DIGITAL MEDIA CONVERGENCE

Text topic: Digital Media Technologies

Text author: Љиљана Љ. Булатовић, Горан Булатовић и Оља Арсенијевић

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.