ETHICAL CHALLENGES OF ONLINE MEDIA IN SERBIA
ETHICAL CHALLENGES OF ONLINE MEDIA IN SERBIA

Author(s): Anka Mihajlov PROKOPOVIĆ
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: media ethics; online journalism; Serbia; internet; online media
Summary/Abstract: The paper is based on the fact that in Serbia a new media sphere is created - adigital media sphere in which there are new online media and online editions of traditional media.This is evidenced by indicators defined by Pablo Boczkowski (2004: 52-55) and adapted tothe situation in Serbia, such as: the growth of the number of news portals, the growth of onlineadvertising, the increase in the number of visitors to news sites, the establishment of onlinejournalism awards, the establishment of the Association of online media and the adoption of theGuidelines for the Use of the Serbian Journalists’ Code in the Online Environment. The questionsthat arise are whether journalists are familiar with the new ethical challenges that arise inthe media sphere on the Internet, and whether they know the solutions offered in the Guidelinesfor the Use of the Serbian Journalists’ Code in the Online Environment. The hypothesis that willbe tested is that journalists of online media are familiar with the principles of journalistic ethicsand adhere to them. Depending on the results of the research, the specifics of the online mediasphere in Serbia can be considered when the ethical norms are in question, which relate to awhole spectrum of new relationships, such as the relation of digital media to user comments andthe relation of these media to the use of information published on social media.

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