MEDIJSKA EKOLOGIJA – HOLISTIČKI PRISTUP PROMJENI INFORMIRANJA
MEDIA ECOLOGY – A HOLISTIC APPROACH TO INFORMATION CHANGE

Summary/Abstract: The text defines media ecology as an approach to observing the media, not only as communication channels, tools and mediators, but as an environment that greatly influences our perceptions, understanding, evaluation, thinking, feeling, communication, interactions and ultimately, behavior, which under the influence of technologies, constantly adapt and become key generators of social and cultural changes. The text attempted to analyze a possible change in the way of collecting, selecting, interpreting and re/presenting and disseminating media information and content, i.e. the dominant editorial practice and media policy that have the possibility, by intentionally and biased focusing or neglecting certain topics, such as in this case environmental topics, encouraged by interests diametrically opposed to the interests of all humanity, to shape perceptions and public opinion. A change that would be determined by a holistic approach, looking at the overall mediatizing effects of everyday life, culture and society in terms of a new axiological system of values. The results of the analysis show that the sampled, represented, environmental topics in Bosnia and Herzegovina are selective, and the disseminated content is incomplete, marginalized and discontinuous, and in most cases identifies environmental problems without proposing possible solutions. A change in information would imply an active understanding and participation of all actors who participate in the processes of environmental communication, and the theory of media ecology plays a key role in the framework of acknowledging media literacy.

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