TECHNICAL ASPECTS OF THE DIGITALIZATION OF MEDIA

This paper begins with general introduction and analysis of the definition of the media. Strong correlation exists between the manner of communication among people and the level of society development. Five civilization levels are presented, covering 6000 years of human history. The fourth and fifth civilizations are covering the period since the beginning of the 20th century. The fourth civilization is known as the civilization of electronic media. The term of the signal as a message equivalent is the most important term in the analysis of the communication process. Transition towards the fifth civilization lasts for more than thirty years. One of the most important steps in this process is the signal digitalization. This process consists of three main steps and it is explained here in very simple terms, with no mathematics. Several popular digital components are explained, primarily their memory size and capacity. Digital data transmission stands at the end of the digitalization process. Bit rate has been a limiting term for further wireless communication development. Some hints explaining the way of circumventing the bit rate problem are presented.

DIGITAL WORLD AND THE PHENOMENON OF INFORMATION SURPLUS

This paper examines the causes and consequences of the phenomenon of information surplus in the world of digital media technologies, with particular emphasis on the functions of libraries in the selection and evaluation of information content. As Baudrillard showed, we lived in a world with more and more information and less and less sense. The excess of information undermines the very communication, and thus the essence of sociability. Obviously, information networks and digital technologies are fundamentally changing our habits and experience, producing a new culture and new institutional models and social paradigm. However, we must keep a measure of caution and healthy skepticism before we start believing that new technologies automatically solve the puzzle of human history. In the digital world, we must ask: Where is the knowledge we lost with information? Where is the wisdom we have lost with the knowledge? The authors remind us of the Jose Ortega y Gaset’s opening lecture at the Paris International Congress of Librarians and Bibliographers (1934) entitled Mission of the Librarian, and his statement that librarians have to leave the neutral position in the procurement, processing and organization of the records of human knowledge and take responsibility for producing and using knowledge. One could have rightly expected that the concept of redundant books and the necessity to control the flow of ideas and knowledge would trigger unanimous disapproval of expert circles. However, although Ortega’s speech sparked numerous debates and controversies, it has had a significant impact on defining the structure, function and mission of contemporary libraries and other information institutions. The fundamental issue in these controversies is: how to ensure a high quality selection of information and publications and, at the same time, avoid the dangers of censorship?

IUGO ERGO SUM: RECONCEPTUALIZATION OF ANTHROPOLOGICAL CONTINUUM

Personal computers, mobile phones, iPod, iPhone, e-book, the Internet, Skype, online shopping and learning – these are just some of the unavoidable elements of modern life. However, the breakthroughs in technology that have changed the world have somehow left the educational system unchanged, creating a huge gap between learning and teaching in schools and ways of acquiring knowledge in everyday life. Regardless of the global technology and information infrastructure, information society will not be transformed into a knowledge society until each individual is qualified to select, organize, transfer and use information in a creative and socially responsible manner. Ideas of Alain Badiou and Jacques Rancière are analyzed in the context of philosophy of education.

NEW MEDIA AS A DIRECTION FOR DEVELOPING COMPETENCES OF PRESCHOOL EDUCATORS

A pervasive and growing use of new digital media (primarily the Internet) in all the fields of human activity imposes a need for adequate planning of preschool education, as the first link in education chain that needs to become a foundation and preparation for technological and media literacy in new generations. The application of new information and communication technologies and the media is already obvious in all fields and on all levels of education. This application, however, overcomes pedagogical connotation, so it is not introduced only as a part of curricula that the new generations need to cover in order to become competitive in the future labour market; it also has a non-pedagogical connotation: as non-teaching, logistical and administrative support of labour in educational institutions. These circumstances condition serious changes partly referring to the development of competences of preschool educators (primarily teachers) for the use of new media and technologies. This paper comprehensively presents the circumstances that undoubtedly point to these new requirements set before the educators and points to directions and bases for development of the competences mentioned.

INTERACTIVITY AND MULTIMEDIA: IN SEARCH FOR MEANING AND CONTINUITY

When speaking about new digital media technologies and especially about their potentials in education, political participation, arts and mass communications, we often refer to interactivity and multimedia. Proliferation of these terms in contemporary discourse makes their semantic field elusive. Thus, it is the intention of this paper to provide an overview of different meanings of interactivity and multimedia, and, by discussing some definitions, to examine their applicability not only to the new media, but also to other media and their specific forms of communication. At the same time, it is an attempt to identify which dimensions of interactivity and multimedia are essentially new, and which establish the continuity with previous media and communication practices.

