Novinarstvo i medijska industrija u Srbiji: borba za očuvanje profesionalizma
Journalism and Media Industry in Serbia: The Struggle to Retain Professionalism

Summary/Abstract: This paper will show how the private media, incurred with a primarily professional goal and mission, deal with the challenges brought on by new technologies. The leaders in this group of media are local newspapers and radio stations, whose future became uncertain under pressure of the global economic crisis, emergence of the Internet and strengthening of gigantic media corporations taking over their public and advertisers. Through the research conducted within the project „Profession on the intersectionjournalism on threshold of information society” (2011-2012), media are analyzed and then grouped on the basis of five indicators indicating their social position, problems they face and the way they respond to change. These indicators relate to their economic situation, relationship to the state, newsroom technological equipment, journalists’ knowledge, and skills in terms of professional standards as well as the work in the new media environment and journalist networking, i.e. types of public interaction and developing relationship toward citizens’ involvement in news creation. These are challenges for the owners of a group of researched media who perceive journalists as the „keepers of democracy” and journalism as a profession with a great social responsibility. Even though most of analyzed media are in tough economic position, their business plans do not turn toward greater commercialization, but rather to diverse forms of cooperation, both among other media and journalists and public. At the end, possible scenarios of their further development are shown, from owner/director perspective based on the in depth interviews done.

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