Backbone view el

(function($){
    VShowroomItem=Backbone.View.extend({
        el:$(".sr-item")
        ,initialize:function(scopeid,owner_id){
            this.el=$('.sr-item:regex(data-owner_id,'+owner_id+')');
            this.owner_scope=scopeid;
            this.owner_id=owner_id;

        }
        ,events:{
            'click .send-friendship-req': 'makeJoinReq'
            ,'click .send-msg-to-company':'sendMessage'
        }
        ,sendMessage:function(){
            new MessageHandler(this.owner_scope,this.owner_id,function(c,h){
                h.show();
            });
        }



    });

    $('.sr-item').each(function(i,item){
        var SRItem=new VShowroomItem(scopes['Company'],$(item).dataset("owner_id"));
    });


})(jQuery);

<div class="sr-item" data-owner_id="3">
    <div><span class="send-msg-to-company">Send message</span></div>
</div>

<div class="sr-item" data-owner_id="4">
    <div><span class="send-msg-to-company">Send message</span></div>
</div>