Social informatics journal prati globalni proces informatizacije društva i njegov uticaj na društvenu strukturu i društvene promene, kao i ulogu i položaj pojedinca u informatičkom društvu. Koordinacija razvoja društva i njegove globalne informatizacije je danas posebno važna tema jer od nje direktno zavisi prevazilaženja krize moderne civilizacije i njenog prelaska na put održivog i zdravog razvoja zasnovanog na ovladavanju i upravljanju informacijama i širokoj upotrebi novih znanja i tehnologija u svim sferama života. Osnovni ciljevi pokretanja Social informatics journal su identifikacija i analiza novih mogućnosti za razvoj čoveka i društva u novoj informacionoj realnosti, kao i novih pretnji i rizika za njihov život, koje već postoje ili mogu nastati u budućnost. The Social Informatics journal focuses on the global process of informatization of society and its impact on social structure and changes, as well as the role and position of individuals in the information society. The coordination of society's development and its global informatization is a particularly crucial topic today. Overcoming the crisis of modern civilization and transitioning towards sustainable and healthy development depends directly on mastering and managing information and embracing new knowledge and technologies in all aspects of life. The main goals of the Social Informatics journal are to identify and analyze new opportunities for individual and societal development in the new informational reality, as well as to recognize and address potential threats and risks to their lives, both existing and emerging.
Faculty of Management, Sremski Karlovci, University UNION Nikola Tesla, Belgrade
„IMERZIVNO ISKUSTVO“ – POTREBA I POSJEĆENOST KAO INDIKATOR ZAINTERESOVANOSTI KONZUMENATA UMJETNOSTI NA PRIMJERU IMERZIVNIH IZLOŽBI VAN GOGOVIH DJELA
Istraživanje sprovedeno u ovom radu usmjereno je na definisanje pojma imerzivnosti, kao vida digitalne umjetnosti koja kombinuje vizuelne projekcije, interaktivne senzore, virtuelnu (VR), proširenu (AR) i mješovitu stvarnost (MR), prostorni zvuk, vještačku inteligenciju (AI) i real-time softver sa jedne i umjetnost sa druge strane. Razvojem digitalnih tehnologija i pojavom tehnološki osvješćenih i opremljenih konzumenata umjetnosti, implikativno se javlja poreba za novim estetskim iskustvom i novim vidom sagledavanja umjetnosti. Kao jedan od odgovora na nove potrebe konzumenata umjetnosti, nudi se „imerzivno iskustvo“. Ovaj digitalni vid produkcije i prezentacije umjetnosti koji integriše kulturu i tehnologiju, posjeduje pozitivni, ali i negativni učinak na konzumente, ali i na kulturu, odnosno umjetnost. Nivo posjećenosti imerzivnom tipu digitalizovanih umjetničkih izložbi, indikator je zainteresovanosti publike za „imerzivno iskustvo“, a u fokusu je ovog istraživanja. Analizirajući prosječne posjete imerzivnih izložbi Van Gogovih djela, koje su priređene u brojnim svjetskim gradovima, može se zaključiti visok nivo zainteresovanosti za „imerzivno iskustvo“, odnosno imerzivni tip umjetničkih izložbi. Uporednom analizom može se konstatovati da je tradicionalan tip sagledavanja i doživljaja likovnih djela i dalje aktuelan i prevazilazi nivo posjećenosti imerzivnih izložbi. Tradicionalan tip sagledavanja i razumijevanja umjetničkih djela naročito je izražen kroz posjete muzeja za bogatim umjetničkim kolekcijama.
Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
ULOGA INTERNIH SOFTVERSKIH KOMPONENTI I DIGITALNIH MEDIJA U OČUVANJU RADNE MOTIVACIJE U POSTPANDEMIJSKOM OKRUŽENJU
Rad analizira ulogu internih digitalnih medija i softverskih komponenti u očuvanju radne motivacije zaposlenih u postpandemijskom poslovnom okruženju. Razvoj digitalnih tehnologija i širenje rada na daljinu značajno su promenili način interne komunikacije u savremenim organizacijama, pri čemu tradicionalni oblici komunikacije sve više ustupaju mesto digitalnim platformama zasnovanim na savremenim softverskim rešenjima, kao što su kolaborativni sistemi, intranet portali i interaktivni komunikacioni alati. Cilj rada je da ukaže na značaj primene digitalnih komunikacionih formata i internih softverskih komponenti u unapređenju organizacione komunikacije i očuvanju motivacije zaposlenih u uslovima hibridnog i udaljenog rada. U radu je primenjena metoda analize relevantne naučne i stručne literature iz oblasti digitalnih medija, organizacione komunikacije i upravljanja ljudskim resursima. Posebna pažnja posvećena je uticaju različitih digitalnih formata – video komunikacije menadžmenta, digitalnih biltena, kolaborativnih platformi i internih društvenih mreža – na smanjenje informacione asimetrije, jačanje organizacione transparentnosti i povećanje poverenja zaposlenih. Analiza ukazuje na to da softverske komponente omogućavaju veću interaktivnost, personalizaciju komunikacije i efikasniju razmenu informacija u digitalnom radnom okruženju. Rezultati rada pokazuju da strateška primena internih digitalnih medija, uz adekvatnu podršku savremenih softverskih alata i komunikacionih platformi, može značajno doprineti očuvanju motivacije zaposlenih, jačanju organizacione kulture i povećanju angažovanosti zaposlenih u savremenim organizacijama.
