovana, niti je zasnovana na efikasnosti, konkurentnosti, intenzivnosti i tržišnosti. Nešto bolja situacija je u Republici Srbiji, ali svakako nije razvijen sektor poljoprivrede, niti su u potpunosti ostvareni zacrtani ciljevi tranzicije. ; Since 1990, the entire region of Eastern and Southeastern Europe has begun to transform its economies from the central planning system to the marketplace, which is referred to as the concept of transition. The research study setting is to look at the state of the agriculture sector of the Republic of Serbia and Bosnia and Herzegovina, which went through the process of economic transition. The idea of a transition of the economy, that is agriculture, is the growth of production and GDP, increasing efficiency and achieving better productioneconomic performance. The aim of the research is to determine whether and to what extent the transition of agriculture has led to its development, what omissions have been made and what measures of agrarian policy are to be created in the function of further development of agriculture and rural areas. Certain scientific methods such as scientific study, indicators, graphic method, statistical method, descriptive analysis and synthesis, comparative methods and other scientific methods have been used in performing value judgments and critical observations of the whole process of transition of agrosectors. The agricultural transition strategy in the former socialist countries aimed to improve the efficiency and productivity of agriculture by replacing the institutional and organizational characteristics of the command economy with attributes borrowed from the practice of a market economy. Transformation from collective to more efficient individualized agriculture (privatization), which will achieve higher level of income is the ultimate goal. The transition to agriculture is accompanied by an unfavorable ownership structure and low productivity, inefficiency of agrarian policy, slow development of support institutions, inadequate legislative framework and unsuccessful privatization. The privatization process was marked with a lot of controversy and abuse, which also had a negative impact on the overall effects. In addition to the above, the effects of agriculture transition are reflected in the reduced volume of investments, the decline in livestock production, the foreign trade of mostly raw materials and products of low level of finalization, depopulation of the village, unfavorable agrarian structure, small shifts in raising competitiveness and productivity and inconsistent agricultural policy. Even agricultural cooperatives were not revitalized, let alone achieved some significant success, the sooner because no shattered confidence in the cooperative form of organization was returned, nor cooperative principles were adopted. The transition to the market economy left Serbia and Bosnia and Herzegovina far behind the most successful countries in Central and Eastern Europe. Bosnia and Herzegovina lags behind many issues related to structural reforms, which have followed the economic transition of countries in the region. In the Republic of Serbia, the situation is somewhat better, but certainly below expectations and with big delays, so the positive effects are significantly weaker. The situation in Bosnia and Herzegovina in the post-transition period is such that institutional support and incentive measures of agrarian policy at all levels, starting from the state through cantons and municipalities, are lacking, and market reforms of the agricultural sector are facing problems and delays. The transit of agriculture in Bosnia and Herzegovina did not produce the expected effects, as it was not modernized nor based on efficiency, competitiveness, intensity and marketability. There is a somewhat better situation in the Republic of Serbia, but the agriculture sector is certainly not developed, and the goals of transition have not been fully met.