OKRUGLI STO
29. SEPTEMBAR 2012. SREMSKI KARLOVCI
FAKULTET ZA MENADŽMENT
SREMSKI KARLOVCI
Naslov: Knowledge, Eucation, Media
Izdavač:
FAKULTET ZA MENADŽMENT
Njegoševa 1A, 21205 Sr. Karlovci
Za izdavača:
Emeritus Dušan Ristić
ISBN : 978-86-85067-35-8
Copyright©2012 by Faculty of Management, Sr. Karlovci, Serbia
Abstracts for Proceedings of Scientific-research
interdisciplinary project Digital media technologies and
social-educational changes that is financed by the
Ministry of Education and Science of the Republic of
Serbia
TEMA OKRUGLOG STOLA
Znanje, obrazovanje, mediji
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Tradicionalni i novi mediji u 21. veku
Etički korpus savremenog medijskog teksta
Izazovi medijske konvergencije
Digitalni mediji i obrazovanje
Metodologija izučavanja digitalnih medija
Digitalizacija medija u uslovima ekonomske i
finansijske krize
 Digitalna ekonomija - nova ekonomija
 Ekonomski efekti medijske digitalizacije
SADRŽAJ
SADRŽAJ ............................................................................................................................. 1 DIGITALNE MEDIJSKE TEHNOLOGIJE I DRUŠTVENO OBRAZOVNE PROMENE –
SA ASPEKTA TELEVIZIJSKIH NOVINARA ................................................................... 4 Danica Aćimović MEDIA EDUCATION IN THE DISCOURSE OF CULTURAL STUDIES ....................... 6 Milica Andevski, Željko Vučković, Ivan Šćepanović KEY TOPICS IN DEBATE ON DISTANCE EDUCATION ............................................... 7 Jasmina Arsenijević, Milica Andevski, Dragana Milin VEZA ORGANIZACIONE KULTURE I NIVOA MOTIVA POSTIGNUĆA U RTV
VOJVODINE – OKVIR ZA ISTRAŽIVANJE ..................................................................... 8 Olja Arsenijević, Ljiljana Lj. Bulatović, Goran Bulatović MULTIMEDIJALNA PISMENOST - JEDAN OD IZAZOVA DIGITALNOG DRUŠTVA
............................................................................................................................................. 10 Momčilo Bajac, Ivan Šćeepanović, Vesna Šćepanović MEDIJSKA EDUKACIJA ZA RAD U KRIZNIM SITUACIJAMA ................................. 11 Vladimir Barović, Vladimir Marković, Virđinija Popović DIGITALIZATION AND CONTEMPORARY ISSUES OF MEDIA ETHICS IN
REPORTING IN CRISIS SITUATIONS ............................................................................ 12 Vladimir Barović, Dejan Pralica INTEGRACIJA RAČUNARA U NASTAVNI PROCES PRIRODE I DRUŠTVA –
MOGUĆNOSTI I OGRANIČENJA ................................................................................... 13 Nataša Branković, Svetlana Kostović UPOTREBA SAVREMENE MEDIJSKE TEHNOLOGIJE U CILJU OBEZBEĐENJA
KVALITETA VISOKOG OBRAZOVANJA ..................................................................... 14 Olivera Gajić, Biljana Lungulov PITANJE AUTORSTVA U DIGITALNIM ŽANROVIMA .............................................. 16 Jelena Kleut .................................................................................................................... 16 ULOGA MEDIJA U PREDIZBORNOJ KAMPANJI ........................................................ 17 Ana Lakatoš, Andrea Boršoš MEDIA DIGITALIZION AND EDUCATION .................................................................. 18 Vanja Malobabić ............................................................................................................. 18 DIGITALNE TEHNOLOGIJE U POSLOVNOM SVETU - NOVI OBRASCI
INTERAKCIJE I PROTOKA INFORMACIJA .................................................................. 19 Mia Marić, Jovan Mandić, Mladen Subotić OBRAZOVANJE PUTEM MEDIJA .................................................................................. 21 Mia Marić, Jovan Mandić, Mladen Subotić 1
OBRAZOVANJE I MEDIJI U FUNKCIJI UNAPREĐENJA INTELEKTUALNOG
KAPITALA ......................................................................................................................... 22 Mia Marić, Jovan Mandić, Mladen Subotić PROJECT MANAGEMENT IN DIGITAL ECONOMY ................................................... 24 Dragana Milin, Slobodan Morača, Jasmina Arsenijević SAMOEVALUACIJA U VISOKOM ŠKOLSTVU SA ASPEKTA ISHODA UČENJA ... 25 Lidija Miškeljin, Jasmina Arsenijević, Vesna Srdić COMPATIBILITY OF MEDIA STUDENT'S ATTITUDES WITH THE PRINCIPLES OF
MULTIMEDIA LITERACY ............................................................................................... 27 Mladen Mutavdžić, Ljiljana Lj. Bulatović, Stevan Pecić LJUDSKI KAPITAL: KAPITAL PROMENE: STRAH ..................................................... 29 Leposava Grubić Nešić, Slađana Čabrilo, Sanja Vranješ UTICAJ MAKROEKONOMSKIH I SOCIJALNIH FAKTORA NA DIGITALIZACIJU
TV SIGNALA U SRBIJI – PRVI TALAS SVETSKE EKONOMSKE KRIZE ................. 30 Maja Paunović, Lidija Barjaktarović, Tamara Kliček ELECTRONIC LEARNING ACCESSIBLE TO ALL ....................................................... 32 Jelena Portner Pavićević, Valerija Večei – Funda PROBLEMI ZAKONSKE ZAŠTITE AUTORSKIH PRAVA DIGITALNIH SADRŽAJA
............................................................................................................................................. 34 Zoran Savić INTELIGENTNI PEDAGOŠKI AGENTI U OBRAZOVNOM RAČUNARSKOM
SOFTVERU......................................................................................................................... 35 Jovan Savičić KAKO UČENICI MLAĐIH RAZREDA OSNOVNE ŠKOLE RAZUMEJU INTERNET I
KAKO GA KORISTE ......................................................................................................... 36 Gordana Stepić ULOGA DRUŠTVENIH MREŽA U EVALUACIJI BIBLIOTEČKIH USLUGA ............ 37 Gordana Stokić Simončić................................................................................................ 37 Vesna Vuksan ................................................................................................................. 37 THE USE OF DIGITAL – INTERACTIVE WHITEBOARD IN WORK WITH
CHILDREN WITH DIFFICULTIES .................................................................................. 38 Vojislav Todorović DIGITALNA PREDIZBORNA KAMPANJA SRBIJA 2012 ............................................. 40 Dubravka Valić Nedeljković INFORMACIONE TEHNOLOGIJE U OBRAZOVANJU KAO REZULTAT
