THE NATIONAL VIEWPOINT AS A PUBLIC INTEREST IN MEDIA COMPLEX OF TRANSITIONAL SOCIETIES – THE EXAMPLE OF SERBIA
Keywords:
public interest, Serbian viewpoint, cultural pattern, identity, consciousness industryAbstract
The aim of this work is to theoretically conceptualize national (Serbian) viewpoint as the basis of „the general welfare” in the media complex of transitional societies (society of Serbia), keeping one step ahead of what is offered as a general answer on what is, in fact, the public interest. Based on the fact that the public interest from media is displaced under the pressure of politics, the dominant foreign presence on the wave of globalization and neo-colonialism, government as the most conservative factor of mass comunication, the neo-liberal economic policies that transform journalists into miserable scribblers, and the presence of the general Americanization of cultural and media form, different aspects of national (Serbian) viewpoint are being considered as a scientific response to the current situation and logical segment of theoretical model of public sphere. Author has in mind that media produce cultural and political goods, that are primarily seen as resources of citizens and have necessary informative, educational and integrative functions.
The work starts with the understanding of national (Serbian) viewpoint as rational criteria for acting according to the rules of personal, state and national identity, which implies the existence of high patriotic consciousness, national unity, reciprocal recognition of the another person’s rights to feel and act according to its own identity and the elimination of servility and incompetence of governing structures in vassal, neo-colonial discourse, which occupies the media scene in Serbia.
Serbian (national) viewpoint is, in accordance with the original concept of Milos Crnjanski from the year 1934, „a policy that would be a bit intrusive, even a little violent, but purely Serbian”, policy that supports the maintenance, self-understanding and selfimprovement of political, civil, symbolic and cultural ways of the Serbian people being.
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