Медии и комуникации на 21. век

Multicultural Communication in Serbian Public Space

Zoran Jevtovic Университет в Ниш, Сърбия
Zoran Aracki Университет в Ниш, Сърбия

Страници: 27-33


With the arrival of the information revolution, the methods, techniques and skills of the journalist profession have rapidly changed, which has resulted in the creation of the new identity of the public communications. Media become new totems, sources of powerful, usually manipulative messages, which explains all political, historical and cultural phenomenons of the past and present. Fetishizing of items, easy profit and individual money-making, wrecked conventional notions of tradition and spirit of time, thus offering a variety of short-lasting, frivolous, sensational, tabloid and kitschy (trashy) pleasures, using their fascinating pictures and treacherous contents to attract people’s attention. In a multitude of high technology elites people have become more and more alienated, while mass media take over distribution of social power pouring consumers every day with new packages of spectacle and sensations. The Democracy waves today are flooding the planet, creating dramatic and intensive changes on an evolutionary political path. Exciting statistic triumph of neoliberal order excite the humanistic orientated part of our planet, but, behind the democracy screen, human rights and economic welfare are hiding lots of social problems, important for further concept of political development (an energetic and ecological crisis, stock market problems worldwide, first signs of planetary recession, growing unemployment…). The catalog of modern crisis depends on many agents which can decide whether the new established democracy will survive the numerous illnesses that attack it. An increasing number of contemporary intellectuals are discussing the issue of democracy future, facing the ethical dilemmas coming from the more frequent information manipulation, done by a more and more alienated governing elite. Multiculturalism is being put on a global market pedestal of ideas and opinions, and massmedia are being pushed forward as desirable tool for communication among everbody and about evertything. However, the problem lies in the fact that planetary media giants are avoiding information circulation among smaller ethical communities, commercially non-worthwhile and uninteresting, bringing to doubt the public debate concept. The new dogmatism is hidden in the shadow of the new world order, which is likely to lead towards creating self-sufficient, closed, ethnical or religious homogeneous groups, which by accepting the “victim” role, in the future will represent a suitable soil for unpredictable and painful political, religious, cultural and economic tectonic disturbances. New redistribution of power gives a stalwart role to cultural patterns, national identities, social conflicts and life styles, thus participating in reconfiguration of the traditional state which is naively trying to resist the changes, unwilling to relocate the cultural energy from state and bureaucratic cabinets to the open market or under favor of civilian society. Democratic culture implies the right for a variety of cultural values and models, lawfulness of national institutions and specific cultural identity

Ключови думи:

Politics, massmedia, communicative actions, multiculturalism, democracy


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