12,

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CIP - ,
316.736
316.774:654.17/.19
659.3/.4
, , 1958
/ M. - : , 2014.
(: -). - 288 .: , . ; 21 cm
. - 500. : . 287288. H . . - Summaries.
ISBN 9788662930347
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COBISS. SR-ID 211578380

2014


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/ SUMMARIES




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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 remember 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 community 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 Jagodina, founder, first dean, the reference person.
***

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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 socialization of the youth in contemporery times? Using the descriptive-analytics 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 Serbia 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 alternative educetional system.
251

Key words: youth, school, learning, media, mass media, Internet,

spare time, leisure.
***

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252

THE COMMUNICABILITY OF MESSAGE

AND THE COMMUNICATION COMPETENCE
OF THE TEACHER
IN PEDAGOGICAL COMMUNICATION
Summary: In this work the author, through analysis of the structure 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 communicable 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 realization 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 communication.
***

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MULTICULTURALISM AND INTERCULTURALISM OF

HYPERTEXT
Summary: Is the hypertext medium or content of communication 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 attitudes that are formed in science and communication practices.
Starting with the postulates of communinication science, the author claims that the hypertext is closer to the content of communication than the medium in the classical understanding of intermediary in
communication. This thesis he argues in hermeneutical confrontation
254

of the hypertext and a global system of computer networks the internet, 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 impossibility of determining the quantity and quality of information that it announces. 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, internet, culture, multiculturalism, intercultuarlism.
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255

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COMMUNICABILITY OF SITES IN HYPERTEXT AS A
CONDITION OF COMMUNICATION THROUGH THE INTERNET
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 destination of the hypertext. The answer is sketched in the subject framework of communication science with the previous theoretically defined
concepts: Internet, site, information, message, hypertext, and communicability 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.

256

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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 revolution in shaping the contemporary society. At the trace of Habermas
idea about refeudalizing of the public sphere in industrial and mass society, the author asks the question of what kind of public can be estab257

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 communication 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 network can be misused for destruction of classical forms of representative
democracy.
Key words: public, public opinion, contemporary society, information society, computer network.
***

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258

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MEDIA SYSTEM AND PUBLIC POLICIES

Theoretical and methodological framework
Summary: This paper establishes the theoretical and methodological 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 determination 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 media systems the explanatory classification is offered as the theoretical
basis of comparative analysis of the media system of Serbia and it identifies 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 independent and authentic public as one of the most important social subjects that participates in the creation and promotion of public policies.
Key words: media system, public policies, media complex, public sphere, public, social development, social security of citizens
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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 situation 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 establishing 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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CONFIGURATING THE MEDIA SYSTEM OF SERBIA

Summary: In this work the author is critically analyzing the development 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 interest groups he draws a conclusion that all indispensable changes in
media system were not performed, which are supposition of domocratization 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.

261

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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 important social subsystems in modern times. The authors have determined 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 politics. The result is the dominance of market-mondialist cultural pattern
in the Serbian society, which seriously threatens the national and cul262

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 media 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 pattern, new model of cultural policy, The Council for Cultural Policy.
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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
263

normative framework of the media system, media complex, the main

agents of the media system, freedom of public communication and foreign policy reasons for the existence and survival of such a media system. The conclusion expressed assumption that the future of the media
system of Cuba is equally dependent on the survival of the socialist order 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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264

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 communication situation in which its used. Therefore, it is theoretically
possible to generalize certain number of common aspects of a communication strategies at the level of the most common forms of communication: 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 management 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, manipulation.
***

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265

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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 organizing 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 precisely 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 possible to establish a empirical fact about efficiency of political slogan, but
in the same time a political slogan is unavoidable in political communication 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 communication, 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 programs of RT at present are the most important media alternative to institutionalized 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 objectivity 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.

267


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