PRIMENA ALATA VEŠTAČKE INTELIGENCIJE CHATGPT U UČENJU: REZULTATI EMPIRIJSKOG ISTRAŽIVANJA U SREDNJEM STRUČNOM OBRAZOVANJU
Rad predstavlja rezultate empirijskog istraživanja sprovedenog na teritoriji Novog Sada, sa ciljem ispitivanja upotrebe alata veštačke inteligencije ChatGPT u obrazovne svrhe. Istraživanje je realizovano među učenicima Srednje medicinske škole „7. april“, a fokus je bio na načinima i učestalosti korišćenja ChatGPT-a u procesu učenja, istraživanja nastavnih sadržaja i izrade domaćih zadataka. Posebna pažnja posvećena je stavovima učenika o prednostima, ograničenjima i etičkim aspektima primene ovog digitalnog alata u nastavnom procesu. Prikupljeni podaci analizirani su kombinacijom kvantitativnih i kvalitativnih metoda. Kvantitativna obrada omogućila je uvid u učestalost i obrasce korišćenja ChatGPT-a, dok je kvalitativna analiza doprinela dubljem razumevanju iskustava, percepcija i očekivanja učenika. Rezultati istraživanja ukazuju na sve značajniju ulogu digitalnih alata zasnovanih na veštačkoj inteligenciji u savremenom obrazovanju, ali i na potrebu za njihovom pedagoški utemeljenom i odgovornom primenom. Nalazi mogu poslužiti kao osnova za dalja istraživanja i za unapređenje nastavne prakse u srednjem stručnom obrazovanju budućih medicinskih radnika.
KRIZNI MENADŽMENT U DIGITALNIM MEDIJIMA: UPRAVLJANJE REPUTACIJOM U ONLINE OKRUŽENJU
Digitalna transformacija medija značajno je izmenila prirodu kriznih situacija i načine njihovog upravljanja. Brzina širenja informacija, interaktivnost publike i dominacija društvenih mreža učinili su reputaciju medijskih organizacija izuzetno ranjivom. Cilj ovog rada je da se ispita uloga kriznog menadžmenta u digitalnim medijima i njegov uticaj na upravljanje reputacijom u onlajn okruženju. Istraživanje je zasnovano na kombinovanom metodološkom pristupu koji obuhvata analizu sadržaja krizne komunikacije digitalnih medija, anketno ispitivanje publike i studiju slučaja. Rezultati ukazuju da brzina reakcije, transparentnost i aktivna komunikacija putem društvenih mreža imaju statistički značajan uticaj na očuvanje poverenja i kredibiliteta medija tokom krize. Rad doprinosi razumevanju specifičnosti kriznog menadžmenta u digitalnom kontekstu i nudi preporuke za unapređenje medijske prakse.
Copyright (c) 2026 Slavica Anđelić, Aleksandar Gajić https://creativecommons.org/licenses/by/4.0
ZDRAVSTVENA KOMUNIKACIJA U DIGITALNOM DOBU - IZAZOVI I MENADŽERSKE PERSPEKTIVE
Ubrzan razvoj digitalnih tehnologija i medija značajno je uticao na transformaciju zdravstvene komunikacije, menjajući načine na koje se zdravstvene informacije stvaraju, prenose i koriste. Komunikacija u zdravstvu danas prevazilazi okvire tradicionalnih institucionalnih kanala i sve se više odvija putem digitalnih platformi i društvenih mreža, koje istovremeno donose nove mogućnosti i brojne izazove. Cilj ovog rada je da analizira promene u zdravstvenoj komunikaciji u savremenom digitalnom okruženju, sa posebnim osvrtom na ulogu menadžmenta i odgovornosti zdravstvenih organizacija. Metodološki pristup zasniva se na analizi relevantne domaće i međunarodne literature iz oblasti zdravstvenog menadžmenta, komunikacija i digitalnih medija, kao i na konceptualnoj sintezi teorijskih i empirijskih nalaza. Rezultati ukazuju da digitalni mediji doprinose većoj dostupnosti zdravstvenih informacija i većem angažovanju pacijenata, ali istovremeno povećavaju rizik od širenja dezinformacija, narušavanja poverenja i ugrožavanja reputacije zdravstvenih institucija. Zaključuje se da efikasna zdravstvena komunikacija u digitalnom dobu zahteva strateško planiranje, jasno definisane komunikacione politike i aktivno učešće menadžmenta u upravljanju sadržajem, odnosima sa javnošću i kriznom komunikacijom.
