Untitled - Fakultet za menadzment Sremski Karlovci

OKRUGLI STO 

29. SEPTEMBAR 2012. SREMSKI KARLOVCI 

FAKULTET ZA MENADŽMENT 

SREMSKI KARLOVCI

Naslov: Knowledge, Eucation, Media 

Izdavač: 

FAKULTET ZA MENADŽMENT 

Njegoševa 1A, 21205 Sr. Karlovci 

Za izdavača: 

Emeritus Dušan Ristić 

ISBN : 978-86-85067-35-8

Copyright©2012 by Faculty of Management, Sr. Karlovci, Serbia 

Abstracts for Proceedings of Scientific-research 

interdisciplinary project Digital media technologies and 

social-educational changes that is financed by the 

Ministry of Education and Science of the Republic of 

Serbia 

TEMA OKRUGLOG STOLA 

Znanje, obrazovanje, mediji 

Tradicionalni i novi mediji u 21. veku 

Etički korpus savremenog medijskog teksta 

Izazovi medijske konvergencije 

Digitalni mediji i obrazovanje 

Metodologija izučavanja digitalnih medija 

Digitalizacija medija u uslovima ekonomske i 

finansijske krize 

Digitalna ekonomija - nova ekonomija 

Ekonomski efekti medijske digitalizacije

SADRŽAJ 

SADRŽAJ ............................................................................................................................. 1 

DIGITALNE MEDIJSKE TEHNOLOGIJE I DRUŠTVENO OBRAZOVNE PROMENE – 

SA ASPEKTA TELEVIZIJSKIH NOVINARA ................................................................... 4 

Danica Aćimović 

MEDIA EDUCATION IN THE DISCOURSE OF CULTURAL STUDIES ....................... 6 

Milica Andevski, Željko Vučković, Ivan Šćepanović 

KEY TOPICS IN DEBATE ON DISTANCE EDUCATION ............................................... 7 

Jasmina Arsenijević, Milica Andevski, Dragana Milin 

VEZA ORGANIZACIONE KULTURE I NIVOA MOTIVA POSTIGNUĆA U RTV 

VOJVODINE – OKVIR ZA ISTRAŽIVANJE ..................................................................... 8 

Olja Arsenijević, Ljiljana Lj. Bulatović, Goran Bulatović 

MULTIMEDIJALNA PISMENOST - JEDAN OD IZAZOVA DIGITALNOG DRUŠTVA 

............................................................................................................................................. 10 

Momčilo Bajac, Ivan Šćeepanović, Vesna Šćepanović 

MEDIJSKA EDUKACIJA ZA RAD U KRIZNIM SITUACIJAMA ................................. 11 

Vladimir Barović, Vladimir Marković, Virđinija Popović 

DIGITALIZATION AND CONTEMPORARY ISSUES OF MEDIA ETHICS IN 

REPORTING IN CRISIS SITUATIONS ............................................................................ 12 

Vladimir Barović, Dejan Pralica 

INTEGRACIJA RAČUNARA U NASTAVNI PROCES PRIRODE I DRUŠTVA – 

MOGUĆNOSTI I OGRANIČENJA ................................................................................... 13 

Nataša Branković, Svetlana Kostović 

UPOTREBA SAVREMENE MEDIJSKE TEHNOLOGIJE U CILJU OBEZBEĐENJA 

KVALITETA VISOKOG OBRAZOVANJA ..................................................................... 14 

Olivera Gajić, Biljana Lungulov 

PITANJE AUTORSTVA U DIGITALNIM ŽANROVIMA .............................................. 16 

Jelena Kleut .................................................................................................................... 16 

ULOGA MEDIJA U PREDIZBORNOJ KAMPANJI ........................................................ 17 

Ana Lakatoš, Andrea Boršoš 

MEDIA DIGITALIZION AND EDUCATION .................................................................. 18 

Vanja Malobabić ............................................................................................................. 18 

DIGITALNE TEHNOLOGIJE U POSLOVNOM SVETU - NOVI OBRASCI 

INTERAKCIJE I PROTOKA INFORMACIJA .................................................................. 19 

Mia Marić, Jovan Mandić, Mladen Subotić 

OBRAZOVANJE PUTEM MEDIJA .................................................................................. 21 


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OBRAZOVANJE I MEDIJI U FUNKCIJI UNAPREĐENJA INTELEKTUALNOG 

KAPITALA ......................................................................................................................... 22 


PROJECT MANAGEMENT IN DIGITAL ECONOMY ................................................... 24 

Dragana Milin, Slobodan Morača, Jasmina Arsenijević 

SAMOEVALUACIJA U VISOKOM ŠKOLSTVU SA ASPEKTA ISHODA UČENJA ... 25 

Lidija Miškeljin, Jasmina Arsenijević, Vesna Srdić 

COMPATIBILITY OF MEDIA STUDENT'S ATTITUDES WITH THE PRINCIPLES OF 

MULTIMEDIA LITERACY ............................................................................................... 27 

Mladen Mutavdžić, Ljiljana Lj. Bulatović, Stevan Pecić 

LJUDSKI KAPITAL: KAPITAL PROMENE: STRAH ..................................................... 29 

Leposava Grubić Nešić, Slađana Čabrilo, Sanja Vranješ 

UTICAJ MAKROEKONOMSKIH I SOCIJALNIH FAKTORA NA DIGITALIZACIJU 

TV SIGNALA U SRBIJI – PRVI TALAS SVETSKE EKONOMSKE KRIZE ................. 30 

Maja Paunović, Lidija Barjaktarović, Tamara Kliček 

ELECTRONIC LEARNING ACCESSIBLE TO ALL ....................................................... 32 

Jelena Portner Pavićević, Valerija Večei – Funda 

PROBLEMI ZAKONSKE ZAŠTITE AUTORSKIH PRAVA DIGITALNIH SADRŽAJA 

............................................................................................................................................. 34 

Zoran Savić 

INTELIGENTNI PEDAGOŠKI AGENTI U OBRAZOVNOM RAČUNARSKOM 

SOFTVERU ......................................................................................................................... 35 

Jovan Savičić 

KAKO UČENICI MLAĐIH RAZREDA OSNOVNE ŠKOLE RAZUMEJU INTERNET I 

KAKO GA KORISTE ......................................................................................................... 36 

Gordana Stepić 

ULOGA DRUŠTVENIH MREŽA U EVALUACIJI BIBLIOTEČKIH USLUGA ............ 37 

Gordana Stokić Simončić ................................................................................................ 37 

Vesna Vuksan ................................................................................................................. 37 

THE USE OF DIGITAL – INTERACTIVE WHITEBOARD IN WORK WITH 

CHILDREN WITH DIFFICULTIES .................................................................................. 38 

Vojislav Todorović 

DIGITALNA PREDIZBORNA KAMPANJA SRBIJA 2012 ............................................. 40 

Dubravka Valić Nedeljković 

INFORMACIONE TEHNOLOGIJE U OBRAZOVANJU KAO REZULTAT 

DIGITALIZACIJE DRUŠTVA ........................................................................................... 41 

Mira Vidaković, Ivan Šćepanović 

DIGITAL MEDIA AND EDUCATION IN COMMUNICATIVE THEORETICAL 

FRAMEWORK ................................................................................................................... 43 

Slobodan Vuletić, Vojislav Todorović 

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PROLEGOMENA ZA KRITIČKU PEDAGOGIJU MEDIJA ........................................... 44 

Željko Vučković, Milica Andevski 

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DIGITALNE MEDIJSKE TEHNOLOGIJE I DRUŠTVENO OBRAZOVNE 

PROMENE – SA ASPEKTA TELEVIZIJSKIH NOVINARA 

DIGITAL MEDIA TECHNOLOGY AND SOCIAL AND EDUCATIONAL 

CHANGE - FROM ASPECT OF TELEVISION JOURNALISTS 

DANICA AĆIMOVIĆ 

Fakultet za menadžment, Sremski Karlovci 

Rezime: Od svih mas-medija, televizija u najvećoj mogućoj meri zavisi od promena i 

uvođenja novih tehnologija. Jednostavno, nastanak i funkcionisanje ovog medija uslovljen 

je izumima prirodnih nauka (fizike, elektrotehnike, elektronike) dok sadržajni koncept sledi 

razvojni put društvenih nauka (filmologija, mediologija, komunikologija). Novinari u 

televiziji poznaju osnovne principe rada novih tehnologija, jer kao stvaraoci medijskog 

sadržaja svakodnevno prolaze procese snimanja i montaže. To znači da vladaju teorijom i 

metodama transponovanja misaonog procesa u cilju vizuelizacije svojih poruka. U takvim 

okolnostima se proces digitalizacije elektronskih medija javio, još pre deset godina, kao 

nov način razmišljanju i kao nov pristup audio-vizuelnom komuniciranju. Na toj liniji 

razdvajanja se prelomio analogni svet i sav dosadašnji memorijski koncept, usledile su 

značajne društveno-obrazovne promene. U kontekstu takvoga preobražaja, poseban 

akcenat je na pitanjima neophodnog nivoa obaveštenosti televizijskih novinara u javnom 

servisu, od kojih se očekuje da edukuju masovnu populaciju. ŠTA, KOLIKO i ZAŠTO to 

novinari moraju da znaju Ovaj rad donosi fundamentalna pojmovna razjašnjenja, vezana 

za pripadajuće medijske tehnologije, sa kojima se susreću televizijski novinari u svom 

poslu. Cilj je da se ukaže na značajne promene koje tehnička dostignuća, u oblasti TV 

medija, iniciraju u pogledu promene svesti, promene gledišta i kao podstrek društvenom 

napretku. 

Ključne reči: televizija, elektronika, snimanje, montaža, analogno, digitalno, 

digitalizacija. 