DIGITALIZACIJE DRUŠTVA ........................................................................................... 41 Mira Vidaković, Ivan Šćepanović DIGITAL MEDIA AND EDUCATION IN COMMUNICATIVE THEORETICAL
FRAMEWORK ................................................................................................................... 43 Slobodan Vuletić, Vojislav Todorović 2
PROLEGOMENA ZA KRITIČKU PEDAGOGIJU MEDIJA ........................................... 44 Željko Vučković, Milica Andevski 3
DIGITALNE MEDIJSKE TEHNOLOGIJE I DRUŠTVENO OBRAZOVNE
PROMENE – SA ASPEKTA TELEVIZIJSKIH NOVINARA
DIGITAL MEDIA TECHNOLOGY AND SOCIAL AND EDUCATIONAL
CHANGE - FROM ASPECT OF TELEVISION JOURNALISTS
DANICA AĆIMOVIĆ
Fakultet za menadžment, Sremski Karlovci
Rezime: Od svih mas-medija, televizija u najvećoj mogućoj meri zavisi od promena i
uvođenja novih tehnologija. Jednostavno, nastanak i funkcionisanje ovog medija uslovljen
je izumima prirodnih nauka (fizike, elektrotehnike, elektronike) dok sadržajni koncept sledi
razvojni put društvenih nauka (filmologija, mediologija, komunikologija). Novinari u
televiziji poznaju osnovne principe rada novih tehnologija, jer kao stvaraoci medijskog
sadržaja svakodnevno prolaze procese snimanja i montaže. To znači da vladaju teorijom i
metodama transponovanja misaonog procesa u cilju vizuelizacije svojih poruka. U takvim
okolnostima se proces digitalizacije elektronskih medija javio, još pre deset godina, kao
nov način razmišljanju i kao nov pristup audio-vizuelnom komuniciranju. Na toj liniji
razdvajanja se prelomio analogni svet i sav dosadašnji memorijski koncept, usledile su
značajne društveno-obrazovne promene. U kontekstu takvoga preobražaja, poseban
akcenat je na pitanjima neophodnog nivoa obaveštenosti televizijskih novinara u javnom
servisu, od kojih se očekuje da edukuju masovnu populaciju. ŠTA, KOLIKO i ZAŠTO to
novinari moraju da znaju? Ovaj rad donosi fundamentalna pojmovna razjašnjenja, vezana
za pripadajuće medijske tehnologije, sa kojima se susreću televizijski novinari u svom
poslu. Cilj je da se ukaže na značajne promene koje tehnička dostignuća, u oblasti TV
medija, iniciraju u pogledu promene svesti, promene gledišta i kao podstrek društvenom
napretku.
Ključne reči:
digitalizacija.
televizija, elektronika, snimanje, montaža, analogno, digitalno,
Abstract: Out of all mass media, television is the one most dependable on changes and
introduction of new technologies. Simply, the establishment and functioning of the media is
conditioned by inventions of science (physics, electrical engineering, electronics) while the
content concept follows the development path of social sciences (filmology, mediology,
communicology). Television journalists are familiar with the basic principles of the new
technology, because as creators of media content they daily go through process of
recording and editing. This means that they know the theory and methods for transposing
thought process in order to visualize their messages In such circumstances, ten years ago,
emerged the process of digitization of electronic media, as a new way of thinking and a new
approach to audio-visual communication. That was a breaking point for analog world and
all previous memory concepts and was followed by significant social and educational
changes. In the context of such a transformation, the special emphasis is on the issues of
the necessary level of awareness of television journalists in the public service, who are
expected to educate the mass population. WHAT, HOW MUCH and WHY journalists need
to know? This paper presents a fundamental conceptual clarification related to the
associated media technologies found in work of television journalists. The aim is to
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highlight the significant changes that technical progress in the field of TV media initiate in
terms of awareness, change of attitudes and as an incentive of social progress.
Keywords: television, electronics, recording, editing, analogue, digital, digitalization.
5
MEDIA EDUCATION IN THE DISCOURSE OF CULTURAL STUDIES
MILICA ANDEVSKI
Faculty of Philosophy, Novi Sad
ŽELJKO VUČKOVIĆ
Pedagogical Faculty, Sombor
IVAN ŠĆEPANOVIĆ
Faculty of management, Sremski Karlovci
Abstract: This appendix does not claim to represent the scientific concept of media
pedagogy for what is needed much more detailed analysis. The aim is to develop the
starting point in which center are media messages that can be understood as text. It is
particularly important concept of "literacy" that on one hand has a positive connotation,
but on the other, in its original meaning, is too narrow and refers to the linguistic context.
"Cultural Studies" in their analysis can demonstrate the fertility of the expanded notion of
text that overcomes the rivalry of language and images and that in the literary culture finds
creativity and imagination that are present on the adoption of texts.
Acting in a semiological structured reality, excludes in its consistency, simple pedagogical
solutions. It is always difficult to determine, on the basis of said, an initial non-media
reality as primary experience. This, at first untouched world of primary experience, is in
fact constituted semiological world that can be deciphered in its codes.
We assume that for media education is necessary a determined educational activity so that
the media knowledge and skills, which were randomly acquired in everyday life, could
systematize and supplement. It is, on one hand, about creating an understanding of how
and under what rules data will be generated which includes knowledge of computer
science. Whenever it comes to issues where data become information and how the meaning
is attributed to them and how they pass to the practical knowledge, we are moving in the
direction of "semantics" or "pragmatics" of media education. There also will be made
questions about media messages, construction of semantics of media education which
specifically continues to the discussion of the "expanded concept of text" as well as to
works on the theme "Cultural Studies".
