Da li koncept aktivne medijske publike ukazuje na radikalnu promjenu odnosa moći između proizvođača i potrošača medijskih sadržaja
Does the concept of active media audience shows the radical change of power relations between media content producers and consumers?

Summary/Abstract: As an impact of profound change that has been occurring within the media sphere for a relatively short time, the media audience has been undergoing significant transformations and the way we use media has been altering as well. The tension between the forces of control and resistance – a desire for control and a greater and a more direct influence over the audience, and, on the other hand, the creativity of the audience and the use of hybrid media formats as tools for resistance, or at least, active participation in the production and reproduction of media content –is still relevant and adopts new forms and intensities. Therefore, even though the topic of this essay is not new, I advocate it has not lost its relevance. Moreover, the new circumstances impose new questions, demand reconsidering established theories and call for the similar empirical research to be conducted under altered conditions.

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