MEDIA DISCOURSE ANALYSIS IN SERBIA WITH REGARD TO MULTICULTURAL COMMUNICATION AND PROFESSIONAL ETHICS

Text topic: Ethics of Media

Text author: Елма Шабановић

Research of multiculturalism is a need, but also a challenge of the 21st century. To secure the same rights and chances for minorities that the majority has, is a big challenge for every society and it is not easy to hold up to these high standards. Concerning the fact that today there is not a single state with population completely homogeneous ethnically, religiously, or nationally, it is important to find social and political institutions for the establishment of peaceful, cohabit life and cooperation. For the establishment of the concept of multiculturalism the role of mass media is very important, because they have the monopoly in creating intellectual conscience. Media are the gatherers and public watch dogs, and the information must respect the facts and it’s users. Media not only inform, they also form, and that’s why professional ethics is so important. The culture of dialogue is also very important; for to establish and nourish it, it is necessary to build a strong civil sector, on one side, and to develop concept of individualism rather than the concept of collective acceptance, on the other.

The destiny of future relationships in Serbia and the quality of life itself, depends on the creation of more freedom for people, more tolerance and open dialogue, cohabit life and empathy, and that is why the role of mass media so important in this respect.