NOVI MEDIJSKI MODELI I ODGOVORNOST MEDIJА U DIGITАLNOM DOBU
NEW MEDIA MODELS AND MEDIA RESPONSIBILITY IN THE DIGITAL AGE

Summary/Abstract: The role and responsibility of the media in the broader social context are important from the beginning of its existance. In the context of rapid and pervasive changes and the challenges they bring today, which have consequences for the entire society, and therefore for the media too, they are even more important. Following these changes, the media tries to adapt in order to survive, but this often results in negative models of their work, and even with the disappearance of some of them. This text seeks to provide an overview of the current situation, by identifying key issues for the media, but also possible solutions to them; thus placing them within the framework of their wider position in society. With focusing on new models of media work, it actually shows that the solution to the problems and path fot the survival of the media in the 21st century lies in the same place as the wider social interest, which they originally should protect. In this way, the return to adherence to the ideals of objectivity and independence, which are gaining in importance today, proves to be the basic strategy for their development and finding successful models. With that logic, it also imposes a conclusion on the specific responsibility of media employees along the way, and especially media management.

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