DIGITAL MEDIA CONVERGENCE

By studying digital media technology and social changes in education under their influence in Serbia, we have examined the consumers’ habits, traditional versus digital media, as well as the credibility of online content that consumers are referred to. The general conclusion is that the Internet as a digital platform is commonly used in traditional (analogue) mode, as a one-way channel for distribution of media content and interactivity that is tantamount to leaving comments and generally arbitrary attitudes by readers. The innovative use of digital charting technology that provides unlimited possibilities – from collecting and presenting facts, through linkage with other relevant sources and documents, opening debates and facilitating participation of readers in defining social problems, their argument-based illumination from different angles to launching campaigns in the function of solving the problem – still fails to appeal to most. In this paper, we also point to the necessity of developing (redeveloping) research methods, typologies and techniques that will be able to encompass a larger number of those elements of the new media which differ from the traditional ones.

IMPACT OF WORLD ECONOMIC CRISIS ON THE MEDIA DIGITALIZATION IN SERBIA

This paper presents a brief overview of the situation with the domestic public service broadcasting, with reference to its past and future development trends. In this paper, a special emphasis is given to the process of media digitalization in Serbia. Due to the negative effects of the global economic crisis, we will try to clarify how and under what financial conditions, the Serbian public service broadcasting sector plans to carry out the digitization process. Having in mind the low standard of living in Serbia, the paper will be focused on the expenditures of the Republic of Serbia (as well as the financial cost to citizens) in the transition to digital signal. The digitalization process in Serbia will be financed by international financial institutions, while the national government will provide financial help only to the socially underprivileged population. Digitalization should be concerned as a long term investment that will improve operations of the domestic media sector. In Europe, the digitalization process is far ahead (in a more advanced stage). In comparison to EU and CEE countries, the digitalization process in Serbia is in delay.

INFLUENCE OF DIGITAL MEDIA TECHNOLOGIES ON THE STRUCTURE AND STYLE OF ONLINE MEDIA CONTENT

The paper focuses on researching the way in which the appearance of new digital media technologies is influencing changes in the style of the media material placed online and cites rules for creation of the material that is adjusted to digital environment and a changed reader’s attention. Material digitalization, its placement in proper form and style, its consumption, as well as the multimedia content management and cost benefit are presented in this document.

SOCIOLOGICAL AND ETHICAL ASPECTS OF SOCIAL MEDIA AS A NEW DIMENSION IN SOCIALIZATION AND COMMUNICATION OF AN INDIVIDUAL IN AN INFORMATION SOCIETY

Large expansion of information technologies (IT), especially the Internet, has led to a general social interaction and exchange, from which arises the Information Society as a very real but yet unexplored dimension. For all these new issues arising from this progress in human relations and communication, a question of moral behavior in this new virtual world also arises – the question from which cyber-ethics is born. Genesis of virtual community is sociologically explained by the fact that normal social life of a person is divided into three environments or spaces: the space where we live, space where we work, and the space for socializing with other members of society. Virtual community is by many considered to be ‘a place for socializing’, as it does not pose barriers that exist in everyday human communication. It does not specify age, gender, political or religious affiliation nor does it take family characteristics into account. This paper analyzes this “third space” where people gather for the purpose of socializing which has become very cramped in the contemporary society.

INFLUENCE OF VIRAL MARKETING ON THE MEDIA PRODUCTION: AMERICAN EXPERIENCES

Viral marketing is a set of marketing techniques that use existing social networks (both real and virtual) to achieve specific marketing objectives, through viral processes that resemble the spread of computer viruses. The central part of this process are the users, or potential audiences, which in certain way become marketing managers, constantly recruiting new marketing managers. It was necessary to fulfill one important prerequisite in order to reach the moment when the boundaries between different media formats are no longer of that much importance – erasing the boundaries between the real and the virtual space, creating a hybrid space, the so-called “real virtuality”. This article tries to cover recent US media practices related to viral campaigns in the film and television production, and other forms of media expression through media channels that are intertwined, denying borders between them, making members of the audience interactive and integral participants in this collaborative process.