Keywords: media education, media pedagogy, Cultural Studies, semantics and pragmatics
of media education
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KEY TOPICS IN DEBATE ON DISTANCE EDUCATION
JASMINA ARSENIJEVIĆ
Faculty of Pre-School Teacher Training in Kikinda
MILICA ANDEVSKI
Faculty of Phylosophy, Novi Sad
DRAGANA MILIN
Faculty of Technical Sciences, Novi Sad
Abstract: Although tremendous growth and development of e-education is evident, together
with increasing enthusiasm of educational institutions to provide these types of services and
a growing interest for this type of education, in recent years there is also a concearn about
its ethical aspects, despite all seemingly positive aspects of e-education.
Change of the very nature of the educational process in distance education/learning also
brings new ethical dilemmas. They are primarily reflected on two areas: learning outcomes
(quality of education) and learning process, and more detailed on: ethics in teacher-student
relation, ethics on the Internet (given that e-learning is supported by Internet and web
services), ethics in using electronic resources (plagiarism), ethics in (mis)use of electronic
data, ethical behavior in exams and so on.
Given the dramatic expansion in recent years, e-education gets a large share of the total
education market, but it is still not there long enough to be able to implement long-term
analysis and formulate precise conclusions about its socio-economic impact on society as a
whole. Many ethical issues are still unanswered. This paper summarizes theorists and
practitioners dilemmas on distance education from an ethical standpoint, and raises new
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ethical questions that have not yet been considered .
Key words: e-education, e-learning, Internet, digital media, ethics, dilemma, higher
education.
1
This paper is the result of research project no. 47020 "Digital media technologies and
social and educational changes" in the project cycle between 2011. and 2014. funded by the
Ministry of Education and Science of Serbia.
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VEZA ORGANIZACIONE KULTURE I NIVOA MOTIVA POSTIGNUĆA U RTV
VOJVODINE – OKVIR ZA ISTRAŽIVANJE
THE CONNECTION BETWEEN ORGANIZATIONAL CULTURE AND
ACHIEVEMENT MOTIVE LEVELS IN RADIO TELEVISION OF VOJVODINA –
RESEARCH FRAMEWORK
OLJA ARSENIJEVIĆ
Fakultet za menadžment, Sremski Karlovci
LJILJANA LJ. BULATOVIĆ
Fakultet za menadžment, Sremski Karlovci
GORAN BULATOVIĆ
Fakultet za menadžment, Sremski Karlovci
Rezime: Cilj ovog rada je postavka okvira istraživanja kojim ćemo proučavati uticaj
dominantno prisutne organizacione kulture, kao i njenih subkultura na nivo motiva
postignuća zaposlenih u RTV Vojvodine. Autori se bave teorijskim okvirom i metodološkim
postavkama planiranog istraživanja. Istraživanje ima za cilj da dijagnostikuje dominantnu
organizacionu kulturu u RTV Vojvodine, prisutne subkulture, da ustanovi nivo motiva
postignuća zaposenih u RTV Vojvodine, definiše stepen povezanosti organizacione kulture i
nivoa motiva postignuća. Istraživanje će se sastojati iz dva dela, a koristićemo dva
specijalizovana upitnika.
U ovom radu autori će definisati pojam organizacione kulture, baviće se njenim nastankom
i razvojem. Pažnja autora biće usmerena i na definisanje motiva postignuća. Nadalje,
autori će se osvrnuti na dosadašnja istraživanja istog ili sličnog tipa.
Postavićemo predmet, problem, ciljeve i zadatke istraživanja, kao i hipotetički okvir.
Opisaćemo istraživački korpus i dati detaljan opis planiranog istraživanja, sa očekivanim
rezultatima.
Primenu ovog istraživanja autori vide u radu menadžmenta RTV Vojvodine, koji dobijene
rezultate može da iskoristi za razvoj performansi rada zaposlenih sa ciljem povećanja
njihovog učinka, odnosno za rad na razvoju zadovoljstva auditorijuma i citiranosti
informativnog programa kuće.
Ključne reči: organizaciona kultura, motivacija, motiv postignuća, menadžment ljudskih
resursa,
Abstract: The aim of this paper is to create the base for research which will examine the
influence of dominant organizational culture and its subcultures on the level of employees’
achievement motivation in Radio Television of Vojvodina. The authors deal with the
theoretical and methodological framework of the research. The aim of the research is to
identify the dominant organizational culture in Radio Television of Vojvodina and
subcultures. Moreover, the purpose of the paper is to identify the degree of the connection
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between organizational culture and achievement motive levels. The study consists of two
parts, and two specialized questionnaires have been used.
The authors have defined the concept of organizational culture and its beginnings and
development have been explained. Furthermore, they have defined the achievement motive
and they have analysed current research in this field.
The subject, problem, goals of the research, as well as hypothetical framework have been
established. A detailed description of the research and expected results has been
presented.
This research can be applied in the work of radio Television of Vojvodina management.
The results can be used in order to increase the employees’ performance. Thus, the
audience satisfaction and the quotation of the informative programme are going to
increase.
Keywords: organizational culture, motivation, achievement motivation, human resource
management.
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MULTIMEDIJALNA PISMENOST - JEDAN OD IZAZOVA DIGITALNOG
DRUŠTVA
MULTIMEDIA LITERACY - ONE OF THE CHALLENGES OF THE DIGITAL
SOCIETY
MOMČILO BAJAC
Fakultet za menadžment, Sremski Karlovci
IVAN ŠĆEEPANOVIĆ
Fakultet za menadžment, Sremski Karlovci
VESNA ŠĆEPANOVIĆ
Fakultet za menadžment, Sremski Karlovci
Rezime: Poslednja tehnološka revolucija ili digitalna revolucija omogućila je
konvergenciju medija ka novom mestu susreta pošiljalaca i primalaca informacija, a to je
Internet. Promena paradigme u komuniciranju zahteva promene u svi oblastima života –
biznis, obrazovanje, nauka, umetnost, itd. Digitalizacijom poruke po prvi put u istoriji
komuniciranja u jednu poruku možemo da integrišemo sliku, zvuk, tekst i da u jednom
virtuelnom prostoru uspostavimo interaktivno, multimedijalnu i multilateralnu
komunikaciju. To sa druge strane omogućava aktivno učenje koje podrazumeva traganje za
informacijom, selekciju informacija i izgradnji novih saznajnih struktura. Tako
struktuirano znanje stečeno ličnim kognitivnim angažmanom ostaje trajno vlasništvo onoga
koji uči.
