COMMUNICATION FRAMING IN THE GAMBLING AND BETTING INDUSTRY IN SERBIA

The research subject is gambling advertising in Serbia, focusing on betting and casinos. Content analysis included a combination of communication channels aiming to identify key frameworks in which the brands are presented to the audience. Research results showed that gambling and betting brands achieve specific communication goals by using specific channels. Socially responsible framing is achieved mostly via public relations and non-commercial narratives. Sports framing, prevalent on social networks, builds up the idea of sports and betting being naturally connected and inseparable. Television holds the dominating role in framing gambling and betting as entertainment. The industry in Serbia has also shown certain specificities in terms of regulatory treatment. It deviated significantly from the restrictions imposed on categories with similar (addiction) risks. Also, it has proven to be very liberal compared to several other countries. Keywords: gambling; betting; framing; communication channels.