Abstract: Out of all mass media, television is the one most dependable on changes and 

introduction of new technologies. Simply, the establishment and functioning of the media is 

conditioned by inventions of science (physics, electrical engineering, electronics) while the 

content concept follows the development path of social sciences (filmology, mediology, 

communicology). Television journalists are familiar with the basic principles of the new 

technology, because as creators of media content they daily go through process of 

recording and editing. This means that they know the theory and methods for transposing 

thought process in order to visualize their messages In such circumstances, ten years ago, 

emerged the process of digitization of electronic media, as a new way of thinking and a new 

approach to audio-visual communication. That was a breaking point for analog world and 

all previous memory concepts and was followed by significant social and educational 

changes. In the context of such a transformation, the special emphasis is on the issues of 

the necessary level of awareness of television journalists in the public service, who are 

expected to educate the mass population. WHAT, HOW MUCH and WHY journalists need 

to know This paper presents a fundamental conceptual clarification related to the 

associated media technologies found in work of television journalists. The aim is to 

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highlight the significant changes that technical progress in the field of TV media initiate in 

terms of awareness, change of attitudes and as an incentive of social progress. 

Keywords: television, electronics, recording, editing, analogue, digital, digitalization. 

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MEDIA EDUCATION IN THE DISCOURSE OF CULTURAL STUDIES 

MILICA ANDEVSKI 

Faculty of Philosophy, Novi Sad 

ŽELJKO VUČKOVIĆ 

Pedagogical Faculty, Sombor 

IVAN ŠĆEPANOVIĆ 

Faculty of management, Sremski Karlovci 

Abstract: This appendix does not claim to represent the scientific concept of media 

pedagogy for what is needed much more detailed analysis. The aim is to develop the 

starting point in which center are media messages that can be understood as text. It is 

particularly important concept of "literacy" that on one hand has a positive connotation, 

but on the other, in its original meaning, is too narrow and refers to the linguistic context. 

"Cultural Studies" in their analysis can demonstrate the fertility of the expanded notion of 

text that overcomes the rivalry of language and images and that in the literary culture finds 

creativity and imagination that are present on the adoption of texts. 

Acting in a semiological structured reality, excludes in its consistency, simple pedagogical 

solutions. It is always difficult to determine, on the basis of said, an initial non-media 

reality as primary experience. This, at first untouched world of primary experience, is in 

fact constituted semiological world that can be deciphered in its codes. 

We assume that for media education is necessary a determined educational activity so that 

the media knowledge and skills, which were randomly acquired in everyday life, could 

systematize and supplement. It is, on one hand, about creating an understanding of how 

and under what rules data will be generated which includes knowledge of computer 

science. Whenever it comes to issues where data become information and how the meaning 

is attributed to them and how they pass to the practical knowledge, we are moving in the 

direction of "semantics" or "pragmatics" of media education. There also will be made 

questions about media messages, construction of semantics of media education which 

specifically continues to the discussion of the "expanded concept of text" as well as to 

works on the theme "Cultural Studies". 

Keywords: media education, media pedagogy, Cultural Studies, semantics and pragmatics 

of media education 

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KEY TOPICS IN DEBATE ON DISTANCE EDUCATION 

JASMINA ARSENIJEVIĆ 

Faculty of Pre-School Teacher Training in Kikinda 


Faculty of Phylosophy, Novi Sad 

DRAGANA MILIN 

Faculty of Technical Sciences, Novi Sad 

Abstract: Although tremendous growth and development of e-education is evident, together 

with increasing enthusiasm of educational institutions to provide these types of services and 

a growing interest for this type of education, in recent years there is also a concearn about 

its ethical aspects, despite all seemingly positive aspects of e-education. 

Change of the very nature of the educational process in distance education/learning also 

brings new ethical dilemmas. They are primarily reflected on two areas: learning outcomes 

(quality of education) and learning process, and more detailed on: ethics in teacher-student 

relation, ethics on the Internet (given that e-learning is supported by Internet and web 

services), ethics in using electronic resources (plagiarism), ethics in (mis)use of electronic 

data, ethical behavior in exams and so on. 

Given the dramatic expansion in recent years, e-education gets a large share of the total 

education market, but it is still not there long enough to be able to implement long-term 

analysis and formulate precise conclusions about its socio-economic impact on society as a 

whole. Many ethical issues are still unanswered. This paper summarizes theorists and 

practitioners dilemmas on distance education from an ethical standpoint, and raises new 

ethical questions that have not yet been considered 1 . 

Key words: e-education, e-learning, Internet, digital media, ethics, dilemma, higher 

education. 

1 This paper is the result of research project no. 47020 "Digital media technologies and 

social and educational changes" in the project cycle between 2011. and 2014. funded by the 

Ministry of Education and Science of Serbia. 

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VEZA ORGANIZACIONE KULTURE I NIVOA MOTIVA POSTIGNUĆA U RTV 

VOJVODINE – OKVIR ZA ISTRAŽIVANJE 

THE CONNECTION BETWEEN ORGANIZATIONAL CULTURE AND 

ACHIEVEMENT MOTIVE LEVELS IN RADIO TELEVISION OF VOJVODINA – 

RESEARCH FRAMEWORK 

OLJA ARSENIJEVIĆ 


LJILJANA LJ. BULATOVIĆ 


GORAN BULATOVIĆ 


Rezime: Cilj ovog rada je postavka okvira istraživanja kojim ćemo proučavati uticaj 

dominantno prisutne organizacione kulture, kao i njenih subkultura na nivo motiva 

postignuća zaposlenih u RTV Vojvodine. Autori se bave teorijskim okvirom i metodološkim 

postavkama planiranog istraživanja. Istraživanje ima za cilj da dijagnostikuje dominantnu 

organizacionu kulturu u RTV Vojvodine, prisutne subkulture, da ustanovi nivo motiva 

postignuća zaposenih u RTV Vojvodine, definiše stepen povezanosti organizacione kulture i 

nivoa motiva postignuća. Istraživanje će se sastojati iz dva dela, a koristićemo dva 

specijalizovana upitnika. 

U ovom radu autori će definisati pojam organizacione kulture, baviće se njenim nastankom 

i razvojem. Pažnja autora biće usmerena i na definisanje motiva postignuća. Nadalje, 

autori će se osvrnuti na dosadašnja istraživanja istog ili sličnog tipa. 

Postavićemo predmet, problem, ciljeve i zadatke istraživanja, kao i hipotetički okvir. 

Opisaćemo istraživački korpus i dati detaljan opis planiranog istraživanja, sa očekivanim 

rezultatima. 

Primenu ovog istraživanja autori vide u radu menadžmenta RTV Vojvodine, koji dobijene 

rezultate može da iskoristi za razvoj performansi rada zaposlenih sa ciljem povećanja 

njihovog učinka, odnosno za rad na razvoju zadovoljstva auditorijuma i citiranosti 

informativnog programa kuće. 

Ključne reči: organizaciona kultura, motivacija, motiv postignuća, menadžment ljudskih 

resursa, 

Abstract: The aim of this paper is to create the base for research which will examine the 

influence of dominant organizational culture and its subcultures on the level of employees’ 

achievement motivation in Radio Television of Vojvodina. The authors deal with the 

theoretical and methodological framework of the research. The aim of the research is to 

identify the dominant organizational culture in Radio Television of Vojvodina and 

subcultures. Moreover, the purpose of the paper is to identify the degree of the connection 

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etween organizational culture and achievement motive levels. The study consists of two 

parts, and two specialized questionnaires have been used. 

The authors have defined the concept of organizational culture and its beginnings and 

development have been explained. Furthermore, they have defined the achievement motive 

and they have analysed current research in this field. 

The subject, problem, goals of the research, as well as hypothetical framework have been 

established. A detailed description of the research and expected results has been 

presented. 

This research can be applied in the work of radio Television of Vojvodina management. 

The results can be used in order to increase the employees’ performance. Thus, the 

audience satisfaction and the quotation of the informative programme are going to 

increase. 

Keywords: organizational culture, motivation, achievement motivation, human resource 

management. 

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MULTIMEDIJALNA PISMENOST - JEDAN OD IZAZOVA DIGITALNOG 

DRUŠTVA 

MULTIMEDIA LITERACY - ONE OF THE CHALLENGES OF THE DIGITAL 

SOCIETY 

MOMČILO BAJAC 


IVAN ŠĆEEPANOVIĆ 


VESNA ŠĆEPANOVIĆ 


Rezime: Poslednja tehnološka revolucija ili digitalna revolucija omogućila je 

konvergenciju medija ka novom mestu susreta pošiljalaca i primalaca informacija, a to je 

Internet. Promena paradigme u komuniciranju zahteva promene u svi oblastima života – 

biznis, obrazovanje, nauka, umetnost, itd. Digitalizacijom poruke po prvi put u istoriji 

komuniciranja u jednu poruku možemo da integrišemo sliku, zvuk, tekst i da u jednom 

virtuelnom prostoru uspostavimo interaktivno, multimedijalnu i multilateralnu 

komunikaciju. To sa druge strane omogućava aktivno učenje koje podrazumeva traganje za 

informacijom, selekciju informacija i izgradnji novih saznajnih struktura. Tako 

struktuirano znanje stečeno ličnim kognitivnim angažmanom ostaje trajno vlasništvo onoga 

koji uči. 

Ključne reči: Digitalizacija, Multimedija komunikacija, učenje 

Abstract: The last technological revolution - the digital revolution has enabled the 

convergence toward senders and recipients of information new meeting place - the Internet. 

A communication paradigm shift requires changes in all life areas - business, education, 

science, art, etc. Digital message, for the first time in the history of communication, in a 

single file can integrate image, sound, text. Virtual space establish an interactive, 

multimedia and multilateral communication. This enables active learning which involves 

information searching, the information selection and new cognitive structures building 

process. That structured knowledge achieved by personal cognitive engagement remains 

the learner permanent property. 

Keywords: Digitization, Multimedia, Communication, Learning 

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MEDIJSKA EDUKACIJA ZA RAD U KRIZNIM SITUACIJAMA 

MEDIA EDUCATION FOR WORK IN CRISIS SITUATIONS 

VLADIMIR BAROVIĆ 

Filozofski fakultet, Novi Sad 

VLADIMIR MARKOVIĆ 

Prirodno-matematički fakultet, Novi Sad 

VIRĐINIJA POPOVIĆ 


Rezime: U radu definišemo krizu, rizik i krizne situacije sa akcentovanjem uloge medija u 

različitim oblicima kriza. Smatramo da su novinari nedovoljno pripremljeni za izveštavanje 

u krizama i zato smo izneli oblike edukacije za rad u tim specifičnim okolnostima. Izložili 

smo oblike angažovanja medija, kao i sistem rada deska u vanrednim okolnostima i 

situaciji izmene programske šeme. Naveli smo primere iz prakse i na osnovu svih izloženih 

elemenata izneli stav po pitanju perspektiva za izveštavanje medija sa kriznih situacija 

visokog rizika. Na kraju smo izneli preporuke za aktivniji pristup lokalnih medija koji treba 

da budu osnova rada na kriznim situacijama. 