Ključne reči: Digitalizacija, Multimedija komunikacija, učenje
Abstract: The last technological revolution - the digital revolution has enabled the
convergence toward senders and recipients of information new meeting place - the Internet.
A communication paradigm shift requires changes in all life areas - business, education,
science, art, etc. Digital message, for the first time in the history of communication, in a
single file can integrate image, sound, text. Virtual space establish an interactive,
multimedia and multilateral communication. This enables active learning which involves
information searching, the information selection and new cognitive structures building
process. That structured knowledge achieved by personal cognitive engagement remains
the learner permanent property.
Keywords: Digitization, Multimedia, Communication, Learning
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MEDIJSKA EDUKACIJA ZA RAD U KRIZNIM SITUACIJAMA
MEDIA EDUCATION FOR WORK IN CRISIS SITUATIONS
VLADIMIR BAROVIĆ
Filozofski fakultet, Novi Sad
VLADIMIR MARKOVIĆ
Prirodno-matematički fakultet, Novi Sad
VIRĐINIJA POPOVIĆ
Filozofski fakultet, Novi Sad
Rezime: U radu definišemo krizu, rizik i krizne situacije sa akcentovanjem uloge medija u
različitim oblicima kriza. Smatramo da su novinari nedovoljno pripremljeni za izveštavanje
u krizama i zato smo izneli oblike edukacije za rad u tim specifičnim okolnostima. Izložili
smo oblike angažovanja medija, kao i sistem rada deska u vanrednim okolnostima i
situaciji izmene programske šeme. Naveli smo primere iz prakse i na osnovu svih izloženih
elemenata izneli stav po pitanju perspektiva za izveštavanje medija sa kriznih situacija
visokog rizika. Na kraju smo izneli preporuke za aktivniji pristup lokalnih medija koji treba
da budu osnova rada na kriznim situacijama.
Ključne reči: mediji, edukacija, medijske perspektive, novinari, krizne situacije.
Abstract:This paper defines crisis, risk and crisis situations, and as a part of them, in the
stressed role of media in different forms of crisis. We think that the journalists are not
prepared enough for reporting in crisis, thus we presented the types of education for
working in such specific circumstances. We presented forms of media engagement, as well
as the system how newsroom should function during the state of emergency and the change
in the programming schedules. We listed some examples from the practice, and based on
the elements given, we gave our opinion on perspectives in media reporting as high-risk
crisis situations. At the end, we made recommendations for more active approach of local
media, which should be the base for reporting in crisis situations.
Key words: media, education, media perspectives, journalists, crisis situations.
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DIGITALIZATION AND CONTEMPORARY ISSUES OF MEDIA ETHICS IN
REPORTING IN CRISIS SITUATIONS
VLADIMIR BAROVIĆ
Faculty of Philosophy, Novi Sad
DEJAN PRALICA
Faculty of Philosophy, Novi Sad
Abstract: This paper remarks that the digitalization and large-scale commercialism of
electronic and printed media leads to uncompromising struggle for market, in which many
of ethical codes are being violated. Such situation arises in all fields of work in media, but
particularly extreme cases are noticeable in crises which often lower the ethical criteria of
acceptable photographs, recordings and the follow-up texts that are being released in
media. In this paper, based on analysis of digitalization contents in media we discuss
whether it is necessary to include new normative in present ethical codes, which would
sanction the extreme examples of ethics violation. In the end, we accomplished connection
between the need for bigger popularity/numerous edition in digitalization era and
cherishing the dignity of contemporary moral subject whose existence is jeopardized in
ruthless media commercialism.
Key words: digitalization, crises, ethics, media, normative, journalism, codes.
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INTEGRACIJA RAČUNARA U NASTAVNI PROCES PRIRODE I DRUŠTVA –
MOGUĆNOSTI I OGRANIČENJA2
INTEGRATION OF COMPUTERS IN PRIMARY SCIENCE TEACHING
PROCESS -POSSIBILITIES AND LIMITATIONS
NATAŠA BRANKOVIĆ
Pedagoški fakultet, Sombor
SVETLANA KOSTOVIĆ
Filozofski fakultet, Novi Sad
Rezime: U radu su analizirane mogućnosti i ograničenja učenja uz pomoć računara u
nastavi prirode i društva kako bi se ukazalo na opreznost primene novih informacionih
tehnologija u obrazovnom kontekstu. Specifičnost programskih sadržaja nastave prirode i
društva, neophodnost direktnog dodira sa prirodnim i društvenim pojavama, potreba
primene istraživačkog učenja i podizanja frekvencije primene kooperativnih oblika rada
postavlja pred učitelja visoke zahteve za organizacijom nastave i menadžmentom
obrazovnog procesa prirode i društva. Iz tog razloga su u radu date preporuke za takvu
organizaciju, zasnovane na poukama dosadašnjih istraživanja, kao i na ličnom empirijskom
iskustvu.
Ključn ereči: Nastava uz pomoć računara, nastava prirode i društva.
Abstract: This paper analyzes the possibilities and limitations of computer-assisted
learning in primary science teaching in order to show the prudence of applying new
information technologies in the educational context. The specific curriculum of primary
science need for direct contact with the natural and social phenomena, need to apply
research learning and raisingt he frequency of application of cooperative forms of work
before the teacher sets high requirements for the organization of teaching and educational
management processes of primary science teaching. For that reason,the paper gives
recommendations for organization, based on the lessons of previous research, as well as a
personal on empirical experience.
Keywords: computer-assistedteaching, the primary science teaching.
2
Rad je nastao kao rezultat rada na projektu,,Digitalne medijske tehnologije i društvenoobrazovne promene”, broj 47020 (2011-2014) čiju realizaciju finansira Ministarstvo za
nauku i tehnološki razvoj RS.
