Психолошки и демографски корелати коришћења различитих медија
Psychological and Demographic Collerates in the Use of Various Media

Summary/Abstract: Contemporary world has been characterized by development of new media, among other things, and also by creation of a new and different public. The new media have been influencing everyday along with the life of the communities. Along with development of conventional media, there came development of alternative media, too (Internet, before all). One basic characteristic of new media is the convergence between different media agenda and interactivities. In this text author analyzed the variables that could possibly influence the choice of the media to be used as a basic source of information. The question is - could the correlates in the use of different media be defined at all? Is it demographic characteristics (before all, the age, education and income), or certain psychological characteristics of the people in question? Or could it be that the dominant media that is being used for purpose of informing is primarily defined by cultural and social characteristics of the community? In this text the author also analyzed the data on quantitative research on a representative sample consisting of 1.050 citizens of Serbia older than the age of fifteen that had been performed in 2008.

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