Ključne reči: mediji, edukacija, medijske perspektive, novinari, krizne situacije. 

Abstract:This paper defines crisis, risk and crisis situations, and as a part of them, in the 

stressed role of media in different forms of crisis. We think that the journalists are not 

prepared enough for reporting in crisis, thus we presented the types of education for 

working in such specific circumstances. We presented forms of media engagement, as well 

as the system how newsroom should function during the state of emergency and the change 

in the programming schedules. We listed some examples from the practice, and based on 

the elements given, we gave our opinion on perspectives in media reporting as high-risk 

crisis situations. At the end, we made recommendations for more active approach of local 

media, which should be the base for reporting in crisis situations. 

Key words: media, education, media perspectives, journalists, crisis situations. 

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DIGITALIZATION AND CONTEMPORARY ISSUES OF MEDIA ETHICS IN 

REPORTING IN CRISIS SITUATIONS 

VLADIMIR BAROVIĆ 


DEJAN PRALICA 


Abstract: This paper remarks that the digitalization and large-scale commercialism of 

electronic and printed media leads to uncompromising struggle for market, in which many 

of ethical codes are being violated. Such situation arises in all fields of work in media, but 

particularly extreme cases are noticeable in crises which often lower the ethical criteria of 

acceptable photographs, recordings and the follow-up texts that are being released in 

media. In this paper, based on analysis of digitalization contents in media we discuss 

whether it is necessary to include new normative in present ethical codes, which would 

sanction the extreme examples of ethics violation. In the end, we accomplished connection 

between the need for bigger popularity/numerous edition in digitalization era and 

cherishing the dignity of contemporary moral subject whose existence is jeopardized in 

ruthless media commercialism. 

Key words: digitalization, crises, ethics, media, normative, journalism, codes. 

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INTEGRACIJA RAČUNARA U NASTAVNI PROCES PRIRODE I DRUŠTVA – 

MOGUĆNOSTI I OGRANIČENJA 2 

INTEGRATION OF COMPUTERS IN PRIMARY SCIENCE TEACHING 

PROCESS -POSSIBILITIES AND LIMITATIONS 

NATAŠA BRANKOVIĆ 

Pedagoški fakultet, Sombor 

SVETLANA KOSTOVIĆ 


Rezime: U radu su analizirane mogućnosti i ograničenja učenja uz pomoć računara u 

nastavi prirode i društva kako bi se ukazalo na opreznost primene novih informacionih 

tehnologija u obrazovnom kontekstu. Specifičnost programskih sadržaja nastave prirode i 

društva, neophodnost direktnog dodira sa prirodnim i društvenim pojavama, potreba 

primene istraživačkog učenja i podizanja frekvencije primene kooperativnih oblika rada 

postavlja pred učitelja visoke zahteve za organizacijom nastave i menadžmentom 

obrazovnog procesa prirode i društva. Iz tog razloga su u radu date preporuke za takvu 

organizaciju, zasnovane na poukama dosadašnjih istraživanja, kao i na ličnom empirijskom 

iskustvu. 

Ključn ereči: Nastava uz pomoć računara, nastava prirode i društva. 

Abstract: This paper analyzes the possibilities and limitations of computer-assisted 

learning in primary science teaching in order to show the prudence of applying new 

information technologies in the educational context. The specific curriculum of primary 

science need for direct contact with the natural and social phenomena, need to apply 

research learning and raisingt he frequency of application of cooperative forms of work 

before the teacher sets high requirements for the organization of teaching and educational 

management processes of primary science teaching. For that reason,the paper gives 

recommendations for organization, based on the lessons of previous research, as well as a 

personal on empirical experience. 

Keywords: computer-assistedteaching, the primary science teaching. 

2 Rad je nastao kao rezultat rada na projektu,,Digitalne medijske tehnologije i društvenoobrazovne 

promene”, broj 47020 (2011-2014) čiju realizaciju finansira Ministarstvo za 

nauku i tehnološki razvoj RS. 

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UPOTREBA SAVREMENE MEDIJSKE TEHNOLOGIJE U CILJU 

OBEZBEĐENJA KVALITETA VISOKOG OBRAZOVANJA 3 

THE USE OF MODERN MEDIA TECHNOLOGY AS THE QUALITY 

ASSURANCE OF HIGHER EDUCATION 

OLIVERA GAJIĆ 

Filozofski fakultet Univerzitet u Novom Sadu 

BILJANA LUNGULOV 

Filozofski fakultet Univerzitet u Novom Sadu 

Rezime: Kada govorimo o visokom obrazovanju u današnjem kontekstu koje odlikuju 

reforme i razvoj, kada ga pokušamo definisati i odrediti u svetlu aktuelnih društvenih 

promena, ne možemo zanemariti ili isključiti efekte tehnologije i medija na čitavo društvo, 

a time i na područje visokog obrazovanja. U situaciji takvog razvoja, potpuno je realno 

očekivati da savremene tehnologije preuzimaju veliku ulogu u realizaciji obrazovnih ciljeva 

i postaju činilac koji prožima i povezuje svaki aspekt obrazovanja. Stoga u današnje vreme 

ne možemo zamisliti kvalitetno i konkuretno obazovanje koje nudi studentima potrebna 

znanja i kompetencije za život u 21. veku, a da pri tome u takvo obrazovanje ne uključimo 

savremenu tehnologiju i nove medije. 

U poslednje vreme se dosta govori o značaju i kvalitetu visokog obrazovanja, o aktuelnim 

reformama, deklaracijama i konvencijama, koje sve imaju za cilj da visoko obrazovanje 

postave u centar društvenog napretka. Stoga u radu posebne aspekte posvećujemo 

rasvetljavanju upotrebe savremenih medijskih tehnologija, usluga koje se pružaju 

studentima, nastavnih metoda i sredstava koji se upotrebljavaju, što sve ima za cilj 

ukazivanje na njihov veliki uticaj na obezbeđenje kvaliteta obrazovanja. 

Ključne reči: tehnologija, novi mediji, visoko obrazovanje, kvalitet, nastava. 

Abstract: When the higher education is discussed in the current context, which is 

characterized by reforms and development, when it tends to be defined and determined in 

light of current social changes, it is not possible to ignore or exclude the effects of 

technology and media on the entire society, including the area of higher education. In the 

situation of such development, it is reasonable to expect from modern technologies to take 

over a major role in the implementation of educational objectives, as well as to become a 

factor that permeates and connects every aspect of education. Therefore, today it is not 

possible to imagine a qualitative and competitive education which offers to students all 

3 Rad je nastao kao deo istraživanja na projektu DIGITALNE MEDIJSKE TEHNOLOGIJE 

I DRUŠTVENO OBRAZOVNE PROMENE, a posebno u okviru podprojekta pod nazivom 

DRUŠTVENI I OBRAZOVNI ASPEKTI UPOTREBE DIGITALNIH MEDIJSKIH 

TEHNOLOGIJA koji se realizuje na Filozofskom fakultetu u Novom Sadu i finansiran je 

od strane Ministarstva za prosvetu i nauku Republike Srbije (2011-2014). 

14

necessary knowledge and competencies for the life in the 21st century, without including 

modern technologies and new media in such education. 

Recently, there are many discussions on the importance and quality of higher education, 

the current reforms, declarations and conventions, all of which aim to put higher education 

at the center of the social progress. Therefore, the paper specially emphasizes specific 

aspects which enlighten the use of modern media technologies, services provided to 

students, applied teaching methods and resources, which aim is to point to their major 

impact on the provision of the quality education. 

Key words: technology, new media, higher education quality, teaching. 

15

PITANJE AUTORSTVA U DIGITALNIM ŽANROVIMA 

THE QUESTION OF AUTHORSHIP IN DIGITAL GENRES 

JELENA KLEUT 

Odsek za medijske studije, Filozofski fakultet, Univerzitet u Novom Sadu 

Rezime: Ovaj rad zasnovan je na široj definiciji žanra, ne kao tipične matrice forme i 

sadržaja, već žanra kao vrste društvenog delovanja, koje ima određene društvene ciljeve. 

Kako autori primećuju, u okruženju novih medija pitanja pošiljalaca i primalaca postaje 

veoma relevantno pošto proizvodnja žanrova i njihova reprodukcija postaje sve fluidnija i 

umreženija. Stabilnost prethodnih žanrova je, makar delimično, obezbeđena autoritetom 

proizvođača koji, stvarajući određeni žanr, legitimiše njegovu društvenu svrhu i stabilizuje 

značenja unutar žanra za nameravane primaoce. Kako uloga autora postaje disperzovana 

u mrežnom ko-stvaranju, između nameravanog delovanja i ostvarenog delovanje, koje je 

problematično i u nekim tradicionalnim žanrovima, pojavljuju se velike razlike. Mogu se 

uočiti dva paralelna, čak i sučeljena procesa. Sa jedne strane, obezbeđivanje stabilnosti u 

komuniciranju ostvaruje se sve većim oslanjanjem na žanr. Sa druge strane, korisnici 

odbacuju ponuđene putanje i u individualnim i kolektivnim promenama nastaju nove 

žanrovske ekologije. 

Ključne reči: novi mediji, digitalni žanr, autorstvo, ko-kreiranje 

Abstract: This paper starts from the broader view of the genre, not as a typical formcontent 

matrix, but as type of social action, intended for specific social purposes. As 

already noticed by the scholars, in new media environment the question of senders and 

receivers becomes highly relevant, as the production and re-production of genres becomes 

ever more fluid and networked. The stability of previous genres is, at least in part, achieved 

by the authority of the producer who, by enacting a genre, legitimizes its social purposes 

and stabilizes the meanings within the genre for the intended recipients. As the function of 

author becomes dispersed in networked co-creation, action intended and action achieved – 

already problematic in some traditional genres – become highly divergent. Two parallel or 

even competing processes can be identified. On one hand, the burden of providing stability 

in communication is being met by increased reliance on genre. On the other hand, users 

are resisting the paths that are offered and, in individual and collective repurposing, new 

genre ecologies emerge. 