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UPOTREBA SAVREMENE MEDIJSKE TEHNOLOGIJE U CILJU
OBEZBEĐENJA KVALITETA VISOKOG OBRAZOVANJA3
THE USE OF MODERN MEDIA TECHNOLOGY AS THE QUALITY
ASSURANCE OF HIGHER EDUCATION
OLIVERA GAJIĆ
Filozofski fakultet Univerzitet u Novom Sadu
BILJANA LUNGULOV
Filozofski fakultet Univerzitet u Novom Sadu
Rezime: Kada govorimo o visokom obrazovanju u današnjem kontekstu koje odlikuju
reforme i razvoj, kada ga pokušamo definisati i odrediti u svetlu aktuelnih društvenih
promena, ne možemo zanemariti ili isključiti efekte tehnologije i medija na čitavo društvo,
a time i na područje visokog obrazovanja. U situaciji takvog razvoja, potpuno je realno
očekivati da savremene tehnologije preuzimaju veliku ulogu u realizaciji obrazovnih ciljeva
i postaju činilac koji prožima i povezuje svaki aspekt obrazovanja. Stoga u današnje vreme
ne možemo zamisliti kvalitetno i konkuretno obazovanje koje nudi studentima potrebna
znanja i kompetencije za život u 21. veku, a da pri tome u takvo obrazovanje ne uključimo
savremenu tehnologiju i nove medije.
U poslednje vreme se dosta govori o značaju i kvalitetu visokog obrazovanja, o aktuelnim
reformama, deklaracijama i konvencijama, koje sve imaju za cilj da visoko obrazovanje
postave u centar društvenog napretka. Stoga u radu posebne aspekte posvećujemo
rasvetljavanju upotrebe savremenih medijskih tehnologija, usluga koje se pružaju
studentima, nastavnih metoda i sredstava koji se upotrebljavaju, što sve ima za cilj
ukazivanje na njihov veliki uticaj na obezbeđenje kvaliteta obrazovanja.
Ključne reči: tehnologija, novi mediji, visoko obrazovanje, kvalitet, nastava.
Abstract: When the higher education is discussed in the current context, which is
characterized by reforms and development, when it tends to be defined and determined in
light of current social changes, it is not possible to ignore or exclude the effects of
technology and media on the entire society, including the area of higher education. In the
situation of such development, it is reasonable to expect from modern technologies to take
over a major role in the implementation of educational objectives, as well as to become a
factor that permeates and connects every aspect of education. Therefore, today it is not
possible to imagine a qualitative and competitive education which offers to students all
3
Rad je nastao kao deo istraživanja na projektu DIGITALNE MEDIJSKE TEHNOLOGIJE
I DRUŠTVENO OBRAZOVNE PROMENE, a posebno u okviru podprojekta pod nazivom
DRUŠTVENI I OBRAZOVNI ASPEKTI UPOTREBE DIGITALNIH MEDIJSKIH
TEHNOLOGIJA koji se realizuje na Filozofskom fakultetu u Novom Sadu i finansiran je
od strane Ministarstva za prosvetu i nauku Republike Srbije (2011-2014).
14
necessary knowledge and competencies for the life in the 21st century, without including
modern technologies and new media in such education.
Recently, there are many discussions on the importance and quality of higher education,
the current reforms, declarations and conventions, all of which aim to put higher education
at the center of the social progress. Therefore, the paper specially emphasizes specific
aspects which enlighten the use of modern media technologies, services provided to
students, applied teaching methods and resources, which aim is to point to their major
impact on the provision of the quality education.
Key words: technology, new media, higher education quality, teaching.
15
PITANJE AUTORSTVA U DIGITALNIM ŽANROVIMA
THE QUESTION OF AUTHORSHIP IN DIGITAL GENRES
JELENA KLEUT
Odsek za medijske studije, Filozofski fakultet, Univerzitet u Novom Sadu
Rezime: Ovaj rad zasnovan je na široj definiciji žanra, ne kao tipične matrice forme i
sadržaja, već žanra kao vrste društvenog delovanja, koje ima određene društvene ciljeve.
Kako autori primećuju, u okruženju novih medija pitanja pošiljalaca i primalaca postaje
veoma relevantno pošto proizvodnja žanrova i njihova reprodukcija postaje sve fluidnija i
umreženija. Stabilnost prethodnih žanrova je, makar delimično, obezbeđena autoritetom
proizvođača koji, stvarajući određeni žanr, legitimiše njegovu društvenu svrhu i stabilizuje
značenja unutar žanra za nameravane primaoce. Kako uloga autora postaje disperzovana
u mrežnom ko-stvaranju, između nameravanog delovanja i ostvarenog delovanje, koje je
problematično i u nekim tradicionalnim žanrovima, pojavljuju se velike razlike. Mogu se
uočiti dva paralelna, čak i sučeljena procesa. Sa jedne strane, obezbeđivanje stabilnosti u
komuniciranju ostvaruje se sve većim oslanjanjem na žanr. Sa druge strane, korisnici
odbacuju ponuđene putanje i u individualnim i kolektivnim promenama nastaju nove
žanrovske ekologije.
Ključne reči: novi mediji, digitalni žanr, autorstvo, ko-kreiranje
Abstract: This paper starts from the broader view of the genre, not as a typical formcontent matrix, but as type of social action, intended for specific social purposes. As
already noticed by the scholars, in new media environment the question of senders and
receivers becomes highly relevant, as the production and re-production of genres becomes
ever more fluid and networked. The stability of previous genres is, at least in part, achieved
by the authority of the producer who, by enacting a genre, legitimizes its social purposes
and stabilizes the meanings within the genre for the intended recipients. As the function of
author becomes dispersed in networked co-creation, action intended and action achieved –
already problematic in some traditional genres – become highly divergent. Two parallel or
even competing processes can be identified. On one hand, the burden of providing stability
in communication is being met by increased reliance on genre. On the other hand, users
are resisting the paths that are offered and, in individual and collective repurposing, new
genre ecologies emerge.
