Mediji između biznisa, politike i odgovornosti prema javnosti
Media Between Business, Politics And Public Accountability

Summary/Abstract: In media theory and practice never has there been a dilemma about the influence of media ownership, market, and politics on the content. Media, as the key participant of the public sphere, significantly contribute to the quality of  public relations and participate in the general democratic development. How do modern media, pressed by business and political interests, work, and in what measure do they manage to maintain their fundamental role according to public and public interest? This topic will be observed from different aspects: ownership, media concentration, activity of policy and authority and acting of the media themselves and media representatives. The work objective is to stimulate a theoretical discussion about the present and the future of media establishing the danger that they can become the dominant means of business and interest promotion of corporate and political centers of power. The result of such reconsideration of the topic can be pointing out to the ways of preventing democratic dysfunction of media and that can guarantee their role exemplary for the public interest.

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