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Instead of the dedication
PROFESSOR VESELIN ILI FIRST DEAN OF THE TEACHER TRAINING
FACULTY
IN JAGODINA
Summary: Professor Veselin Ili was one of the founders and the
first dean of the Faculty of Teacher Training in Jagodina (1993
1994). With a small number of people in the team that founded the
faculty which has been the only one in Pomoravlje until recently,
he formed a cadre base and paved the way for successful teaching
and scientific research. The best proof of his pioneering work are
the facts that this faculty will celebrate two decades of
successful work next year, and also its turning into the Faculty of
Pedagogical Sciences. Eight generations of teachers whom he
lectured Sociology and Mass communication re-member him as a great
erudite, excellent lecturer and extraordinary educationalist. For
younger colleagues, professors and assistants who have worked with
him, hes still one of the reference person who with his human
virtues and intellectual abilities bounds the academic com-munity
in Serbia, especially with his scientific opus, a critical attitude
towards reality, public engagement and refined style.
Key words: Veselin Ili, the Faculty of Teacher Training in
Jagod-ina, founder, first dean, the reference person.
***
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251
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: , , , , -.
SCHOOL, MEDIA & LEISURE IN THE LIFE OF THE YOUTH IN
SERBIA
Summary: In this paper the author is analyzing two issues at the
base of results empirical research about a daily using time of
citizens in Serbia. Firstly, how much time every day the youth
spend in school and learning, how much time they are exposed to
media contents and in what way they are using a spare time?
Secondly, which medium wiil be dominant in the future, having in
mind a media milieu for the socializ-ation of the youth in
contemporery times? Using the descriptive-analyt-ics method the
author ascertains the youth, in Serbia too, much more exposed to
influence of media, in sense of actual time, than thay are spending
a time in school and learning. In leisure they are spending
distinct a short time in cultural, sports and recreation
activities. Internet and television are predominant media in the
life of the youth. Taking into consideration data of The
Statistical Office of The Republic of Ser-bia about the growth of
personal computer and users of Internet in last few years the
author predicts that new medium will impose ones rule over a
process of socialization of the yuong people in Serbia, too. In the
conclusion he insists on redefining of educational system through
covergency of classical school and media complex, like parallel and
al-ternative educetional system.
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252
Key words: youth, school, learning, media, mass media, Internet,
spare time, leisure.
***
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: , , , , -
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253
,
THE COMMUNICABILITY OF MESSAGE AND THE COMMUNICATION
COMPETENCE
OF THE TEACHER IN PEDAGOGICAL COMMUNICATION
Summary: In this work the author, through analysis of the
struc-ture of the message, identifies the characteristics of the
communicability of the message in pedagogical communication. Those
are: harmony of the informative core of the message with certain
aspect of reality which are conveyed by the message; didactically
motivated relations between cognitive and value-persuasive elements
in the structure of the message; adequate symbolic systems, by
which the message is shaped, which correspond to the age of the
pupils; and appropriate relations between pragmatic and aesthetic
elements of the message. A message is com-municable if it provides
an isomorphism of its meaning, i. e. desired cognitive
(educational) and value (upbringing) effects at the
recipients/pupils end of the interaction in pedagogical
communication. The real-ization of the aforementioned
characteristics depends on the degree of communication competence
of the teacher, variable individual ability, determined by a number
of cognitive and interactive knowledge and skills acquired through
learning.
Key words: message; structure of message, communicability of
message, communication competence of teacher, pedagogical
commu-nication.
***
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MULTICULTURALISM AND INTERCULTURALISM OF HYPERTEXT
Summary: Is the hypertext medium or content of communic-ation
and what is the cultural potential of hypertext for the recipients,
individuals and social groups? These are the two main issues of the
work in which the author does not offer definitive answers, but he
critically analyzes and reconsiders the different theoretical
approaches and atti-tudes that are formed in science and
communication practices.
Starting with the postulates of communinication science, the
au-thor claims that the hypertext is closer to the content of
communica-tion than the medium in the classical understanding of
intermediary in communication. This thesis he argues in
hermeneutical confrontation
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255
,
of the hypertext and a global system of computer networks the
inter-net, the new media which mediates between the hypertext and
the user. The author indicates that, in relation to the contents of
communication in all forms communication practice before appearance
of the internet, the most important specific quality of hypertext
is practical impossib-ility of determining the quantity and quality
of information that it an-nounces. Therefore, in this case, it is
not possible to draw any clear line of demarcation between content
of communication and medium as an intermediary.
From the aggregation of content and intermediary, which first
appears in the practice of human communication, and infinity of
hypertext and the increasing saturation of society with the
internet, derives a high multicultural nad intercultural potential
of this sort of communication rhizome: content-medium. The author
concludes that at contenporary times, due to the simultaneous and
highly dynamic development of hypertext and the internet, it is not
possible to put a positive or a negative sign in regard of
sustainable cultural values that hypertext is affirming, and the
internet is mediating.