Key words: new media, digital genre, authorship, co-creation 

16

ULOGA MEDIJA U PREDIZBORNOJ KAMPANJI 

THE ROLE OF MEDIA IN ELECTION CAMPAIGNS 

ANA LAKATOŠ 


ANDREA BORŠOŠ 


Rezime: Danas je skoro nemoguće zamisliti predizbornu kampanju bez uloge medija i 

njenih tehnoloških svojstava koja svojoj publici prenose neophodne informacije, utiču na 

njih, kreiraju njihovu svest i pomažu im da se opredele na izborima za određenu političku 

partiju. Postavlja se pitanje da li je uopšte i moguće pričati o medijima koji zauzimaju, ili 

bi bar trebalo, nepristrasan stav prema političkim strankama, koje bi objektivno 

informisale i predstavljale kandidate. Mediji prolaze različita iskušenja, ali im je uloga i 

dalje presudna u informisanju o napretku izbornih kampanja. Ipak, često su vidljivi 

politički, a naročito finansijski uticaji što dovodi do poremećaja ravnoteže medijskog 

izveštavanja. Danas, moderni čovek je konstantno bombardovan informacijama putem 

štampanih ili digitalnih medija, a ovaj napad informacija posebno je izražen u vreme 

predizborne kampanje. Ono što je lako primetiti jeste da se dnevna politika polako zavlači 

u medije koji su zabavnog ili edukativnog karatkera. Biti informisan, biti politički aktivan, 

danas je od presudnog značaja kako za poslovni tako i privati život.Međutim, velik je slučaj 

zlouptrebe medija, njenog prostora, manipulacije, gde se kreira lažni argument koji 

doprinosi njihovom interesu. Za dobru demokratiju uslov jesu slobodni mediji koji nose 

otisak prirode, karaktera i mogućnosti jednog društva. 

Ključne reči: predizborna kampanja, mediji, politički marketing. 

Abstract: Today it is almost impossible to imagine a campaign without the role of the 

media and its technological features that convey to his audience the necessary information 

which affecting them, create their awareness and help them to decide on the choice for a 

particular political party. The question is whether it is possible to talk about the media 

have, or at least should, unbiased attitude towards political parties, which would 

objectively inform and represent candidates. Media experience various trials, but their role 

remains crucial in informing about the progress of election campaigns. However, they are 

often politically visible, especially financial impacts resulting in an imbalance of media 

coverage. Today, modern man is constantly bombarded by information from printed or 

digital media, and this attack of information is especially evident during the election 

campaign. What is easy to see that daily politics is slowly crawl in the media which is 

entertaining or educational. Be informed, be active politically, has been crucial for the 

business and private life. However, a major case of abuse of the media, its space, 

manipulation, where it creates a false argument that contributes to their interests. Good 

condition for democracy, free media are bearing the imprint of the nature, character and 

features of a society. 

Keywords: election campaigns, media, political marketing. 

17

MEDIA DIGITALIZION AND EDUCATION 

VANJA MALOBABIĆ 

PC Sports and business Center of“Vojvodina“Sports Center“Sajmiste“, Novi Sad 

Abstract: Digital media sets foundations for the creation of a new and different 

environment that suits the needs and habits of contemporary generations of students 

matured at the time of intensive growth of Internet use. Their growing up and intellectual 

development, regardless of different social and cultural environments which they come 

from, are today more than even affected by different technologies, skills of their use and 

individual expectations of students. New generations have new needs. They have grown on 

networked markets and they realize that they can obtain more information, better 

information and more support from each other than any other company of enterprise. 

Activities related to learning increasingly relied on modern achievements and digital 

technology are practically increasingly difficult to structure and determine in advance. 

Activities of independent management and problem-solving are considered to be focus 

point in knowledge acquisition through contemporary learning process. Studies tell us that 

teachers in Serbia mostly have basic knowledge about the use of information and 

communication technologies and that they cannot follow their students their students who 

grow up with digital media. Modern digital media have the most influential carriers, 

sources and knowledge mediators. Therefore, we believe that digital literacy of teachers 

and students, as well as designing and practicing on digital technologies, is a foundation 

for teaching process and learning without which it is not possible to build educational 

systems and processes in XXI century. 

Keywords: digital media,,intellectual development,new generations. 

18

DIGITALNE TEHNOLOGIJE U POSLOVNOM SVETU - NOVI OBRASCI 

INTERAKCIJE I PROTOKA INFORMACIJA 

DIGITAL TECHNOLOGIES IN THE BUSINESS WORLD - NEW FORMS OF 

INTERACTION AND FLOW OF INFORMATION 

MIA MARIĆ 


JOVAN MANDIĆ 


MLADEN SUBOTIĆ 


Rezime: Prilično je široko prihvaćeno da se razvijeni svet menja iz industrijske ekonomije 

zasnovane na čeliku, rudnicima i teškoj industriji u novu ekonomiju koja se temelji na 

plastici, kompjuterima i internetu. Sa novom tehnologijom dolazi i nova dinamika, nova 

pravila i novi drajveri za uspeh. Uočavamo da je digitalizacija informacija, u kombinaciji 

sa internetom, predstavlja oblik opšte namene tehnologije što je dovelo do ogromnog novog 

niza mogućnosti koje možemo nazvati novom ekonomijom. Nivo interakcije i povezanosti 

između učesnika i ideja se drastično povećava. Gledano na ovakav način, nova ili digitalna 

ekonomija se zasniva na dinamici, a ne statičnosti. Nova ekonomija se više temelji na 

novim aktivnostima i proizvodima, nego na većoj produktivnosti. Ono što je svakako novo 

u novoj ekonomiji je širenje upotrebe interneta, novi oblik povezivanja različitih učesnika 

na tržištu i njihovih ideja. Ogromna količina informacija se može da se kompresuje i 

prenese velikom brzinom . Kvalitet informacija je daleko bolji nego u doba analognog 

prenošenja informacija. Mnogi različiti oblici informacije mogu da se kombinuju, 

stvarajući, multimedijalne dokumenate. Sve ovo su alati koji doprinose stvaranju nove 

ekonomije zasnovane na novim dostignućima u svetu tehnologije. 

Ključne reči: nova ekonomija, internet, tehnologija, informacije. 

Abstract: It's pretty widely accepted that the developed world is changing from an 

industrial economy based on steel, mining and heavy industry in the new economy based on 

plastics, computers and the Internet. With new technology comes new dynamics, new rules 

and new drivers for success. We note that the digitization of information, combined with the 

Internet represents a form of general purpose technologies, which led to a massive new set 

of capabilities that can be called new economy. The level of interaction and connection 

between actors and ideas dramatically increased. Viewed in this way, new or digital 

economy is based on the dynamics, not static. The new economy is based more on new 

activities and products, rather than higher productivity. What is certainly new in the new 

economy is the expansion of Internet use, a new way of connecting the various market 

participants and their ideas. The vast amount of information can be compressed and 

transmitted at very high speed. Information quality is far better than at the age of 

transferring information analogy. Many different types of information can be combined, 

creating, multimedia documents. All these are tools that contribute to creating a new 

economy based on new developments in the world of technology. 

19

Keywords: new economy, internet, technology, information. 

20

OBRAZOVANJE PUTEM MEDIJA 

EDUCATION THROUGH MEDIA 

MIA MARIĆ 


JOVAN MANDIĆ 




Rezime: Razvoj svetske moderne ekonomije zahteva obrazovanu radnu snagu. Poslednjih 

nekoliko godina svedoci smo sve većeg ulaganja u obrazovanje i sve većeg broja studenata. 

Trendovi korišćenja informacija i internet tehnologija u procesu obuke i u procesu učenja 

se znatno razvijaju i zauzimaju značajno mesto u sistemu obrazovanja. Obrazovanje putem 

interneta, se u današnjoj informacionoj eri predstavlja kao najznačajnije okruženje za 

učenje. Takvo okruženje omogućava učenicima i studentima učenje bez ograničenja. 

Obrazovanje putem interneta javlja se kao odgovor na zahtev učenika i studenata za većim 

brojem različitih kurseva. Cilj ovog rada je upravo da prikaže kako nove internet 

tehnologije i mediji utiču na obrazovanje i na koji način. U radu će takođe biti prikazano 

koje su razlike i koristi obrazovanja putem medija u odnosu na tradicionalan način učenja 

u učionicama. U novoj eri brze tehnologije i eri minimalizacije razdaljine korišćenjem 

interneta, svako mora biti stručan i obučen znanjem iz oblasti datih tehnologija i medija 

kako bi preneo svoja znanja i postigao odgovarajuće rezultate. 

Ključne reči: obrazovanje, mediji, internet tehnologije. 

Abstract: The development of the modern global economy requires an educated workforce. 

The last few years have witnessed increasing investment in education and increasing 

student numbers. Trends in use of information and Internet technologies in the process of 

training and learning is much more developed and occupy a significant place in the 

education system. Education using the Internet, in today's informational age is the most 

significant learning environment. Such an environment allows students to learn without 

limits. Education through the Internet occurs in response to the request of students for 

more different courses. The aim of this paper is to show how internet technology and new 

media influence on education and on which way. In the paper will also be shown the 

differences and benefits of education through the media in relation to the traditional way of 

learning in the classroom. In the new era, an era of rapid technology and distance 

minimization over internet, everyone must be trained and skilled with knowledge in the field 

of given technologies and media so they could convey their knowledge and achieve 

appropriate results. 

Keywords: education, media, internet technology. 