VEŠTAČKA INTELIGENCIJA I DIGITALNA BUDUĆNOST MANJINSKIH JEZIKA U MEDIJIMA: IZAZOVI I MOGUĆNOSTI ZA MALE REDAKCIJEVEŠTAČKA INTELIGENCIJA I DIGITALNA BUDUĆNOST MANJINSKIH JEZIKA U MEDIJIMA: IZAZOVI I MOGUĆNOSTI ZA MALE REDAKCIJE
Digitalna transformacija medija menja načine proizvodnje, distribucije i konzumiranja informacija, pri čemu veštačka inteligencija ima sve značajniju ulogu u redakcijskim procesima. Od obrade podataka do prevođenja i transkripcije, AI postaje integralni deo savremenog novinarstva. Za medije na jezicima nacionalnih manjina, ove tehnologije predstavljaju izazov i priliku. Ograničeni resursi uslovljavaju specifičan položaj ovih redakcija, ali istovremeno otvaraju prostor za primenu AI u cilju povećanja efikasnosti i dostupnosti sadržaja. Rad analizira mogućnosti i ograničenja primene AI u novinarstvu na manjinskim jezicima, sa osvrtom na lokalne medije. Kao studija slučaja razmatra se multijezički sistem Radio-televizije Vojvodine, koji emituje program na 13 jezika. Cilj rada je da ukaže na potencijal AI tehnologija u unapređenju medijske produkcije i očuvanju jezičke raznolikosti.
OD OLTARA DO INTERNETA: RIMOKATOLIČKI SVEŠTENICI SUBOTIČKE BISKUPIJE NA DRUŠTVENIM MREŽAMA
Rad istražuje uticaj platformi društvenih medija na verski život u kontekstu izazova digitalnog doba. Istraživanje se nadovezuje na zvanični stav Katoličke crkve, kao i na analizu sadržaja platformi društvenih medija sveštenika i polustrukturisane intervjue sa katoličkim sveštenicima u regionu. Cilj je bio da se utvrdi uloga Crkve na društvenim medijima i kako vernici reaguju na prisustvo sveštenika na različitim platformama. Polazeći od preliminarnih zapažanja o dekretu Drugog vatikanskog sabora, papskih obraćanja, kao i preporuke Dikasterija za komunikacije iz 2023. godine pod nazivom „Ka punom prisustvu“, tematskom analizom dubinskih intervjua, kao i analizom sadržaja objava i interakcija sveštenika na platformama društvenih medija, diskusija potvrđuje da je ljudsko iskustvo danas medijski posredovano; stoga, prisustvo sveštenika na mrežama nije samo izbor, već imperativ pastirske odgovornosti. Istraživanje pokazuje da su katolički sveštenici u Vojvodini uspešno integrisali digitalne alate u svoju misiju, koristeći ih za jačanje zajedničkog identiteta i premostivanje jaza između tradicionalnih institucija i modernog društva.
MEDIJSKO PRAVO I SLOBODA JAVNOG INFORMISANJA U REPUBLICI SRBIJI
Autori u radu ukazuju na sve veći značaj medija, a samim tim i medijskog prava, stvaranje nezavisne medijske politike i zaštitu interesa lica na koja se odnose objavljene informacije, pozivajući se na Evropski sud za ljudska prava. Medijsko zakonodavstvo u Republici Srbiji je počelo da se razvija u poslednjoj deceniji XX veka. Otuda je u zakonskim propisima koji su regulisali ovu osetljivu zakonsku materiju bilo dosta propusta, koje je velikim delom ispravio važeći Zakon o javnom informisanju i medijima. Ovaj Zakon garantuje nekoliko osnovnih principa koji omogućavaju slobodu javnog informisanja. Tu mislimo, pre svega, na princip istine i demokratije, koji omogućavaju slobodu govora i izražavanja. Bez ove slobode nema ostvarivanja ljudskih potencijala i kreativnosti, niti ostvarivanja demokratskog ideala. Posebno je značajno omogućavanje postojanja suprotstavljenih mišljenja, tako da važeći Ustav Republike Srbije garantuje razvijanje duha tolerancije i međukulturnog dijaloga. Važeća zakonska regulativa u Srbiji omogućava novinarima (medijima) da iznose informacije, ali ih obavezuje da to čine samo objektivno, potpuno i blagovremeno. U suprotnom, lice na koje se odnosi objavljena informacija, kome je povređeno određeno pravo ili interes, ima mogućnost da se obrati nadležnom sudu radi zaštite svoje ličnosti, privatnog života i identiteta. Zakon o javnom informisanju i medijima je napravio krupne korake u ovoj oblasti, ali će sigurno biti potrebno da, u bližoj ili daljoj budućnosti, dođe do određenih promena i usaglašavanja sa evropskim zakonodavstvom.
DISKURZIVNA DELEGITIMIZACIJA I FREJMING: NOVAK ĐOKOVIĆ KAO POPRIŠTE POLITIČKE BORBE
Rad istražuje mehanizme medijskog uokvirivanja (frejminga) i diskurzivne delegitimizacije na primeru javnog delovanja Novaka Đokovića tokom građanskih protesta u Srbiji 2025. godine. Koristeći kritičku diskursnu analizu (CDA) i teoriju medijskog frejminga, rad se fokusira na strategije patologizacije i kriminalizacije aktera. Empirijski deo sproveden je na korpusu od 19 medijskih tekstova kroz sekvencijalni mešoviti dizajn koji kombinuje kvalitativnu interpretaciju sa Hi-kvadrat testom nezavisnosti. Nalazi potvrđuju hipotezu o statistički značajnoj povezanosti (p = 0,011) između epizodičnog frejminga i strategija delegitimizacije. Rezultati pokazuju da pro-vladini mediji dominantno koriste epizodično uokvirivanje kako bi politički čin izolovali iz konteksta, fokusirajući se na individualnu odgovornost i narušavanje javnog reda. Utvrđeno je da binarna polarizacija „mi–oni“ služi kao ključni instrument za simboličko isključivanje subjekta iz kolektivnog identiteta, vršeći simboličko nasilje nad integritetom pojedinca. Slučaj služi kao paradigma za razumevanje moći medijske refrakcije u savremenom društvu spektakla.