Key words: content of communication, medium, hypertext,
in-ternet, culture, multiculturalism, intercultuarlism.
***
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256
, , -, , -, , . , , , .
: , , , , -.
COMMUNICABILITY OF SITES IN HYPERTEXT AS A CONDITION OF
COMMUNICATION THROUGH THE INTER-NET
Summary: The central issue in this work is how to shape the
messages on the internet site, which will be exchanged in all
aspects of meaning of theirs structure, when someone recognizes
certain web des-tination of the hypertext. The answer is sketched
in the subject frame-work of communication science with the
previous theoretically defined concepts: Internet, site,
information, message, hypertext, and commu-nicability of the
message. The author proposes to make the model of communicable
site, which will result in the high degree of isomorphism meaning
of messages in communication. The aim is to quickly find the wanted
information, which is the teleological strongpoint of site shaper,
since the communication competent recipient by high-quality browser
has identifed a sertain site, which is related to his interests.
Also the author suggests the standardization of making the internet
sites like supposition of their communicability and the
communicability of the messages that it contains.
Key words: Internet, site, hypertext, message,
communicability.
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257
,
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: . , , - , - . - , , . - , - , -- . (1) , (2) (3) . , - .
: , , , , .
THE COMPUTER NETWORK AND THE POSSIBILITY OF ESTABLISHING THE
DEMOCRATIC PUBLICITY IN
THE CONTEMPORARY SOCIETY
Summary: This work analyses the possibility of establishing the
democratic public in the contemporary society. First of all, the
author defines the meanings of the public and the public opinion.
In additon to that he points out the importance of the
scientific-technological re-volution in shaping the contemporary
society. At the trace of Habermas idea about refeudalizing of the
public sphere in industrial and mass so-ciety, the author asks the
question of what kind of public can be estab-
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258
lished in postindustrial, i. e. information society, having in
mind the emergency of new medium the computer network. The main
issues of analysing are the possibilities (1) to widen trhe field
of communic-ation freedom, (2) to establish the relatively
independent public, and finally (3) demokratization of political
process. The author concludes that new medium can be stimulus to
the development of democratic public sphere but, in same time, he
points out that the computer net-work can be misused for
destruction of classical forms of representative democracy.
Key words: public, public opinion, contemporary society,
in-formation society, computer network.
***
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259
,
: , , , , , , - .
MEDIA SYSTEM AND PUBLIC POLICIES Theoretical and methodological
framework
Summary: This paper establishes the theoretical and
methodo-logical framework for examining the media system of Serbia
in order to construct theoretical models that enable the
formulation, coordination and implementation of public policies
necessary for sustainable social development and social security of
citizens. The author has outlined a methodological approach to
research and made a theoretical determin-ation of the media system,
including the structure and dynamics of one of the most important
subsystems in a social system in modern times. Based on the
critical review of the existing classification of modern me-dia
systems the explanatory classification is offered as the
theoretical basis of comparative analysis of the media system of
Serbia and it iden-tifies four types of modern media systems:
statist, market, market-statist and social-civil. It also stresses
the importance of media systems for the formation of a democratic
public sphere in society that is relatively in-dependent and
authentic public as one of the most important social sub-jects that
participates in the creation and promotion of public policies.
Key words: media system, public policies, media complex, pub-lic
sphere, public, social development, social security of citizens
***
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260
, 2007. -, . - , - .
: - , -, - , , .
PRIVATIZATION OF MASS MEDIA IN PUBLIC PROPERTY
Symmary: This work contains the critique of legal model and the
practice of privatization of mass media that is public property of
Serbia. The author bases a crtique on analysis of legal solutions
and the situ-ation in mass media complex of Serbia and on a few
examples of mass media that are already made private. He
anticipates the flow of further privatization in the near future,
which should be finished by the end of 2007, and he also points out
to its main subjects. The author concludes his critical analysis by
suggesting the new model of privatization as a condition of
spreading the freedom in mass communication and estab-lishing
independent and authentic public in Serbia.
ey words: mass media in public property, meking private, mass
media complex, freedom in mass communication, public.
***
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261
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CONFIGURATING THE MEDIA SYSTEM OF SERBIA
Summary: In this work the author is critically analyzing the
de-velopment of the new media system in Serbia after 2000th, in
structural and process sense. First of all he defines what is media
system and he determines the most important structural elements and
significance of media system in contemporary society as theoretical
frame of analysis. At the foundation of detailed description of
normative bases of media system in Serbia, happening in media
complex and working the most important subjects of system politcal
organizations and capital in-terest groups he draws a conclusion
that all indispensable changes in media system were not performed,
which are supposition of domocrat-ization both a media system and
society on the whole. He confirms his conclusion pointing to:
unharmonized media and another acts, decisive role which political
subjects and capital owners do at contents of public
communicationa, unfinished process making private of media in
public proprety and predomination so-called sensational journalism
in public sphere.
