MEDIA TRENDS AND CREATING CONSCIOUSNESS

Media articles and radio and television programmes influence our everyday lives and the way we perceive ourselves and others. However, media are mere mediators. They are a reflection of the broad social consciousness, relations in society, civilization and cultural achievements of every nation and the particular time phase. Senders and receivers of messages are strongly intertwined, which is determined by the social environment. The theoretical communication aspect of media is a very sensitive issue, bounded by numerous social, political and cultural affinities, as a result of which perception of media reporting and the notion of credibility remain a field suitable for research in line with different social circumstances, as well as with the development of new technologies which are changing the established notion of the role of media and media professionalism. Major changes have occurred in the last decade with regard to mainstream media too, which in the race for market share have rejected the so-called in-depth reporting and dominantly fostered fact-based forms. Research carried out through media content analysis which is presented in the paper corroborates these indications and trends.

RADIO OF REPUBLIC SRPSKA, ITS SOCIAL ROLE – TRENDS, DILEMMAS, CHALLENGES

The public service broadcasting programme should match the widest needs of society, and its listeners. The programme structure should meet the requirements of most social groups and individuals, the programme content. A significant social role of the public service is unquestionable, but different programme segments are not usually sufficiently represented in the scheme offered. In creating the programme scheme diverse contents should be balanced. In today’s world radio has a strong social impact. Information transmitted through speech is very important. The influence of content transmitted through speech is often stronger than the influence of content transmitted in writing. On the future of public services, the impact has technology and society-quot; or listeners, which the receiver looking for the programming content. Key benefits of electronic media in relation to print, are often related to the news programmmes that are faster, more accessible at all times, and everywhere. In this sense, radio has no equal, especially when, except for the fact, supply and make sense of presence or participation in the event (live broadcast). The programs should increasingly incorporate documentary, informative, educational, dramatic-art, music and entertainment elements. So, the public service broadcasting should be a service that meets the communication needs of all citizens and which is also under their control.

TRUTH FROM THE MACHINE

The world of multiplying products which machinery from the Industrial Revolution brought about among other things, a machine whose main task in the future will be – to work with our shadows. Writing with light (photographs) in fact cannot exist without the sun / light and shadows. Hence, photography deals with researching shadows that the technical aid has left to us. At the entrance to the modern European game of shadows, concepts such as heliography, daguerreotypes, talbotization are properly elevated … They testify to the desire of the creators of individual techniques to attain eternity by means of technical devices that they invented. People came to see Daguerre’s dioramas, Don Slater says, “to see the re-creation of the real, and not merely an image of reality”. It’s as if God has once again found a way to show himself from the machine. The human need for meaning has gained a new partner. No illusion is more convincing than the one that is the result of precise, predictable, scientifically substantiated – machine steps. The text is intended to reflect on the following: What happened to the Truth after the appearance of photography?

LOW WAGES AND HIGH TECHNOLOGY – JOURNALISTS AND JOURNALISM IN SERBIA

This paper discusses major findings of the research project “Profession at the Crossroads – Journalism at the Threshold of the Information Society” conducted by the Faculty of Political Sciences’ Center for Media and Media Research from July 2010 till June 2011. The aim of the project was to examine social, economic and technological qualities of the journalistic community in Serbia and its capacity to respond to challenges facing the profession regarding global media changes and domestic transitional processes. Research results indicate that journalism in Serbia is in a state of limbo, and caught between delayed transition and information society very slowly mobilizes resources to respond to the forthcoming challenges. 

CIVIL JOURNALISM IN DIGITAL 21st CENTURY

In The World’s Eternal Humming I research civil journalism in digital age (especially online journalism), its basic characteristics and attributes, its phenomenal aspects, its relation to professional journalists and bloggers as well as the cooperation of media and citizen – reporters. I also analyze the key attributes of the screen culture and the digital paradigm – the radical media convergence and information overload. The paper offers some possible answers to the following questions: how can media follow those changes, how can media discuss various matters and cooperate with their audience? What are possible ways for media to give professional help to the growing needs of the citizens to express themselves and announce their stance in the global digital network? And is it actually necessary? In the conclusion I propose a short critical review on the position and the role of the citizen (online) journalism today.

ROLE AND IMPORTANCE OF JOURNALISTIC DOCUMENTARY FORMS IN PRINT MEDIA

World economy crisis, as well as the global technological and media changes, made tectonical disorder mostly in print media. For some time now, there is a question of their psychical survival. News magazines are on the hit, as their recent rolls are now taken by daily newspapers. There is a consent on social – economic and technological challenges that Serbian press has to answer, but the question – what to do with news magazines and what further, remains open. The same is with interpretation. This article is trying to find answers in journalistic documentary forms which are more and more present and which are continuation of positive journalistic interpretative evolution, through proof of necessity of bigger presence of documentary forms as specific segment of investigative journalism. Besides theoretical considerations and definitions of the most common genres, this paper, based on case study of three news magazines with biggest circulation: Vreme, NIN and Pečat, shows results of research and provides directions/recommendations for comeback of credibility and quality of referent information-political weekly news press in Serbia.

PUBLIC DISCOURSE AND TODAYS JOURNALISM

Having a vibrant media scene is a necessary prerequisite of human development and good governance. Media, as main promotors of economic, but also cultural and thereby overall humanistic values, have to involve permanently in the proces of cooperation. How much the contemporary journalism, orientated rather towards the commercialization of life in general, sensationalism and creating wrong criteria of social, accepts or refuses such a role? In media communication, however, the old patterns of misuse of the media and their freedom have not been exterminated. The paper deals with a substantial analysis of moral relativism and media socialization. The solution is not to complain and criticize. We have to admit that the audience of the media users is changing nowadays. The journalism is changing, too. The solution is not to look for the social responsibility of journalism, but of the owners as well. The solution can be found only if they look for it together, following democracracy and the developement of new media profile, wich finds the profit in truth, prosperity and social responsibility.

PRESS AT THE CROSSROADS

The changes that occur in social, technological and commercial global environment are evident in the sphere of contemporary journalism that under the onslaught of digitization, especially the Internet, is going through violent and radical transformation. Issuing of daily newspapers transformed from once a family business with tradition into a corporate challenge infected with the profit virus, so the value of the newspapers is more often measured by the realized capital at the end of the year than by credibility with readers because of the management pressure and dividends. Classic journalism sees the competition in the Internet and digital platforms, not realizing that the salvation is in the union, multimedia and convergence. Digital sources of information archive classic sources, especially the press; portals with free ads reduce income of the newspaper industry, while rumors and gossip combined with half-truths suppress expensive and exhausting investigative journalism. In these tectonic disturbances the authors see relentless struggle for survival, the crossroads of the old and the new media, battle for adjustment, where insufficient attention is given to the demands of the new audiences. The focus is on the collision of generations: on one side, young creative forces that use power of PCs and mobile, interactive technologies as their natural environment, and on the other, the older generation that refuses changes, accepting the reality defined by the classic media: television, radio, newspapers and magazines.