Review article
THE MEDIA AS A PLATFORM FOR BUILDING CULTURAL IDENTITY IN SERBIA
Mirjana Kovačević
; Higher School of Communications – VISKOM, Belgrade, Serbia
*
Boban Tomić
; Higher School of Communications – VISKOM, Belgrade, Serbia
* Corresponding author.
Abstract
The premise of the paper is that the media shape and reflect cultural identity, that they can reinforce but also call into question cultural norms, preferences and values, as well as influence the perception of one's own culture and the culture of others. The primary goal of the paper was to investigate the dominant approaches represented in the media in Serbia in the promotion of culture (actors, content, products, values) through regular programmed presentations and other channels of communication, as well as to highlight the role of the media in preserving cultural identity through the process of definition, interpretation and critical analysis. In this sense, the power of action through media is highlighted and the need to upgrade knowledge and awareness of media workers regarding a different approach to the promotion of culture and greater involvement in building the country's cultural identity is emphasized.
Keywords
the media; cultural identity; promotion; globalization.
Hrčak ID:
350196
URI
Publication date:
30.12.2025.
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