21

OBRAZOVANJE I MEDIJI U FUNKCIJI UNAPREĐENJA INTELEKTUALNOG 

KAPITALA 

EDUCATION AND MEDIA AS FACTORS FOR IMPROVEMENT OF 

INTELLECTUAL CAPITAL 

MIA MARIĆ 


JOVAN MANDIĆ 




Rezime: Cilj ovog rada je prikazivanje značaja kontinuiranog obrazovanja i upotrebe 

digitalnih medijskih tehnologija u kontekstu podizanja intelektualnih potencijala individue i 

društva. Intelektualni kapital u najširem smislu predstavlja sva ona znanja, sposobnosti i 

veštine koje ljudi poseduju, i nesumnjivo je jedan od najznačajnijih resursa savremenog 

društva. Obrazovanje shvaćeno kao permanentno usvajanje različitih znanja i sticanje 

veština tokom celoga života, ima ključnu ulogu u podizanju intelektualnog kapitala. Ono ne 

sme prestati sa završetkom formalnog školovanja, već putem kontinuirane formalne i 

neformalne edukacije treba da se nastavi tokom celoga života.U tom procesu, naročitu 

ulogu danas imaju savremeni mediji, prvenstveno digitalne tehnologije, sa kojima sve veći 

broj ljudi dolazi u kontakt i koje pružaju značajne mogućnosti realizacije formalnog i 

neformalnog obrazovanja, a time i unapređenja intelektualnih resursa pojedinca i društva. 

Intelektualni kapital se mora uvećavati, i to ne samo kako bi ljudski potencijal odgovorio 

na savremene zahteve društva,već da bi igrao ulogu nosioca razvoja društva i promena 

savremenog doba, koje se odigravaju velikom brzinom. Međutim, stiče se utisak da se još 

uvek u nedovoljnoj meri uviđa značaj unapređivanja intelektualnog potencijala 

stanovništva zemalja koje prolaze kroz proces tranzicije, iako je upravo za ove zemlje na 

prekretnici razvoja, od posebnog značaja ulaganje u ljudske resurse. 

Ključne reči: obrazovanje, mediji, intelektualni kapital. 

Abstract: The aim of this paper is to present the importance of continuing education and 

use of digital media technologies in the context of raising intellectual potential of 

individuals and society. Intellectual capital in general sense presents the knowledge, skills 

and abilities that people possess, and is undoubtedly one of the most important resource of 

modern society. Education understood as the permanent adoption of the various knowledge 

and skills throughout whole life, plays a key role in raising the intellectual capital. It 

should not stop with the completion of formal schooling, but through continuous formal and 

informal education should continue throughout whole life. In this process, specific 

functions now have a modern media, particularly digital technology, with whome a 

growing number of people coming into contact and which provide significant opportunities 

for the implementation of formal and informal education, thus improving the intellectual 

resources of individuals and society. Intellectual capital must increase, not only to human 

resources responded to the demands of modern society, but to play the role of leader of 

22

social development and changes of modern times, taking place at high speed. However, it 

seems to be still insufficiently recognizes the importance of improving intellectual potential 

of the population in countries undergoing transition, although investment in human 

resources have special importance precisely for those countries at the crossroads of 

development. 

Keywords: education, media, intellectual capital. 

23

PROJECT MANAGEMENT IN DIGITAL ECONOMY 

DRAGANA MILIN 

Faculty of Technical Sciences 

SLOBODAN MORAČA 

Faculty of Technical Sciences 


PreSchool Teacher Training College in Kikinda 

Abstract: Conducting business in the digital economy means using software tools in order 

to enhance an organization’s operations. Today, more and more organizations conduct 

their business activities through projects. The intensity of changes both in the company and 

in the business environment leads to increased scope and complexity of projects. Effective 

and efficient management of such projects is difficult, even impossible, without the support 

of software tools for project management. 

This paper presents a research, which was conducted in Serbia in 2011 with the aim to 

determine whether the software tools for project management are being used, and if they 

are, which are the most frequently used. It was found that over 70% of respondents in their 

work does not use any software tools for project management, although it is clear that by 

not doing so they directly reduce the quality of project management process, which has 

negative effects on the project results 4 . 

4 This paper is the result of research project no. 47020 "Digital media technologies and 

social and educational changes" in the project cycle between 2011. and 2014. funded by the 

Ministry of Education and Science of Serbia. 

24

SAMOEVALUACIJA U VISOKOM ŠKOLSTVU SA ASPEKTA ISHODA UČENJA 

SELF-EVALUATION IN HIGHER EDUCATION FROM THE ASPECT OF 

LEARNING OUTCOMES 

LIDIJA MIŠKELJIN 

Visoka škola strukovnih studija za obrazovanje vaspitača u Kikindi 



VESNA SRDIĆ 


Rezime: Samovrednovanje, kao unutrašnja evaluacija, veoma je efikasan, i u teoriji i 

praksi menadžmenta široko poznat instrument za procenu kvaliteta rada organizacija i 

važan deo povratne sprege koju treba uzeti u obzir prilikom planiranja budućeg rada. 

Samoevaluacija je važan faktor koju sve uspešne obrazovne ustanove širom sveta 

primenjuju u svojim mehanizmima kontrole kvaliteta, a ono u sferi visokog obrazovanja 

postaje imperativ i neophodan uslov za akreditaciju visokoškolskih ustanova, od skoro i u 

Srbiji. Ipak, ona je za sada i dalje nepoznanica i veliki izazov za većinu visokoškolskih 

ustanova u Srbiji, a njeni mehanizmi i procedure još nisu institucionalizovani niti 

standardizovani, te svaka ustanova, na svoj način i u skladu sa svojim kapacitetima, 

pokušava da izađe u susret novim zahtevima koji se pred nju postavljaju. Ono što se za 

sada prepoznaje kao najveći izazov za većinu visokoškolskih ustanova Srbije jeste pravilno 

promišljanje i jasno definisanje ishoda učenja, i njegovo usaglašavanje sa ciljevima i 

sadržajima studijskih programa. 

Ovaj rad nastao je kao proizvod rada autora na trogodišnjem projektu samoevaluacije 

Visoke škole strukovnih studija za obrazovanje vaspitača u Kikindi koji je još uvek u toku, a 

za čije potrebe je razvijena lepeza različitih instrumenata. U radu su prikazani delovi 

instrumenata i metodologija samoevaluacije sa aspekata ciljeva, ishoda i sadržaja učenja 

kao važni pokazatelji efektivnosti i efikasnosti učenja svake obrazovne ustanove i slaba 

tačka većine visokoškolskih ustanova u Srbiji. Osnovni cilj ovog rada, proizašao i 

motivacije autora da sa kolegama podele svoje ideje, jeste obznanjivanje jednog 

potencijalnog metoda samoevaluacije i preduzimanje prvog koraka ka standardizaciji ovog 

procesa 5 . 

Ključne reči: Samoevaluacija, visoko obrazovanje, ishodi učenja, efektivnost, efikasnost, 

kvalitet, učenje. 

Abstract: Self-evaluation, as an internal evaluation, is highly effective, and both in 

management theory and practice a widely known instrument for assessing the quality of 

5 Rad je nastao kao rezultat interdisciplinarnog naučno-istraživačkog projekta br. 47020 

„Digitalne medijske tehnologije i društveno obrazovne promene“ finansiranom od strane 

Ministarstva prosvete i nauke Srbije. 

25

their work and an important part of the feedback to be taken into account when planning 

future work. Self-evaluation is an important factor that all successful educational 

institutions around the world apply in their quality control mechanisms, and that in higher 

education is an imperative and a necessary condition for the accreditation of higher 

education institutions, and lately even in Serbia. However, self-evaluation is currently not 

well known and remains a major challenge for most institutions of higher education in 

Serbia. Its mechanisms and procedures have not been institutionalized or standardized, so 

every institution, in its own way and in accordance with its own capacity, is trying to meet 

new requirements that are before it. What is now considered as the biggest challenge for 

most higher education institutions in Serbia is a proper reflection and a clear definition of 

learning outcomes, and their coordination with the objectives and content of study 

programs. 

This paper is the product of work of a three-year project of self-evaluation of Pre-School 

teacher training College in Kikinda', which is still in progress, and for which a large 

variety of different instruments has been developed. This paper presents the components of 

self-evaluation tools and methodologies in terms of objectives, outcomes and content of 

learning that are important indicators of effectiveness and efficiency of learning of each 

educational institution and the weak point of most higher education institutions in Serbia. 

The main objective of this work, which is a result of the motivation of the authors to share 

their ideas with their colleagues, is announcing a potential method of self-evaluation and 

taking the first steps towards standardization of the process. 

Keywords: Self-evaluation, higher education, learning outcomes, effectiveness, efficiency, 

quality, learning. 

26

COMPATIBILITY OF MEDIA STUDENT'S ATTITUDES WITH THE 

PRINCIPLES OF MULTIMEDIA LITERACY 

MLADEN MUTAVDŽIĆ 


LJILJANA LJ. BULATOVIĆ 


STEVAN PECIĆ 


Rezime: U 21. veku medijske kulture, pet centralnih koncepata i pet ključnih pitanja 

medijske pismenosti, koje je utemeljio Centar za medijsku pismenost (CML), postavljaju se 

kao ''vodeća pitanja'' koja nam pomažu da otkrijemo šta se krije iza medijskih sadržaja koji 

nas svakodnevno okružuju. Cilj je razumeti medijske poruke, otkriti zašto, ko i sa kojim 

ciljem je poslao (multi)medijsku poruku koja je došla baš do nas, da bismo izbegli 

manipulaciju koja nas iščekuje na svakom ćošku današnjice. 

Sprovedeno je istraživanje koje ima za cilj proveru medijske pismenosti kod studenata i 

studentkinja medija u Novom Sadu, kao i proveru postojanja medijskog opismenjavanja 

tokom studija kod ovog uzorka ispitanika. 

Istraživanja su pokazala da ispitani studenti teorijski poznaju osnovne principe medijske 

pismenosti, ali ne u meri da bi mogli pravilno da ih primenjuju. Suština je da svaki 

obrađeni fakultet i studijski program drugačije tretira medijsko opismenjavanje, a razlog 

jesu izlazni profili studenata - u mnogo manjoj meri se o medijima i medijskoj pismenosti 

uči uopšteno. 

