Menadžment medija: sadržajni okvir nastavne discipline
Media Management: Contents Framework of Educational Discipline

Summary/Abstract: Firstly, in this work term ‘media management’ is analized as a title for a new course in university studies of professional communicators and other profiles of experts in Serbia. The point at issue is hermeneutical supposition in recognition of media enterprises, i.e. mass media enterprises like specific social (sub)systems in which the subject of mentioned course is positioned. The author rejects semantic justification for using a syntagm ‘media management’ but, at the same time, he accepts its pragmatic usage. Also, the author is determining the contents framework of new academic discipline, which contains three modules: (1) information and communication system as natural environment for operating of (mass)media enterprises; (2) (mass)media enterprise, its features, structure, levels and general functions of management process; (3) characteristics of management process in different types of (mass)media enterprises. The author recognizes following types of (mass)media enterprises: publishing enterprises, enterprises for movie production and distribution, radio and television enterprises, news agencies, Internet providers and media conglomerates, too. Having in mind the importance of management in (mass)media enterprises, and many years proliferation of mass media in Serbia too, the author suggests establishing particular academic and expert studies at first and second university degrees. The main aim is training of professional communicators and, in the future, experts for management in (mass)meda enterprises.

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