TRANSHUMANIZAM I NEURO-DIGITALNE NADOGRADNJE U OBRAZOVANJU
Razvoj savremenih neurotehnologija, sa fokusom na interfejse mozak-računar (BCI), otvara nove mogućnosti za primenu u obrazovanju. Cilj ovog rada je ispitivanje potencijalnih implikacija integracije neuro-digitalnih nadogradnji u procese učenja. Primenjen je kvalitativni pristup zasnovan na sistematskom pregledu literature (SLR) u skladu sa PRISMA smernicama. Rezultati ukazuju na to da neuro-digitalne nadogradnje nude kognitivne potencijale u vidu unapređenja memorijskih kapaciteta, efikasnije obrade informacija i razvoja visoko personalizovanih obrazovnih okruženja. Nasuprot tome, identifikovani su i brojni etički i društveni rizici, prvenstveno u domenu zaštite neuralne privatnosti, kognitivne autonomije i mogućeg društvenog raslojavanja. Na osnovu identifikovanih obrazaca, u radu je razvijen konceptualni model neuro-digitalnog obrazovanja koji obuhvata četiri nivoa: neuralnu augmentaciju, kognitivnu akceleraciju, adaptivni inteligentni obrazovni sistem i neuro-etičko upravljanje. Predloženi model pruža teorijski okvir za razumevanje potencijalnih pravaca razvoja obrazovanja u uslovima integracije bioloških i digitalnih sistema. Zaključuje se da primena ovih tehnologija zahteva razvoj interdisciplinarnih regulatornih okvira, dok buduća istraživanja treba usmeriti na empirijsko testiranje predloženog modela.
PREDSTAVLJANJE KULTURNOG NASLJEĐA KROZ MODERNE MEDIJE: REPREZENTACIJA ILIRSKOG NASLJEĐA I KRALJICE TEUTE
Najvažniji istorijski izvori o Teuti i ilirskom nasljeđu potiču od antičkih autora, prije svega Polibija i Apijana, koji su ih opisivali iz perspektive grčko-rimskog svijeta. Zbog takvih izvora, Teuta se često posmatra kao žrtva istorijske mizoginije, a njeno kraljevstvo kao kolonijalna baza širenja Cezara i rimske imperijalne politike (iako je živjela prije njega, rimska ekspanzija je već bila u toku). Danas Teutino ime njeguju pojedinci i manje umjetničke grupe, dok je institucionalno prisustvo ograničeno. Ilirsko nasljeđe se vezuje za više zemalja Zemlje: (Albanija, Bosna i Hercegovina, Hrvatska, Crna Gora, Sjeverna Makedonija, Srbija), te je potrebno sistematično rješenje za njegovu reprezentaciju kroz savremene medije i program kulturnim institucija. Za reprezentaciju nasljeđa, potrebno je imati medije kroz koje bi informacije i saznanja o ovom dijelu istorije bila pristupačna širem broju ljudi. Interpretativni mediji bi uključivali analogne ( kao što su panoi i info-table na znaačjnim mjestima sa ostacima tvrđava iz ilirskog perioda (Risan, Ploče, Jajce, Vis), pozorišne predstave na otvorenom, ture i sl.) i digitalne ( razvijanje veb-platformi, QR kodovi, audio-vodiči, GPS mapiranje, društvene mreže (#QueenTeuta #BalkanHeritage)). Posebno je važno uključiti lokalne zajednice koje čuvaju usmene legende o Teuti. Edukacija, radionice, školski programi i tim bilding u turističkom sektoru mogu doprinijeti osjećaju vrednovanja i pripadnosti. Takav višeslojan projekat bi imao koristi za zajednicu, te je za njegovo sprovođenje potrebno učešće lokalnog stanovništva. NJegovanje i promovisanje antičkih mitova, priča i istorijskih činjenica doprinijelo bi vidljivost žena iz istorije, razvoju medijskih i umjetničkih narativa o Ilirima i Teuti, te bi takođe uticalo na njegovanje odnosa među zemljama na čijim prostorima se nalaze ostaci ovih drevnih kultura.
EVOLUCIJA ESTETIKE DIGITALNIH BLIZANACA I UTICAJ SINTETIČKIH ENTITETA NA SAVREMENI MARKETING U MEDIJIMA
Predmet ovog rada je transformacija estetskog identiteta digitalnih blizanaca (DB) i virtuelnih influensera (VI) u kontekstu aktuelnih marketinških trendova. Razvoj računarske grafike i AI tehnologija je omogućio industriji da iskorači iz okvira jednostavnog podražavanja stvarnosti i zakorači u eru strateškog hiperrealizma. Zahvaljujući tome stvoreni su početni uslovi koji omogućavaju brendovima da konstruišu privid autentične persone čija pojava prevazilazi psihološki otpor efekta „jezive doline“ svojom uverljivošću. Nova estetika počiva na konceptima poput 'digitalne taktilnosti' i namerno dizajniranih 'mana' koje virtuelnim ikonama — kao što su Shudu, Imma i Lil Miquela i drugi — daju ljudski karakter. Rad mapira razvoj virtualnih entiteta od tehničkih modela do moćnih marketinških medija, ističući kao ključnu prednost neograničenu mogućnost kontrole i prilagođavanja sintetičkih ambasadora svakom specifičnom zahtevu tržišta i korisnika.