Key words: new media, digital genre, authorship, co-creation
16
ULOGA MEDIJA U PREDIZBORNOJ KAMPANJI
THE ROLE OF MEDIA IN ELECTION CAMPAIGNS
ANA LAKATOŠ
Fakultet za menadžment, Sremski Karlovci
ANDREA BORŠOŠ
Fakultet za menadžment, Sremski Karlovci
Rezime: Danas je skoro nemoguće zamisliti predizbornu kampanju bez uloge medija i
njenih tehnoloških svojstava koja svojoj publici prenose neophodne informacije, utiču na
njih, kreiraju njihovu svest i pomažu im da se opredele na izborima za određenu političku
partiju. Postavlja se pitanje da li je uopšte i moguće pričati o medijima koji zauzimaju, ili
bi bar trebalo, nepristrasan stav prema političkim strankama, koje bi objektivno
informisale i predstavljale kandidate. Mediji prolaze različita iskušenja, ali im je uloga i
dalje presudna u informisanju o napretku izbornih kampanja. Ipak, često su vidljivi
politički, a naročito finansijski uticaji što dovodi do poremećaja ravnoteže medijskog
izveštavanja. Danas, moderni čovek je konstantno bombardovan informacijama putem
štampanih ili digitalnih medija, a ovaj napad informacija posebno je izražen u vreme
predizborne kampanje. Ono što je lako primetiti jeste da se dnevna politika polako zavlači
u medije koji su zabavnog ili edukativnog karatkera. Biti informisan, biti politički aktivan,
danas je od presudnog značaja kako za poslovni tako i privati život.Međutim, velik je slučaj
zlouptrebe medija, njenog prostora, manipulacije, gde se kreira lažni argument koji
doprinosi njihovom interesu. Za dobru demokratiju uslov jesu slobodni mediji koji nose
otisak prirode, karaktera i mogućnosti jednog društva.
Ključne reči: predizborna kampanja, mediji, politički marketing.
Abstract: Today it is almost impossible to imagine a campaign without the role of the
media and its technological features that convey to his audience the necessary information
which affecting them, create their awareness and help them to decide on the choice for a
particular political party. The question is whether it is possible to talk about the media
have, or at least should, unbiased attitude towards political parties, which would
objectively inform and represent candidates. Media experience various trials, but their role
remains crucial in informing about the progress of election campaigns. However, they are
often politically visible, especially financial impacts resulting in an imbalance of media
coverage. Today, modern man is constantly bombarded by information from printed or
digital media, and this attack of information is especially evident during the election
campaign. What is easy to see that daily politics is slowly crawl in the media which is
entertaining or educational. Be informed, be active politically, has been crucial for the
business and private life. However, a major case of abuse of the media, its space,
manipulation, where it creates a false argument that contributes to their interests. Good
condition for democracy, free media are bearing the imprint of the nature, character and
features of a society.
Keywords: election campaigns, media, political marketing.
17
MEDIA DIGITALIZION AND EDUCATION
VANJA MALOBABIĆ
PC Sports and business Center of“Vojvodina“Sports Center“Sajmiste“, Novi Sad
Abstract: Digital media sets foundations for the creation of a new and different
environment that suits the needs and habits of contemporary generations of students
matured at the time of intensive growth of Internet use. Their growing up and intellectual
development, regardless of different social and cultural environments which they come
from, are today more than even affected by different technologies, skills of their use and
individual expectations of students. New generations have new needs. They have grown on
networked markets and they realize that they can obtain more information, better
information and more support from each other than any other company of enterprise.
Activities related to learning increasingly relied on modern achievements and digital
technology are practically increasingly difficult to structure and determine in advance.
Activities of independent management and problem-solving are considered to be focus
point in knowledge acquisition through contemporary learning process. Studies tell us that
teachers in Serbia mostly have basic knowledge about the use of information and
communication technologies and that they cannot follow their students their students who
grow up with digital media. Modern digital media have the most influential carriers,
sources and knowledge mediators. Therefore, we believe that digital literacy of teachers
and students, as well as designing and practicing on digital technologies, is a foundation
for teaching process and learning without which it is not possible to build educational
systems and processes in XXI century.
Keywords: digital media,,intellectual development,new generations.
18
DIGITALNE TEHNOLOGIJE U POSLOVNOM SVETU - NOVI OBRASCI
INTERAKCIJE I PROTOKA INFORMACIJA
DIGITAL TECHNOLOGIES IN THE BUSINESS WORLD - NEW FORMS OF
INTERACTION AND FLOW OF INFORMATION
MIA MARIĆ
Pedagoški fakultet, Sombor
JOVAN MANDIĆ
Pedagoški fakultet, Sombor
MLADEN SUBOTIĆ
Pedagoški fakultet, Sombor
Rezime: Prilično je široko prihvaćeno da se razvijeni svet menja iz industrijske ekonomije
zasnovane na čeliku, rudnicima i teškoj industriji u novu ekonomiju koja se temelji na
plastici, kompjuterima i internetu. Sa novom tehnologijom dolazi i nova dinamika, nova
pravila i novi drajveri za uspeh. Uočavamo da je digitalizacija informacija, u kombinaciji
sa internetom, predstavlja oblik opšte namene tehnologije što je dovelo do ogromnog novog
niza mogućnosti koje možemo nazvati novom ekonomijom. Nivo interakcije i povezanosti
između učesnika i ideja se drastično povećava. Gledano na ovakav način, nova ili digitalna
ekonomija se zasniva na dinamici, a ne statičnosti. Nova ekonomija se više temelji na
novim aktivnostima i proizvodima, nego na većoj produktivnosti. Ono što je svakako novo
u novoj ekonomiji je širenje upotrebe interneta, novi oblik povezivanja različitih učesnika
na tržištu i njihovih ideja. Ogromna količina informacija se može da se kompresuje i
prenese velikom brzinom . Kvalitet informacija je daleko bolji nego u doba analognog
prenošenja informacija. Mnogi različiti oblici informacije mogu da se kombinuju,
stvarajući, multimedijalne dokumenate. Sve ovo su alati koji doprinose stvaranju nove
ekonomije zasnovane na novim dostignućima u svetu tehnologije.
Ključne reči: nova ekonomija, internet, tehnologija, informacije.
Abstract: It's pretty widely accepted that the developed world is changing from an
industrial economy based on steel, mining and heavy industry in the new economy based on
plastics, computers and the Internet. With new technology comes new dynamics, new rules
and new drivers for success. We note that the digitization of information, combined with the
Internet represents a form of general purpose technologies, which led to a massive new set
of capabilities that can be called new economy. The level of interaction and connection
between actors and ideas dramatically increased. Viewed in this way, new or digital
economy is based on the dynamics, not static. The new economy is based more on new
activities and products, rather than higher productivity. What is certainly new in the new
economy is the expansion of Internet use, a new way of connecting the various market
participants and their ideas. The vast amount of information can be compressed and
transmitted at very high speed. Information quality is far better than at the age of
transferring information analogy. Many different types of information can be combined,
creating, multimedia documents. All these are tools that contribute to creating a new
economy based on new developments in the world of technology.