Da bismo postajali medijski pismeniji, potrebno je uključiti proces medijskog obrazovanja, 

koje bi trebalo da se uvodi i u osnovne škole, pa makar kao jedan jedini predmet - Medijska 

pismenost. 

Ključne reči: Mediji, Medijska pismenost 

Abstract: In the 21st century media culture, five central concepts and five key questions of 

media literacy, founded by the Center for Media Literacy (CML), are set as „leading“ 

questions that help us discover what hides behind the media content that surround us on 

daily basis. The goal is to understand media messages, find out why, who and to what 

purpose sent (multi) media message that came to us, in order to avoid the manipulation that 

awaits us at every corner today. 

A study that aims to check the media literacy of students of the media in Novi Sad has been 

carried out, as well as the presence of media literacy throughout the study of these 

examinees. 

Research has shown that the tested students know the basic principles of media literacy, 

but they use them “properly” to a lesser extent. In essence, every college and study 

27

analyzed treat the media literacy program differently, the reason being the output 

profiles of students - the media and media literacy are not as much taught in general. 

In order to become more media literate, it is necessary to include the process of media 

education, which should be introduced in primary schools as well, even as a single subject 

-Media Literacy. 

Keywords: Media, Media Literacy 

28

LJUDSKI KAPITAL: KAPITAL PROMENE: STRAH 

HUMAN CAPITAL: CHANGE CAPITAL: FEAR 

LEPOSAVA GRUBIĆ NEŠIĆ 

Fakultet tehničkih nauka, Novi Sad 

SLAĐANA ČABRILO 

Univerzitet Edukons, Fakultet za uslužni biznis, Sremska Kamenica 

SANJA VRANJEŠ 

Sintelon, Novi Sad 

Rezime: Ljudski kapital predstavlja koncept prvenstveno zasnovan na ekonomskim 

kriterijumima, ali koji uvažava i pristup zasnovan na psihološkim, socijalnim i 

kulturološkim kriterijumima. Osnovu ljudskog kapitala čine emocije, koje u najvećoj meri 

određuju procese promena kod čoveka. U radu se analizira jedan specifičan aspect 

ljudskog kapitala vezan za negativnu emociju koju prepoznajemo kao strah. Autori 

postavljaju pitanje čemu tačno služi strah u procesu promena, da li je on samo osnova za 

otpore promenama ili ima pokretačku funkciju za pojedinca. Ako se strah može meriti 

vremenom trajanja, ili intenzitetom, ili posledicama koje se prepoznaju u ponašanju, da li 

to znači da je njime moguće upravljati, što je i osnovni zahtev kada je u pitanju ljudski 

kapital 

Ključne reči: ljudski kapital, strah, promene 

Abstract: Human capital is a concept, primarily based on economic criteria, but it also 

recognizes the approach based on the psychological, social and cultural criteria. Base of 

human capital are emotions, which largely determine the processes of change in man. This 

paper deals with one specific aspect of human capital, associated with negative emotion 

that we recognize as fear. The authors raise the question of what is exactly the use of fear 

in a process of change, is it only the base for resistance to change, or a driving function for 

the individual. If fear can be measured with duration, or intensity, or consequences that are 

recognized in the behavior, does that mean that it can actually be controlled, which is the 

basic requirement when it comes to human capital 

Keywords: human capital, change, fear 

29

UTICAJ MAKROEKONOMSKIH I SOCIJALNIH FAKTORA NA 

DIGITALIZACIJU TV SIGNALA U SRBIJI – PRVI TALAS SVETSKE 

EKONOMSKE KRIZE 6 

TV SIGNAL DIGITALIZATION IN SERBIA IN TERMS OF MACROECONOMIC 

AND SOCIAL FACTORS – THE FIRST WAVE OF THE WORLD ECONOMIC 

CRISIS 

MAJA PAUNOVIĆ 


LIDIJA BARJAKTAROVIĆ 

Univerzitet Singidunum, Beograd 

TAMARA KLIČEK 


Rezime: U ovom radu se analizira proces digitalizacije medija i trenutna situacija u 

javnom servisu Srbije. Između procesa digitalizacije medija na jednoj i ekonomskog i 

socijalnog razvoja zemlje na drugoj strani postoji tesna i uzajamna veza. Na proces 

digitalizacije medija pored onih tehničkih utiču i brojni ekonomsko-demografski faktori kao 

što su bruto domaći proizvod, monetarna i valutna stabilnost, stopa zaposlenosti, priliv 

stranog kapitala, stepen obrazovanja, nivo kulture stanovništva, starosna struktura 

građana i mnogi drugi fakori. Imajući u vidu nizak životni standard građana, pažnja će u 

radu biti usmerena na planirane troškove države Srbije i finansijske izdatke njenih građana 

u procesu tranzicije digitalnog signala. Pokušaćemo da pojasnimo na koji način i pod 

kojim finansijskim uslovima, javni servis Srbije planira da sprovede proces digitalizacije 

usled negativnih efekata svetske ekonomske krize. 

Ključne reči: digitalizacija medija, javni servis Republike Srbije, svetska ekonomska kriza, 

makroekonomski i socijalni indikatori 

Abstract: The subject of this paper is to analyze a media digitalization and gives an 

overview of current situation in domestic public service. There is a tight relationship 

between media digitalization and economic and social development. Beside technical, 

various economic and demographic factors such as GDP, monetary and currency stability, 

employment rate, the inflow of foreign capital, education and cultural level of the 

population, age structure of population, etc., affect the media digitalization. Having in 

mind the low standard of living in Serbia, the paper will be focused to the expenditures of 

Republic of Serbia (as well as the financial cost of citizens) in the transition process of 

digital signal. Due to the negative effects of the global economic crisis, we will try to clarify 

how and under what financial conditions, the public service of Serbia plans to carry out the 

digitization process. 

6 This paper is an outcome of the research project “Digital media technologies and social-educational 

changes” (Project No III 47020) which is implemented with financial support from the Ministry of 

Education and Science of the Republic of Serbia. 

30

Keywords: media digitalization, public servis of Republic of Srbia, world economic crisis, 

macroeconomic and social indicators 

31

ELECTRONIC LEARNING ACCESSIBLE TO ALL 

JELENA PORTNER PAVIĆEVIĆ 

I. osnovna škola, Varaždin, Hrvatska 

VALERIJA VEČEI – FUNDA 

OŠ Ante Starčevića, Lepoglava, Hrvatska 

Sažetak: Zbog velikih prednosti sve češće se koristi tehnologija u poučavanju i prijenosu 

informacija. Ne postoji jedinstveni termin i definicija koja se koristi za to, ali najčešće se 

upotrebljava elektroničko učenje, online učenje ili učenje potpomognuto 

računalom/internetom. 

Elektroničko učenje podrazumijeva da je onaj koji uči udaljen od voditelja ili predavača, 

da koristi neki oblik tehnologije (najčešće računalo) kako bi imao pristup nastavnim 

materijalima, da koristi tehnologiju kako bi komunicirao s voditeljem ili predavačem i 

drugima koji uče te da mu je pružen neki oblik potpore. 

Strateška je odluka onog koji poučava (i/ili dizajnira) i institucije koja nudi elektroničko 

učenje osiguravanje pristupa obrazovnim materijalima i nastavi. Neophodna je 

tehnologija, ali i svijest o važnosti pristupačnosti nastavnog materijala svima bez obzira na 

moguća ograničenja. 

Pomoćna tehnologija je tehnologija namjenjena je osobama s raznim vrstama invaliditeta 

kao i osobama starije životne dobi. Pomaže prevladavanju motoričkih, senzornih i 

kognitivnih ograničenja te ravnopravnom participiranju u aktivnostima obrazovnog 

procesa. Primjeri su prilagođene tipkovnice ili miš za osobe s motoričkim oštećenjima. 

Osim prilagođenog hardvera, univerzalni dizajn obrazovnog materijala i informacijska 

pristupačnost odgovara na potrebe, kako ciljane skupine tako i svih ostalih korisnika. 

Ključne riječi: elektroničko učenje, pomoćne tehnologije, pristupačnost 

Summary: Use of technology in teaching and transfer os information is more frequent due 

to it's great advantage. There is no single definition for mentioned technology, but most 

commonly used are e-learning, online learning and computer-aided learning / internet. 

Electronic learning implies that a learner is separated from the tutor or instructor and 

using some form of electronic technology (usually a computer) to access the learning 

materials, to communicate with the tutor or instructor and other learners and to receive 

some form of support through the same technology. 

Providing the access to educational materials and teaching is strategic decision of the one 

who teaches (and/or designs software) and institution that offers e-learning. Except 

technology, the awareness of the importance of accessibility of teaching materials to all 

without regard to possible limitations is important as well. 

32

Assistive technology is a technology designed for people with various types of disabilities 

and the elderly. It helps overcome the motor, sensory and cognitive limitations and equal 

participation in the activities of the educational process. Examples are adapted keyboard 

or mouse for people with motor impairments. 

In addition to custom hardware, universal design of educational materials and information 

accessibility responds to the need to target groups and all other users. 

Keywords: e-learning, assistive technology, accessibility 

33

PROBLEMI ZAKONSKE ZAŠTITE AUTORSKIH PRAVA DIGITALNIH 

SADRŽAJA 

LEGAL ASPECTS OF DIGITAL RIGHTS PROTECTION 

ZORAN SAVIĆ 


Rezime: Razvoj informatičke industrije i Interneta doneo je neke nove pristupe i nove 

poglede na problematiku zaštite autorskih prava. U poslednjih godinu dana svedoci smo 

ekspanzije zakonske regulative vezane za intelektualnu svojinu, koja je naišla na velike 

(negativne) reakcije javnosti. U radu je data analiza nekih zakonskih rešenja, kao i stavova 

zagovornika i protivnika tih rešenja, sa tehničkog, ekonomskog i etičkog aspekta. 

Abstract: The development of the informatics industry and the internet has brought new 

approaches and new views on the problems of copyrights protection. In the last year we are 

witnessing the expansion of law regulations regarding intelectual property, which received 

a very large (negative) public reaction. In this paper an analysis of some legal solutions is 

given, as well as some opinions of both advocates and adversaries of these solutions, from 

a technical, economic and ethical point of view. 