Key words: media system, media acts, media complex, subjects of
media system, democratic public sphere.
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262
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: , , - , , -, .
CULTURAL POLICY IN THE MEDIA SYSTEM OF SERBIA
Symmary: This paper deals with the well researched importance of
cultural policy in the media system of Serbia as one of the most
im-portant social subsystems in modern times. The authors have
determ-ined that the most important agents of the media system in
Serbia are the political organizations and interest groups of
capital. Therefore they concluded that they are the most important
factors of cultural polit-ics. The result is the dominance of
market-mondialist cultural pattern in the Serbian society, which
seriously threatens the national and cul-
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263
,
tural identity of the Serbian people and Serbian citizens. They
argue that the requirement for removal of such threats is to
establish a new model of cultural policy with the broadest social
consensus. Features of this model should be: complexity,
integrality, complementarity and modernity. Starting from the
importance of mass media at present they propose the establishment
of the Council for Cultural Policy in the me-dia system of Serbia
as a first step in the formation of a new model of cultural
policy.
Key words: ultural policy, media system, dominant cultural
pat-tern, new model of cultural policy, The Council for Cultural
Policy.
***
:
: , . - . : - , , , - - . - .
: , , -, .
MEDIA SYSTEM OF CUBA: ISLAND IN THE WORLD
Summary: The paper is the result of a larger authors study The
modern media systems, the media system of Serbia and public policy.
Media system of Cuba is treated as the most typical example of
statist media systems in the modern world. It analyses: the
ideological and
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264
normative framework of the media system, media complex, the main
agents of the media system, freedom of public communication and
for-eign policy reasons for the existence and survival of such a
media sys-tem. The conclusion expressed assumption that the future
of the media system of Cuba is equally dependent on the survival of
the socialist or-der in this country and the impact of the
information revolution in the social structure of Cuba.
Key words: Cuba, media system, subjects of the media system,
freedom of public communication.
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,
COMMUNICATION STRATEGIES Attempt to a theoretical outlining
-
Symmary: This paper presents the definitions of strategy and
communication strategy. The primary hypothesis is based on the idea
that each particular communication strategy is determined by the
com-munication situation in which its used. Therefore, it is
theoretically possible to generalize certain number of common
aspects of a commu-nication strategies at the level of the most
common forms of commu-nication: interpersonal, communication with
different audiences and mass communication. With theirs combination
we obtain the integral communication strategies that create and
implement the organized social subjects in political, economic and
civilian sectors of society. They are implemented in practice of
public relations, persuasive man-agement activities toward several
the most important social groups, so called target publics: users,
owners of capital, regulators, experts and professional
communicators. The author states and argues the claim that each
integral communication strategy includes specific techniques of
cognitive and emotional manipulation.
Key words: strategy, communication, communication strategies,
communication situation, integral communication strategies,
manip-ulation.
***
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POLITICAL SLOGAN: THE MOST VISIBLE MESSAGE IN A POLITICAL
COMMUNICATION
Summary: In this paper is analyzed the importance of slogan in a
political communication, semantic principles of its simbolic
organiz-ing and its efficiency in a political process, too. The
author claims that slogan has a polysemic meaning because of
denotative monosemantic and connotative polysemantic. Also he
states semantic principles pre-cisely and he points to political
determinants in forming political slogan which are directing the
mentioned polisemy during interpretation to the wanted aim. At the
end of this paper is ascertained that is not pos-sible to establish
a empirical fact about efficiency of political slogan, but in the
same time a political slogan is unavoidable in political
commu-nication because of reducing a politcs in political marketing
to the most simple and to the most understandable messages.
Key words: information, message, political slogan, political
com-munication, meaning of political slogan, efficient of political
slogan.
***
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RUSSIA TODAY (RT): THE RESPONSE TO GLOBAL MEDIA MINDNESS
Summary: The paper points out the importance of appearance and
existence of TV Russia Today (RT) in the global mediasphere. The
author insists on the fact that until the year 2005 when this
television was established, the picture of the world on a global
western television programs was one-sided and ideologically
impregnated with interests of the most powerful countries of the
West. He also points out that pro-grams of RT at present are the
most important media alternative to in-stitutionalized media
presentation events in the contemporary world, because in the
programs of RT recipients can see and hear the news and
interpretation in the modern production pattern, which differently
show reality as opposed to a global television programs in the
western part of the world. The author concludes that the RT in
terms of objectiv-ity is not different from Western forerunner, but
the recipients have the possibility to choose, and the truth of the
other side, which has always been the essential prerequisites of
freedom in public communication.
Key words: Russia Today (RT), global media, media mindedness,
media alternative, freedom of public communication.
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(2009), (2012; , . .), - (2014) .
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