19
Keywords: new economy, internet, technology, information.
20
OBRAZOVANJE PUTEM MEDIJA
EDUCATION THROUGH MEDIA
MIA MARIĆ
Pedagoški fakultet, Sombor
JOVAN MANDIĆ
Pedagoški fakultet, Sombor
MLADEN SUBOTIĆ
Pedagoški fakultet, Sombor
Rezime: Razvoj svetske moderne ekonomije zahteva obrazovanu radnu snagu. Poslednjih
nekoliko godina svedoci smo sve većeg ulaganja u obrazovanje i sve većeg broja studenata.
Trendovi korišćenja informacija i internet tehnologija u procesu obuke i u procesu učenja
se znatno razvijaju i zauzimaju značajno mesto u sistemu obrazovanja. Obrazovanje putem
interneta, se u današnjoj informacionoj eri predstavlja kao najznačajnije okruženje za
učenje. Takvo okruženje omogućava učenicima i studentima učenje bez ograničenja.
Obrazovanje putem interneta javlja se kao odgovor na zahtev učenika i studenata za većim
brojem različitih kurseva. Cilj ovog rada je upravo da prikaže kako nove internet
tehnologije i mediji utiču na obrazovanje i na koji način. U radu će takođe biti prikazano
koje su razlike i koristi obrazovanja putem medija u odnosu na tradicionalan način učenja
u učionicama. U novoj eri brze tehnologije i eri minimalizacije razdaljine korišćenjem
interneta, svako mora biti stručan i obučen znanjem iz oblasti datih tehnologija i medija
kako bi preneo svoja znanja i postigao odgovarajuće rezultate.
Ključne reči: obrazovanje, mediji, internet tehnologije.
Abstract: The development of the modern global economy requires an educated workforce.
The last few years have witnessed increasing investment in education and increasing
student numbers. Trends in use of information and Internet technologies in the process of
training and learning is much more developed and occupy a significant place in the
education system. Education using the Internet, in today's informational age is the most
significant learning environment. Such an environment allows students to learn without
limits. Education through the Internet occurs in response to the request of students for
more different courses. The aim of this paper is to show how internet technology and new
media influence on education and on which way. In the paper will also be shown the
differences and benefits of education through the media in relation to the traditional way of
learning in the classroom. In the new era, an era of rapid technology and distance
minimization over internet, everyone must be trained and skilled with knowledge in the field
of given technologies and media so they could convey their knowledge and achieve
appropriate results.
Keywords: education, media, internet technology.
21
OBRAZOVANJE I MEDIJI U FUNKCIJI UNAPREĐENJA INTELEKTUALNOG
KAPITALA
EDUCATION AND MEDIA AS FACTORS FOR IMPROVEMENT OF
INTELLECTUAL CAPITAL
MIA MARIĆ
Pedagoški fakultet, Sombor
JOVAN MANDIĆ
Pedagoški fakultet, Sombor
MLADEN SUBOTIĆ
Pedagoški fakultet, Sombor
Rezime: Cilj ovog rada je prikazivanje značaja kontinuiranog obrazovanja i upotrebe
digitalnih medijskih tehnologija u kontekstu podizanja intelektualnih potencijala individue i
društva. Intelektualni kapital u najširem smislu predstavlja sva ona znanja, sposobnosti i
veštine koje ljudi poseduju, i nesumnjivo je jedan od najznačajnijih resursa savremenog
društva. Obrazovanje shvaćeno kao permanentno usvajanje različitih znanja i sticanje
veština tokom celoga života, ima ključnu ulogu u podizanju intelektualnog kapitala. Ono ne
sme prestati sa završetkom formalnog školovanja, već putem kontinuirane formalne i
neformalne edukacije treba da se nastavi tokom celoga života.U tom procesu, naročitu
ulogu danas imaju savremeni mediji, prvenstveno digitalne tehnologije, sa kojima sve veći
broj ljudi dolazi u kontakt i koje pružaju značajne mogućnosti realizacije formalnog i
neformalnog obrazovanja, a time i unapređenja intelektualnih resursa pojedinca i društva.
Intelektualni kapital se mora uvećavati, i to ne samo kako bi ljudski potencijal odgovorio
na savremene zahteve društva,već da bi igrao ulogu nosioca razvoja društva i promena
savremenog doba, koje se odigravaju velikom brzinom. Međutim, stiče se utisak da se još
uvek u nedovoljnoj meri uviđa značaj unapređivanja intelektualnog potencijala
stanovništva zemalja koje prolaze kroz proces tranzicije, iako je upravo za ove zemlje na
prekretnici razvoja, od posebnog značaja ulaganje u ljudske resurse.
Ključne reči: obrazovanje, mediji, intelektualni kapital.
Abstract: The aim of this paper is to present the importance of continuing education and
use of digital media technologies in the context of raising intellectual potential of
individuals and society. Intellectual capital in general sense presents the knowledge, skills
and abilities that people possess, and is undoubtedly one of the most important resource of
modern society. Education understood as the permanent adoption of the various knowledge
and skills throughout whole life, plays a key role in raising the intellectual capital. It
should not stop with the completion of formal schooling, but through continuous formal and
informal education should continue throughout whole life. In this process, specific
functions now have a modern media, particularly digital technology, with whome a
growing number of people coming into contact and which provide significant opportunities
for the implementation of formal and informal education, thus improving the intellectual
resources of individuals and society. Intellectual capital must increase, not only to human
resources responded to the demands of modern society, but to play the role of leader of
22
social development and changes of modern times, taking place at high speed. However, it
seems to be still insufficiently recognizes the importance of improving intellectual potential
of the population in countries undergoing transition, although investment in human
resources have special importance precisely for those countries at the crossroads of
development.
Keywords: education, media, intellectual capital.