34

INTELIGENTNI PEDAGOŠKI AGENTI U OBRAZOVNOM RAČUNARSKOM 

SOFTVERU 

INTELLIGENT AGENTS IN TEACHING EDUCATIONAL SOFTWARE 

JOVAN SAVIČIĆ 


Rezime: Jedno od osnovnih pitanja u pedagogiji je individualizacija, odnosno 

prilagođavanje nastave za potrebe različitih učenika. Međutim, do sada su e–learning 

sistemi bili više fokusirani na prenos postojećih kurseva sa tradicionalnim metodama 

podučavanja na Web/virtuelna okruženja bez odgovarajuće adaptacije na potrebe učenika. 

Inteligentni agent tehnologija raspolaže potencijalom u pogledu stvaranja inteligentne, 

personalizovane, adaptivne i interaktivne e-learning aplikacije, obezbeđujući 

individualizaciju i bolje efekte učenja. 

Ključne reči: Personalizacija, Agent prošireno virtuelno okruženje, Pedagoški agent, 

Upravljanje 

Abstract: One of the main issues in pedagogy is individualization and adapting instruction 

for different students. However, so far as e-learning systems have been more focused on the 

transfer of existing courses with traditional teaching methods in the Web / virtual 

environments without adequate adaptation to the needs of students. Intelligent agent 

technology has the potential of creating intelligent, personalized, adaptive and interactive 

e-learning applications, providing individualization and more effective learning. 

Keywords: Personalization Agent extended virtual environment, pedagogical agent, 

management 

35

KAKO UČENICI MLAĐIH RAZREDA OSNOVNE ŠKOLE RAZUMEJU 

INTERNET I KAKO GA KORISTE 

HOW DO ELEMENTARY GRADES STUDENTS UNDERSTAND THE INTERNET 

AND HOW IT IS USED 

GORDANA STEPIĆ 

Elementary School „Mihailo Petrović Alas“, Belgrade 

Rezime: U radu se ispituje kako učenici mlađih razreda osnovne škole razumeju Internet, 

gde, kako i u koje svrhe ga koriste. Istraživanje je sprovedeno u OŠ „ Mihailo Petrović 

Alas“ u Beogradu u junu mesecu 2012. godine. U istraživanju su učestvovali učenici prvog, 

drugog, trećeg i četvrtog razreda osnovne škole, ukupno 212 učenika. Podaci su 

prikupljeni anketiranjem učenika. Izvršena je kvantitativna i kvalitativna analiza podataka. 

Dobijeni rezultati pokazuju da većina naših učenika ima pristup Internetu i kod kuće i u 

školi, da postoje uzrasne razlike u razumevanju Interneta, da ga posećuju uglavnom sami, 

sa nekim od članova porodice ili sa drugrarima, da njihovi roditelji znaju šta oni rade na 

Internetu, da nisu doživeli neprijatnost na Internetu i da ga gotovo isključivo koriste za 

igranje igrica. Ovim istraživanjem smo ukazali na potrebu i značaj ispitivanja upotrebe 

Interneta, otvorili nova pitanja u vezi sa ovim problemom i razmotrili kakve imlikacije za 

nastavu može imati korišćenje Interneta u mlađim razredima osnovne škole. 

Ključne reči: Internet, računarske igre, učenici, nastava, Internet veštine 

Abstract: This paper investigates how students of elementary school understand Internet, 

where, how and for what purpose it is used. The research was conducted in elementary 

school "Mihailo Petrović Alas" in Belgrade, in June 2012th year. The study involved 

students of the first, second, third and fourth grade. A total of 212 students completed a 

questionnaire. We carried out the quantitative and qualitative data analysis. The results 

show that most of our students have Internet access at home and at school, that there are 

age differences in understanding of the Internet, they search the Internet mostly alone , with 

a family member or with friends, they did not experienced discomfort on the Internet, their 

parents know what they are doing on the Internet and Internet almost exclusively used for 

playing games. In this study we have emphasized the need and importance of usage of the 

Internet, opened new questions concerning this issue and we discuss what implications this 

might have for teaching in elementary grades. 

Keywords: Internet, computer game, students, teaching, Internet skills 

36

ULOGA DRUŠTVENIH MREŽA U EVALUACIJI BIBLIOTEČKIH USLUGA 

THE ROLE OF SOCIAL NETWORKS IN THE EVALUATION OF LIBRARY 

SERVICES 

GORDANA STOKIĆ SIMONČIĆ 

University of Belgrade, Faculty of Philology, Library and Information Science Department, 

Belgrade, Serbia 

VESNA VUKSAN 

University of Belgrade, University Library “Svetozar Marković”, Belgrade, Serbia 

Rezime: U zemljama sa visoko razvijenom bibliotečko - informacionom delatnošću, 

popularnost i efikasnost društvenih mreža bibliotekarima omogućavaju da ih koriste kao 

glavni medij za interakciju sa korisnicima - kako u vezi sa tradicionalnim tako i u vezi sa 

novim uslugama. Ispitivanjem trendova u sferi korišćenja društvenih medija i osvrtom na 

potencijalne izazove i mogućnosti, ovaj rad analizira trenutnu situaciju u bibliotekama u 

Srbiji u kontekstu uloge društvenih mreža, i to sa naglaskom na evaluaciji bibliotečkih 

usluga. Istraživanje je pokazalo da bibliotekari, premda svesni brojnih prednosti društvenih 

mreža, nisu u poziciji da iskoriste sve prednosti novog medija iz brojnih razloga. U 

istraživanju je korišćeno kompjuterski podržano veb anketiranje (CAWI metod). 

Ključne reči: društvo znanja, biblioteke, izvori, društveni mediji, mreže, web 2.0, 

elektronske usluge, aplikacije, evaluacija, tehnologija, trendovi 

Abstract: In the countries with highly developed library and information system, librarians 

are responding to the popularity and utility of social networking sites by using them as 

central media for interacting with library patrons for traditional and novel services. 

Through an examination of trends in the area of social media usage and a review of the 

potential challenges and opportunities, the paper analyzes the current situation in Serbian 

libraries in terms of the role of social networks with emphasis on the evaluation of library 

services. This analysis has shown that even though the majority of librarians are aware of 

the implications of social networks, they are not able to use them with full capacity due to a 

number of reason. For the survey we used an online research method – computer assisted 

web interviewing (CAWI). 

Keywords: knowledge era, fam, library, resources, social media, network, web 2.0, 

electronic services, applications, evaluation, technology, trends 

37

THE USE OF DIGITAL – INTERACTIVE WHITEBOARD IN WORK WITH 

CHILDREN WITH DIFFICULTIES 

VOJISLAV TODOROVIĆ 

Fakultet za kulturu i medije, Beograd 

Rezime:. Digitalna revolucija , četvrta po redu tehnološka revoluvcija omogućila je brzu 

razmenu i korišćenje informativnog materijala. Digitalni mediji igraju veliku ulogu u 

obrazovanju. Oni se integrišu u proces nastave i utiču na sistem obrazovanja. Jedan od 

glavnih elemenata digitalnih medija u obrazovanju je digitalna –interaktivna tabla. Ona je 

zamena za tradicionalnu tablu. Program digitalne table omogućava upotrebu većine 

postojećih digitalnih medija, odnosno omogućava njihov unos na tablu, kao i laku 

manipulaciju njima na samoj tabli. Ona je kombinacija mogućnosti računara, projektora i 

velikog ekrana koji može da kontroliše računar. Koristi se kao nastavno sredstvo pomoću 

kojeg se u današnje vreme,najbrže uči, 5-7 puta brže, nego klasičnim metodama učenja. 

Digitalna tabla se koristi u svim nastavnim predmetima, za prezentovanje pripremljenih 

sadržaja, emitovanje muzike. Ovakav oblik digitalnih medija pomaže deci ometenoj u 

razvoju pružajući veću mogućnost učenja kroz razvoj: vizuelnih, auditivnih, taktilnokinestetičkih 

percepcija. Kao i na unapređivanje i sticanje novih znanja. Deca 

individualno, uz pomoć nastavnika ili u grupi pristupaju u radu na interaktivnoj usvajanju 

informacija . U osnovnoj školi "Dušan Dugalić" iz Beograda u radu na digitalnoj tabli kroz 

nastavne i vannastavne aktivnostu uključeni su učenici od I do VIII razreda. Ukupan broj 

učenika je 83, 60 dečaka (72,29%) i 23 devojčice (27,71%). Učenici koji pohađaju našu 

školu kategorisani su kao UMO- umerena mentalna ometenost 12 učenika (14,56%), LMOlaka 

mentalna ometenost 9 učenika (10,84%), autizam 40 učenika (48,19%) i višestruka 

ometenost 22 učenika (26,51%). 

Ključne reči: digitalni mediji, digitalna tabla, učenicici sa smetnjama u razvoju 

Abstract: The digital revolution was the fourth technological revolution and it enabled 

quick fusion and use of the informative material. Digital media play an important role in 

education. They integrate in the process of teaching and influence the system of education. 

One of the leading elements of digital media in education is digital – interactive 

whiteboard. It substitutes for the traditional blackboard. The programme of digital 

whiteboard permits the usage of majority of present digital media, which implies their input 

and easy manipulation on the whiteboard. The whiteboard combines the potentials of 

computer, projector and the big screen, which can control the computer. It is used these 

days as a teaching device that enables the fastest learning process, even 5-7 times faster 

than the traditional teaching methods. The digital whiteboard can be used in all school 

subjects for presentation of prepared content or playing music. This form of digital media 

helps the children with disabilities in development by giving them a further possibility to 

learn through expansion of visual, auditory and tactile- kinesthetic perceptions. It also 

affects the improvement of the existing and gaining of new knowledge. Children 

individually, with teacher’s assistance or in a group, work on interactive information 

acquiring. In primary school “Dusan Dugalic” in Belgrade pupils from I to VIII grade are 

included in curricular and extracurricular activities through the digital whiteboard. The 

total number of pupils in school is 83 – 60 boys (72,29%) and 23 girls (27,71%). The 

students who attend our school are divided into the following categories: Moderate mental 

38

etardation – 12 pupils (14, 56%), Mild mental retardation – 9 pupils (10,84%), autism – 

40 pupils (48,19%) and multiple disability – 22 pupils (26,51%). 

