MEDIJI KAO GENERATORI NOVE EKOLOŠKE PARADI
THE MEDIA AS A GENERATOR OF THE NEW ECOLOGICAL PARADIGMS

Summary/Abstract: Due to the brutal exploitation of natural resources, man found himself on the verge of his own survival. Lately, the media have been increasingly emphasizing in their reports that the only alternative to this is a reasonable civilizational step towards sustainability in all spheres of human existence. This implies radical changes in the way raw materials are managed, produced, distributed and disposed of. The synonym of modern ecological culture is the circular economy, which is an explicit response to the insatiable materialistic greed of modern humanity. The press, radio and television, as well as online media actively monitor and support the implementation and realization of the concept of circular economy in the Western Balkan countries that accepted the so-called "Green Agenda" in 2020 in Sofia, and committed to "reduce the negative impact of the use of fossil fuels", thus making their own contribution to Europe becoming the first "climate-neutral" continent by 2050. The current results of our and many other surveys show a significant increase in media coverage of environmental problems of society, i.e. a stronger interest of journalists in the degradation and devastation of the natural environment in the context of climate change and other environmental problems.

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