Copyright (c) 2026 Ana Perišić https://creativecommons.org/licenses/by/4.0
INOVACIJE U INTEGRACIJI DRUŠTVENIH MREŽA I JAVNOG URBANOG PROSTORA
Razvoj platformi društvenih mreža u velikoj meri dovodi do izolacije pojedinaca van realnog javnog prostora, istovremeno pojačavajući žudnju čoveka da se iskaže bilo likom, bilo izjavom, bilo performativnim činom. Platforma u razvoju Enter Active / Present integriše potrebu za bezbednom prezentnošću putem društvenih mreža sa učešćem u društvenoj stvarnosti i realnom javnom prostoru. Koristeći se teleprezentnošću i interaktivnim postupcima, proširuju se postojeći ekranski mediji u „pametnim“ gradovima, kada se potreba za individualnom kreativnošću poveže sa masovnim kreativnim industrijama, otvarajući nove mogućnosti za ekonomske poduhvate i socijalnu integraciju. Platforma Enter Active / Present aktivira mrežu gradova i njihovih javnih prostora, kompanija i tehnologija, te individualnih korisnika sa ciljem ostvarivanje nove vizije i participacije. Rad će predstaviti osnovnu tehnologiju, pravne okvire, interaktivne aplikacije i sistem korišćenja platforme, kao i prvog talasa promocije i komercijalizacije. Rad će sadržati i detaljnu SWAT analizu nove mreže, njenih inovacionih i komercijalnih snaga i ogromnih mogućnosti, ali i briga i pretnji za koje se nude konkretna rešenja. Dok nove tehnologije omogućuju drugačije vrste društvenosti, prilagodljivost ljudske inventivnosti tek počinje da pronalazi nove načine da oblikuje do sad neviđene forme komunikacije i prezentacije, a platforma Enter Active / Present predstavlja novi korak u društvenim interakcijama kroz korišćenje savremenih tehnologija.
THE AESTHETICS OF POST-AUTHENTICITY IN THE ERA OF GENERATIVE ARTIFICIAL INTELLIGENCE (AI)
This paper explores the emergence of the aesthetics of post-authenticity through a theoretical synthesis of Lev Manovich's concept of the "database" and Rolan Barthes' thesis on the "death of the author," analyzing their reflection in the era of generative artificial intelligence (AI). Starting from Manovich’s assertion that the database represses narrative as the dominant cultural form, the paper defines generative models as automated systems that reduce the creative process to algorithmic recombination within massive data sets. In the second part, the paper reactivates Barthes' "death of the author," pointing out that generative AI represents a radical fulfillment of this theory: the author is no longer a subject with intention, but a "scriptor" who operates within an infinite cosmos of quotes (data sets). Instead of originality created ex nihilo, the aesthetics of post-authenticity shifts the focus to the process of filtering and combining data. In the path of AI technologies, authenticity does not completely disappear, as the user/creator still provides inputs for the creation; the aesthetics of post-authenticity is defined as a specific media realization through a database, thereby transferring responsibility for meaning entirely from the creator to the user.
Copyright (c) 2026 Stevan Lutovac, Branka Bešević Gajić https://creativecommons.org/licenses/by/4.0
AI IN MUSIC PRODUCTION: COMPOSITION, ARRANGEMENT AND MASTERING
In the last decade, there has been a significant development of artificial intelligence, which brings a revolution in music production through the automation of composing and arranging techniques and mastering. This paper aims to examine how artificial intelligence and machine learning they are changing the way music is created and produced. After analyzing the available technology and research on how artificial intelligence works and how music producers work, this paper concludes that artificial intelligence does not replace human creativity, but becomes it another co-creative tool for musicians. The work proves that music created by using artificial intelligence technologies, especially using LSTM (Long Short-Term Memory), Transformer and GAN (Generative Adversarial Network), changes the way in which music produces and at the same time raises relevant questions about authenticity, copyright and even the need for musicians in the near future. Conclusion points to the need for a new understanding of the role of artificial intelligence as a "co-producer" which requires innovative approaches in education and ethical regulation in music industry.
BEYOND THE PROMPT: RECONCILING TRAINING DATA INGESTION AND MUSIC COPYRIGHT IN THE GENERATIVE AI ERA
This paper examines the unprecedented regulatory restructuring in the global music industry driven by the rapid commercialization of generative artificial intelligence (GenAI) and its fundamental challenge to traditional copyright frameworks. Through a comparative analysis of emerging litigation and divergent legal approaches across the US, EU, and UK, the paper investigates the "algorithmic black box" of AI training data ingestion, the complexities surrounding AI authorship, and the highly debated "fair use" defense. Conclusions indicate that the unauthorized ingestion of copyrighted musical compositions and sound recordings threatens to dilute the market and depreciate foundational cultural capital, exposing systemic inadequacies in current legislation. To prevent irreversible damage to the creative sector, the paper concludes that AI models must not be legally equated to human learners. It recommends implementing scalable technological and regulatory solutions, specifically Training Data Attribution (TDA) coupled with a user-centric blanket licensing frameworks or an opt-in closed-universe database. These mechanisms would ensure fair remuneration for rightsholders, fostering a sustainable ecosystem where algorithmic innovation and human artistry can coexist.