Keywords: digital media ,digital whiteboard, pupils with disabilities 

39

DIGITALNA PREDIZBORNA KAMPANJA SRBIJA 2012 

DIGITAL POLITICAL CAMPAIGN: SERBIA 2012 

DUBRAVKA VALIĆ NEDELJKOVIĆ 

Filozofski Fakultet, Novi Sad 

Rezime: Predizborna kampanja 2012. je obeležena i izraženom internetskom ponudom 

raznih sadržaja među kojima su i oni koje su kreirali učesnici u kampanji. 

Nakon Internetske kampanje Baraka Obame koja je u mnogome doprinela njegovoj pobedi 

na izborima za 44. predsednika Sjedinjenih Američkih Država (stupio na dužnost januara 

2009. godine) mnogi političari i strtanke u svetu koristile su taj model kao dopunski u 

sopstvenim predizbornim kampanjama. To je bio slučaj i u proletnjioj kampanji za lokalne, 

pokrajinske, republičke i predsedničke izbore u Srbiji 2012. Cilj istraživanja, čiji rezultati 

su delom predstavljeni i u ovom radu, je bio da se uoči koliko su nove tehnologije 

doprinele društvenim promenama. U ovom slučaju koliko su stranke u Srbiji koristile 

Internet za kampanju i na koji način. Korpus je obuhvatio 11 najznačajnijih stranaka među 

kojima su bile i one koje zastupaju interese nacionalnih manjina, zatim lokalnih i 

pokrajinskih zajednica i naravno velikih partija. Sajtovi stranaka praćeni su tokom aprila 

i prve polovine maja 2012. Rezultati ukazuju na to da stranke nisu dovoljno iskoristile 

mogućnosti digitalne komunikacije u sajber prostorvremenu. 

Ključne reči: predizborna kampanja, Internet, partijski sajtovi, sajber prostorvreme. 

Abstract: Political campaign in 2012 was marked with wide offering of various Internet 

conmtents including those created by the participants of the campaign. After Barack 

Obama's Internet campaign, which has greatly contributed to his winning in the elections 

for the 44th President of the United States (took office in January 2009.) many politicians 

and political parties in the world have used this model as a complementary in their own 

election campaigns. This was also the case in 2012 spring campaign for local, regional, 

republican and presidential elections in Serbia. The aim of the research, whose results are 

partially presented in this paper, was to observe how new technologies have contributed to 

social change. In this case, how much parties in Serbia used the Internet for the campaign 

and how. The corpus consisted of 11 major parties and among them were those 

representing the interests of national minorities, then the local and provincial communities 

and of course the big party. International parties were observed during April and early 

May 2012th. The results indicate that the political parties did not utilize digital 

communications at full scale in cyber space-time. 

Keywords: election campaign, the Internet, political parties’ websites, cyber space-time. 

40

INFORMACIONE TEHNOLOGIJE U OBRAZOVANJU KAO REZULTAT 

DIGITALIZACIJE DRUŠTVA 

INFORMATION TECHNOLOGY IN EDUCATION AS A RESULT OF SOCIAL 

DIGITALIZATION 

MIRA VIDAKOVIĆ 

Fakultet za menadžment, Novi Sad 

IVAN ŠĆEPANOVIĆ 

Fakultet za menadžment, Novi Sad 

Rezime: Iako je obrazovanje do sada bilo fokusirano na tradicionalni sistem školovanja, sa 

razvojem elektronskog učenja taj fokus se premešta na intelektualne potrebe individualnog 

korisnika. Digitalno doba je značajno uticalo na obrazovanje i radikalno je izmenilo 

postojeći proces učenja i podučavanja, sa tendencijom da ga još više izmeni, tako da 

tradicionalni koncept obuke u učionici postupno gubi dominantnu ulogu koju je donedavno 

imao. 

Razvoj i upotreba informaciono-komunikacionih tehnologija transformisali su savremeno 

društvo u „informaciono-digitalno društvo”. Njegova glavna karakteristika je ta što 

informaciono-komunikacione tehnologije igraju najvažniju ulogu kako u proizvodnji, 

ekonomiji i komunikaciji, tako i u svim ostalim sferama života pojedinaca i društva u celini, 

te je njegova implementacija u obrazovne procese neminovna. 

U relativno kratkom vremenskom periodu kompjuterska tehnologija izmenila je način 

učenja i predavanja. Usledio je brz razvoj računara, softvera i pad cena Internet usluga. 

Korišćenje elektronskog učenja omogućuje uštede u vremenu i novcu i mogućnost trenutne 

disperzije novih znanja u praktično prostorno neograničenim uslovima (udaljena mesta, 

druge države, drugi kontinenti). 

U mnogim zemljama već su pokrenute ili se pokreću inicijative koje će označiti revoluciju u 

korišćenju novih tehnologija u školama, a rad upravo analizira pozitivne i negativne 

aspekte primene interneta u obrazovanju . 

Ključne reči: digitalno doba, informacione tehnologije, Internet, obrazovanje, e-učenje. 

Abstract: Although, up until now, education has been traditionally oriented, with 

development of e-learning, focus has slowly shifted to personal needs of individual 

educational subjects. Digital age has significantly influenced educational process and 

radically modified existing learning and teaching processes, with tendency to change it yet 

again, so that traditional concept of classroom methodology slowly loses its dominant role. 

Development and use of information and communication technology have transformed 

contemporary society, creating “digital society”. Main feature of this new era is that 

information and communication technologies play the most important role in production, 

41

economy and communication, as well as in all other aspects of social activity, so its 

implementation in educational process comes as a logical necessity. 

In a relative short period of time, computer technology has altered the process of 

education. E-learning brings efficient and affordable method of momentary dispersion of 

new knowledge through spatially undefined conditions (remote places, different countries, 

other continents). 

Many countries have already initiated or are in the process of bringing upon initiatives that 

will mark the beginning of a revolution of new technologies in schools, and this paper 

examines positive and negative aspects of that revolution and of usage of Internet in 

education. 

Keywords: Digital age, information technology, Internet, education, e-Learning. 

42

DIGITAL MEDIA AND EDUCATION IN COMMUNICATIVE THEORETICAL 

FRAMEWORK 

SLOBODAN VULETIĆ 


VOJISLAV TODOROVIĆ 


Rezime: U radu su kroz prizmu relevantnih teorija o komuniciranju, analizirani pojmovi 

medija i njihova uloga u savremenom obrazovanju. Digitalni mediji su posmatrani u 

komunikološkom teorijskom okviru, uzimajući sve društvene uslove i promene na polju 

komuniciranja, koje se vezuju za obrazovanje u sadašnjosti i perspektivi. Masovni mediji i 

obrazovanje, posmatraju se putem tri sasvim posebna pristupa koji se u našoj akademskoj 

javnosti poistovećuju. Masovni mediji i obrazovanje, posmatraju se putem tri sasvim 

posebna pristupa koji se u našoj akademskoj javnosti poistovećuju. U radu smo se posvetili 

utvrdjivanju razlika izmedju sintagmi:1. medijskog obrazovanja, 2. obrazovanja za 

masmedije i 3. masmedija u obrazovanju. 

Ključne reči: Komunikologija, komuniciranje, mediji, obrazovanje, teorije. 

Abstract: This article presents an effort to, considering the relevant theories of 

communication, analyse different concepts of media and their role in modern education. 

Digital media are observed within the communicative theoretical framework, taking in 

consideration social conditions and changes in the field of communication related to the 

education in terms of present and future perspectives. Mass media and education are 

(being) observed through three distinctive approaches that are often considered identical in 

our academic community. Our research focuses on establishing the differences between the 

phrases 1. Media education, 2. Education for mass media, 3. Mass media in education. 

Keywords: Communicology, communication, media, education, theories 

43

PROLEGOMENA ZA KRITIČKU PEDAGOGIJU MEDIJA 

PROLEGOMENA REGARDING CRITICAL MEDIA PEDAGOGY 

ŽELJKO VUČKOVIĆ 

Pedagoški fakultet Sombor, Filozofski fakultet Novi Sad 



Rezime: Uneskov izveštaj pod naslovom Ka društvu znanja ukazao je na nesklad između 

ogromnih informacionih i obrazovnih potencijala interneta i novih medija i nesposobnosti 

škole da kreativno iskoristi ove potencijale. Veliki broj škola pruža otpor tehnološkim i 

obrazovnim promenama. Tako nastaje ogroman jaz između školskih kurikuluma i onoga što 

mladi ljudi vide i uče u realnom svetu. Redefinisanje obrazovnih ciljeva mora se zasnivati 

na novim tehnološkim i društvenim modelima i vrednostima i potrebama mladih ljudi. Kao 

teorija obrazovanja i kritika medijskog ukusa nova medijska pedagogija može doprineti 

kreiranju nnove medijske kulture i razvoju komunikacione racionalnosti. 

Summary: The report Towards Knowledge Society, which was published by UNESCO , 

reminds about discrepancy between enormous information and education potentials offered 

by Internet and new media, and incapability of schools to creatively use those potentials. A 

great number of schools offer resistance to every radical technological and educational 

change. School sluggishness creates a huge gap between school curricula and things which 

the young people see and learn in a dynamic real world. Redefinition of educational aims 

must accept reality of new technological and social setting, and especially get directed to 

the students' needs and values. Being both educational theory and media taste critique, new 

media pedagogy can contribute to creating a new media culture and improving 

communication rationality. 

44

CIP – Каталогизација у публикацији 

Библиотека Матице српске, Нови Сад 

316.774:37 (048.3) 

KNOWLEDGE, education, media : okrugli sto, 29. septembar 

2012., Sremski Karlovci . – Novi Sad : Fakultet za menadžment, 

2012 (Novi Sad : Scan studio). – 49 str. ; 21 cm 

Rezimei na srp. i engl. jeziku. – Tiraž 50. 

ISBN 978-86-85067-35-8 

а) Образовање – Медији - Апстракти 

COBISS.SR-ID 274096903

Untitled - Fakultet za menadzment Sremski Karlovci

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