Korelacija nove medijske pismenosti i izloženosti medijima – na putu ka medijskoj konvergenciji i diverzifikaciji
Correlation Between New Media Literacy And Media Exposure – Towards Media Convergence And Diversification

Summary/Abstract: The exponential growth of new media and technology has resulted in an increased presence of media in the lives of average individuals: as a source of information and a means of communication, learning, and entertainment. Media exposure therefore becomes an important factor in shaping the modern man; however, this raises the question whether the increased possibility of media consumption also results in the development of man’s media literacy. The aim of this paper is to examine the dependence of new media competencies of the Serbian academic community on their exposure to the media (television, print media, the Internet, and video games). An interesting aspect of this study is that the results of a correlation between new media literacy and media exposure obtained among Serbian academic population do not significantly differ from the results of similar studies in different political, cultural, economic, and social conditions. Therefore, there is the impression that the dilemmas of media competencies and convergent and participatory media cultures reflect the trends and objectives of globalization. The results also explicitly point to the current problem of media diversity, which is posed in theory and materialized in practice, as well as to the fact that the necessary convergence of old and new media for shaping the media-competent individual has not been achieved.

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