GENERATIVE AI AND THE FUTURE OF AUTHORSHIP: MODERN AND CONTEMPORARY ART AS A METHOD FOR PRESERVING HUMAN SUBJECTIVITY
This article examines the transformation of the author’s role within a digital media environment saturated with generative content and algorithmically mediated communication. In the context of the rapid expansion of synthetic texts, images, and audiovisual materials, the central problem is increasingly defined by an erosion of authorial subjectivity, interpretive depth, and the capacity to produce new structures of meaning. The article proposes the concept of the author as an architect of meaning – a new role model for the contemporary media producer who uses generative AI not as a substitute for the creative act, but as an infrastructural tool for automating routine processes and freeing cognitive resources for interpretation, critical thinking, and meaning-making. The theoretical foundation of the article is an original interdisciplinary methodology grounded in the use of modern and contemporary art as a framework for cultivating cognitive flexibility, divergent thinking, and the capacity to work with uncertainty. Its practical dimension draws on the author’s professional experience in designing educational and media formats, working with small learning communities, and integrating tailored AI workflows into research and editorial practice. The article argues that the sustainable media ecology of the future will be shaped not by the endless production of content, but by the author’s ability to construct distinctive structures of meaning and forms of sustained intellectual presence.
DIGITAL MARKETING AS A TOOL FOR TRANSFORMING CONTEMPORARY BUSINESS AND ARTISTIC PRODUCTION
Digital marketing, as a product of the rapid development of information technologies, has become a key segment of contemporary business, artistic production, communication, and brand positioning in the public sphere. This paper explores the fundamental concepts, strategies, and tools of digital marketing, with a special emphasis on its application in the creative industries, art, and culture. The focus is placed on channels such as social media, SEO optimization, content marketing, email campaigns, PPC advertising, and digital analytics. By analyzing these strategies, the paper highlights the advantages of digital marketing over traditional promotion models, particularly through the ability to precisely target audiences, enable two-way communication, and monitor campaign performance in real time. In addition to the theoretical framework, the paper addresses practical aspects of applying digital tools, shedding light on the challenges faced by businesses and individuals in creating an authentic digital identity. Special attention is given to the importance of personalized communication, storytelling narratives, and visual recognition. Ethical dilemmas, privacy issues, and digital saturation of the modern user are also discussed. Through a case study of the promotion of the hybrid fiction film "The Decision", the paper demonstrates how digital marketing can empower socially engaged content and artistic projects without relying on large budgets. In conclusion, digital marketing is presented as a comprehensive and transformative tool whose understanding is becoming essential for success in the digital paradigm era.
DIGITALNA KOMUNIKACIJA U PLATFORMSKOM OKRUŽENJU: ALGORITAMSKO POSREDOVANJE, KONSTRUKCIJA IDENTITETA I DRUŠTVENE MOĆI
Rad ispituje sociološke dimenzije digitalne komunikacije u uslovima u kojima su digitalne platforme postale dominantna infrastruktura savremene društvenosti. Polazeći od pretpostavke da platforme nisu neutralni kanali prenosa informacija već složeni socio-tehnički sistemi koji kroz svoje arhitekture, algoritme i poslovne modele aktivno oblikuju obrasce interakcije, rad povezuje tri analitičke ose: algoritamsko posredovanje komunikacije, konstrukciju identiteta u uslovima nadzora i reprodukciju odnosa društvene moći. Oslanjajući se na dramaturški pristup Ervinga Gofmana i njegovu primenu na onlajn okruženje, na koncept platformskog društva (van Dijck, Poell & de Waal), na kritiku datafikacije i podatkovnog kolonijalizma (Couldry & Mejias) i na teoriju nadzornog kapitalizma (Zuboff), rad pokazuje da se savremena digitalna komunikacija odvija u polju napetosti između povezanosti i izolacije, samoizražavanja i nadzora, te participacije i kontrole. Zaključuje se da sociološka analiza digitalne komunikacije zahteva teorijske okvire koji prevazilaze dihotomiju mikro i makro nivoa i koji digitalne fenomene kontekstualizuju u šire obrasce društvene stratifikacije i moći.
Journalism in the Transition from the Old to the New Age
Stories in magazines, articles in newspapers, television news, radio broadcasts, multimedia content, Internet platforms are types of media and therefore is the statement "the media is all around us". Because of this, many people often take media for granted and do not actively think about the information they read, see or hear. Also, there are many prejudices about journalism, journalists and editors, and they are the ones who collect, select, process and shape, and ultimately publish information through the media. This paper will explore the history of journalism, its basic definitions, journalistic codes and genres, as well as its function in contemporary society, with a particular focus on the development of online journalism.
Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
Between Personalization and Surveillance: the Influence of Digital Marketing on Modern Consumers
This study examines the impact of digital marketing on consumer behavior and broader social processes, focusing on the role of digital platforms, algorithms, personalization, influencer marketing, and peer recommendations. A quantitative and descriptive approach was employed using an online questionnaire consisting of thirty questions organized into eight thematic sections, distributed in November 2025 to a sample of 130 respondents, primarily younger adults actively using the internet and digital platforms. The results indicate that respondents are aware of personalized advertisements and data collection practices, and those with higher awareness of data processing are more likely to perceive that algorithms influence their purchasing decisions. Peer recommendations, such as reviews and comments, were found to have a stronger influence on purchasing behavior than influencer promotions, highlighting the importance of perceived credibility and authenticity. The study also reveals that personalization and algorithmic content selection shape consumer engagement and trust, raising ethical concerns regarding privacy, surveillance, and the balance of power between platforms and users. These findings suggest that digital marketing is not only a commercial tool but also a social phenomenon that affects decision-making, information interpretation, and social norms. Future research should explore long-term effects of personalized content, cultural and demographic variations, and the impact of regulations and ethical standards on user perception and platform behavior.
Creative Cities as Initiators of Cultural Transformation from the Aspect of Creative Industries
Through the prism of various aspects that shape modern society, creative industries stand out as key factors of economic and cultural transformation. Their vitality is reflected in their ability to push the boundaries of innovation, thus enabling market success and shaping our everyday lives. Creativity is an essential component of market success, because it brings new ideas, opens new horizons and enables competitive advantages. Through the process of creation and innovation, creative industries not only generate wealth, but also influence social change, setting new standards and shaping the cultural landscape. In today's context, innovation and courage are necessary to face global challenges. Creative industries are becoming a center for finding solutions to complex problems and developing creative cities. Their ability to generate original ideas and find new approaches brings hope for a better future.
Digital Platforms and Freedom of Expression: A Comparative Analysis of Turkey and Global Approaches
The rise of digital technologies, particularly social media platforms, represents one of the most transformative societal shifts of the 21st century. While these platforms expand access to information and enable active participation in public discourse, they also present complex challenges for freedom of expression. Issues such as misinformation, hate speech, cyberbullying, privacy violations, and illegal content circulation highlight the limitations and responsibilities of digital platforms. This article examines the multidimensional impacts of digital platform regulations on freedom of expression, with a focus on Turkey's legal framework and comparative international approaches. The study explores the evolution of digital legislation in Turkey, including the Internet Law No. 5651, the 2020 Social Media Law, and the 2022 Anti-Disinformation Law. It further analyzes global regulatory models, such as the European Union's Digital Services Act (DSA) and Digital Markets Act (DMA), Germany's NetzDG, and the United States' Section 230. The paper emphasizes the critical role of platforms in shaping public discourse and calls for a nuanced understanding of the balance between state oversight, individual rights, and platform governance.
Media and Visual Culture through the Paradigms of Modernism(s): from Modernism through Postmodernism to Post-postmodernism and Hypermodernism
Departing from the premise that postmodernism does not disappear in the course of the historical demise of cultural–epistemological paradigms but is instead transversally incorporated into a new metanarrative of techno-aesthetic hypermodernity, this paper reconfigures the categorical foundations for the analysis of visual and media culture within the context of the post-postmodern transition. Its central thesis does not imply either a regressive reaffirmation of modernist formalism or a normative repair of postmodern fragmentation, but rather the articulation of an epistemologically expanded field within which postmodern poetics—including the simulacral, intertextual, pastiche-based, spectacular, and rhizomatic—are refunctionalized as the techno-ontological infrastructure of a new visual regime. Relying methodologically on heterogeneous yet compatible conceptual modules (assemblage / visual code / cyberspace / algorithmic affectivity), the authors approach media culture not as a phenomenological epiphenomenon, but as an apparatus-based formation of subjectivity in which the aesthetic, the political, and the technological are not separated, but operationalized through modes of digitally mediated (self-)representation. Within this discursive framework, the postmodern no longer exists as a historically “past” concept, but as a semiotic code undergoing algorithmic mutation—reconfigured within a hypermodern environment in which visuality has become the primary mode of affective and cognitive articulation of reality.
From Fields to Data Infrastructures: Citizen Science for Soil Monitoring in the Western Balkans
Reliable soil information systems remain underdeveloped across the Western Balkans, limiting the capacity of institutions to monitor environmental change, ensure sustainable land management, and align with EU legislation. This article presents a sociotechnical case study of the Soil Health Guards initiative in Serbia, the country’s first citizen-science initiative dedicated to soil health assessment. Here, we analyze the design, implementation and governance implications of an integrated citizen-science framework that supports farmers, youth, and local communities in generating standardized soil-health data. Participants collected standardized measurements of ten biological, chemical, and physical soil indicators using structured toolkits, educational manuals, and digital communication channels, supported by iterative workshops and expert validation. Of 135 registered participants, 67 actively contributed at least one soil assessment, with retention decreasing from 54% to 40% over the project duration. Farmers sampled soils across a range of land-use types and soil classes, while youth conducted assessments in schoolyards, home gardens, and urban green spaces, with group activities involving over 150 children and adolescents. Participants valued structured guidance, with the instructional manual cited as the most useful resource. The project demonstrates that even low-level-technology-mediated citizen science can facilitate knowledge co-production, environmental literacy, and community stewardship, while generating reliable, decision-ready soil data compatible with institutional monitoring frameworks. By integrating hands-on learning, digital tools, and collaborative engagement, the initiative highlights the potential of citizen science to complement formal soil monitoring, support sustainable land management, and foster inclusive participation in environmental governance.
