Archive for: Текстови објављени у часопису Култура на српском накнадно преведени на стране језике

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.

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.