摘要：How did Slovenian daily newspapers report the polls results during the decision-making process for the referendum on accession to NATO? A framing analysis was used to find an answer to this question. News frame combines a pragmatic, semantic and syntactic dimension, serving as internalised guides for information processing, and as it conveys thematically consonant meanings constructed from and embodied in the concepts, keywords, metaphors, symbols, and other lexical or visual elements of a given news discourse. The journalists of the Slovenian daily newspapers Delo, Dnevnik and Večer formed the message of the polls regarding the admission of Slovenia to NATO in a competitive frame, or in other words, they channeled all the attention toward the search for the answer to the question of which side is taking the lead in the referendum battle. Mladina and Mag partially covered the referendum campaign in a strategic frame. They added to the competitive frame by searching for the answer to the question of which strategy was chosen by the winning or the losing side. The strategic frame for the coverage of political campaigns leads to media coverage of political campaigns, in which case form is more important than content; furthermore, it leads to the industry of media events and to oversimplification of journalistic story.
关键词：Slovenia; NATO; public opinion; media coverage of political campaigns; Slovene press