AI-Driven IoT Scenario Building and Policy Analysis: A Comparative Societal Impact Study in New York, Berlin, Tehran, and Zurich
The rapid expansion of the Internet of Things (IoT) and its integration with Artificial Intelligence (AI) are transforming urban and rural landscapes, creating both opportunities and governance challenges. This study applies AI-driven foresight methodologies to analyze the societal impact of IoT through a structured five-phase framework: technology description, forecasting, foresight, impact assessment, and policy analysis. The STEEP framework (Social, Technological, Economic, Environmental, and Political) is used to identify key drivers, evaluate their uncertainty and impact, and develop scenario-based policy recommendations. To forecast IoT development, this research references the Gartner IoT Hype Cycle (2020) and integrates insights from more recent reports, such as the Emerging Technologies Hype Cycle 2024, AI Hype Cycle 2024, and Smart City Hype Cycle 2022. Findings highlight the need for adaptive governance strategies to address cybersecurity risks, interoperability challenges, and digital divides. Policy options were identified using classical Technology Assessment (TA) approaches and can be further explored through Participatory TA and Constructive TA to enhance stakeholder engagement. Future research should focus on quantifying societal impacts using methods such as Scanning and Tracking Analysis and expanding discussions on policy frameworks beyond Parliamentary TA. This study contributes to the field of Technology Assessment (TA) by combining quantitative forecasting and qualitative scenario-building, offering a structured approach for IoT governance and policy development.
Algorithmic Reality and the Myth of Neutrality: Social Informatics Perspectives on AI‑Mediated Society
The rapid expansion of artificial intelligence (AI), algorithmic systems, and platform-based communication technologies is fundamentally changing the way social reality is produced, perceived, and interpreted, particularly among younger generations growing up in digitally mediated environments. This paper aims to demonstrate that the assumption of algorithmic neutrality represents one of the most prominent and dangerous myths in contemporary technological discourse. By uncritically accepting algorithms as objective, value-free, and merely technical instruments, societies risk obscuring their profound normative, epistemological, and political effects. As a conceptual-theoretical paper drawing on insights from social informatics, philosophy of technology, and critical AI studies, we offer a conceptual framework for understanding AI as a generator of mediated reality, rather than merely a passive tool. The paper is intended as a reflective guide for authors and researchers, encouraging critical engagement in exploring the consequences of AI-driven systems across all spheres of social reality.
JOURNALISM AS A PROFESSION OR SOCIAL PHENOMENON
Journalism, as a profession and a social phenomenon, occupies an important place in the modern world. Although it exists today in many forms, the roots of journalism go back far into the past, and its formation is closely related to the development of the press and communication tools. The history of the profession of journalism begins in ancient civilizations, but the real development is recorded after the invention of Gutenberg's press in the 15th century. That invention enabled the mass printing of newspapers and books, which significantly accelerated the flow of information and enabled the development of public opinion. This paper will discuss following topics: definition of journalism, digital journalistic pyramid, traditional journalistic pyramid, ethical codes, digital era.
journalism, history, online, codes, genres.
DIGITALISM: AN EMERGING POST-MODERN SYSTEM
The article discussed thoroughly the new philosophy termed as “Digitalism” while comparing it with capitalism and communism. Digitalism is based on the basic concept that, the things, people and their immediate environment would interact without the supervision of the human beings and the system would generate the necessary outcome effectively and efficiently and even better than the previous systems like capitalism and communism (all their forms). The article elaborated the three dimensions of that philosophy including economic, social and political. Economically, the capitalist system has to suffer immensely due to the huge imbalance in the fundamental equation- major unemployment and massive cut in the consumption. Hence, two labor employment centers world labor employment (WLEs) and world immigration center (WIs) along with WUIF (World Universal Income Fund) must be created in order to provide maximum opportunities to all the global population without the limitations of their nationality and border. Socially, a dynamic social society would come to the fore where people might not be able to link with each other due to their fixed profession but, a jack of all trades phenomenon is going to prevail. Hence, three classes, an ultra-rich techno-corporate businessmen (techno-bourgeoisie), techno-experts (as similar to nobles in older centuries) and general workers/freelancers (working for multiple industries at the same time) would emerge as a result of these developments. Politically, intellectocracy through its philosophical lens of Szellemiism, that emphasizes on giving more political rights to intellectuals than to non-intellectuals and thereby allowing the most-wise and sound individuals to govern effectively and efficiently, will not only play a major role state-wise but by that means contribute significantly towards the global socio-economic and political stability. Hence, Digitalism through its core “Data” centered approach will create a new post-modern society in which, physical and digital lives would be merged in an inseparable way.
Data, Labor employment center (WLEs), Techno-bourgeoisie, Intellectocracy, and Dynamic Society.
TRANSMISSION OF INFORMATION AND COMMUNICATION THROUGH NEW MEDIA
This theoretical work deals with the multiplication and transmission of information in everyday digital communication, whose important factors, such as time and space, form the basic component of new media. By the method of textual analysis and interpretation, I will interpret hybrid artworks created by integrating different media, which enable their information, semantic and expansion in the virtual space. It's about the artworks and information systems based on the media capabilities of the Internet and screens / displays, which reflect the theory of Lev Manovich. who, speaking of new media and "overlapping windows", believes that new digital technologies help multiply information by speeding up communication.
communication, media, art, information, time, screen, digital technologies, internet, perception, spatial editing, space.