23
PROJECT MANAGEMENT IN DIGITAL ECONOMY
DRAGANA MILIN
Faculty of Technical Sciences
SLOBODAN MORAČA
Faculty of Technical Sciences
JASMINA ARSENIJEVIĆ
PreSchool Teacher Training College in Kikinda
Abstract: Conducting business in the digital economy means using software tools in order
to enhance an organization’s operations. Today, more and more organizations conduct
their business activities through projects. The intensity of changes both in the company and
in the business environment leads to increased scope and complexity of projects. Effective
and efficient management of such projects is difficult, even impossible, without the support
of software tools for project management.
This paper presents a research, which was conducted in Serbia in 2011 with the aim to
determine whether the software tools for project management are being used, and if they
are, which are the most frequently used. It was found that over 70% of respondents in their
work does not use any software tools for project management, although it is clear that by
not doing so they directly reduce the quality of project management process, which has
negative effects on the project results4.
4
This paper is the result of research project no. 47020 "Digital media technologies and
social and educational changes" in the project cycle between 2011. and 2014. funded by the
Ministry of Education and Science of Serbia.
24
SAMOEVALUACIJA U VISOKOM ŠKOLSTVU SA ASPEKTA ISHODA UČENJA
SELF-EVALUATION IN HIGHER EDUCATION FROM THE ASPECT OF
LEARNING OUTCOMES
LIDIJA MIŠKELJIN
Visoka škola strukovnih studija za obrazovanje vaspitača u Kikindi
JASMINA ARSENIJEVIĆ
Visoka škola strukovnih studija za obrazovanje vaspitača u Kikindi
VESNA SRDIĆ
Visoka škola strukovnih studija za obrazovanje vaspitača u Kikindi
Rezime: Samovrednovanje, kao unutrašnja evaluacija, veoma je efikasan, i u teoriji i
praksi menadžmenta široko poznat instrument za procenu kvaliteta rada organizacija i
važan deo povratne sprege koju treba uzeti u obzir prilikom planiranja budućeg rada.
Samoevaluacija je važan faktor koju sve uspešne obrazovne ustanove širom sveta
primenjuju u svojim mehanizmima kontrole kvaliteta, a ono u sferi visokog obrazovanja
postaje imperativ i neophodan uslov za akreditaciju visokoškolskih ustanova, od skoro i u
Srbiji. Ipak, ona je za sada i dalje nepoznanica i veliki izazov za većinu visokoškolskih
ustanova u Srbiji, a njeni mehanizmi i procedure još nisu institucionalizovani niti
standardizovani, te svaka ustanova, na svoj način i u skladu sa svojim kapacitetima,
pokušava da izađe u susret novim zahtevima koji se pred nju postavljaju. Ono što se za
sada prepoznaje kao najveći izazov za većinu visokoškolskih ustanova Srbije jeste pravilno
promišljanje i jasno definisanje ishoda učenja, i njegovo usaglašavanje sa ciljevima i
sadržajima studijskih programa.
Ovaj rad nastao je kao proizvod rada autora na trogodišnjem projektu samoevaluacije
Visoke škole strukovnih studija za obrazovanje vaspitača u Kikindi koji je još uvek u toku, a
za čije potrebe je razvijena lepeza različitih instrumenata. U radu su prikazani delovi
instrumenata i metodologija samoevaluacije sa aspekata ciljeva, ishoda i sadržaja učenja
kao važni pokazatelji efektivnosti i efikasnosti učenja svake obrazovne ustanove i slaba
tačka većine visokoškolskih ustanova u Srbiji. Osnovni cilj ovog rada, proizašao i
motivacije autora da sa kolegama podele svoje ideje, jeste obznanjivanje jednog
potencijalnog metoda samoevaluacije i preduzimanje prvog koraka ka standardizaciji ovog
procesa5.
Ključne reči: Samoevaluacija, visoko obrazovanje, ishodi učenja, efektivnost, efikasnost,
kvalitet, učenje.
Abstract: Self-evaluation, as an internal evaluation, is highly effective, and both in
management theory and practice a widely known instrument for assessing the quality of
5
Rad je nastao kao rezultat interdisciplinarnog naučno-istraživačkog projekta br. 47020
„Digitalne medijske tehnologije i društveno obrazovne promene“ finansiranom od strane
Ministarstva prosvete i nauke Srbije.
25
their work and an important part of the feedback to be taken into account when planning
future work. Self-evaluation is an important factor that all successful educational
institutions around the world apply in their quality control mechanisms, and that in higher
education is an imperative and a necessary condition for the accreditation of higher
education institutions, and lately even in Serbia. However, self-evaluation is currently not
well known and remains a major challenge for most institutions of higher education in
Serbia. Its mechanisms and procedures have not been institutionalized or standardized, so
every institution, in its own way and in accordance with its own capacity, is trying to meet
new requirements that are before it. What is now considered as the biggest challenge for
most higher education institutions in Serbia is a proper reflection and a clear definition of
learning outcomes, and their coordination with the objectives and content of study
programs.
This paper is the product of work of a three-year project of self-evaluation of Pre-School
teacher training College in Kikinda', which is still in progress, and for which a large
variety of different instruments has been developed. This paper presents the components of
self-evaluation tools and methodologies in terms of objectives, outcomes and content of
learning that are important indicators of effectiveness and efficiency of learning of each
educational institution and the weak point of most higher education institutions in Serbia.
The main objective of this work, which is a result of the motivation of the authors to share
their ideas with their colleagues, is announcing a potential method of self-evaluation and
taking the first steps towards standardization of the process.
Keywords: Self-evaluation, higher education, learning outcomes, effectiveness, efficiency,
quality, learning.
26
COMPATIBILITY OF MEDIA STUDENT'S ATTITUDES WITH THE
PRINCIPLES OF MULTIMEDIA LITERACY
MLADEN MUTAVDŽIĆ
Fakultet za menadžment, Sremski Karlovci
LJILJANA LJ. BULATOVIĆ
Fakultet za menadžment, Sremski Karlovci
STEVAN PECIĆ
Fakultet za menadžment, Sremski Karlovci
Rezime: U 21. veku medijske kulture, pet centralnih koncepata i pet ključnih pitanja
medijske pismenosti, koje je utemeljio Centar za medijsku pismenost (CML), postavljaju se
kao ''vodeća pitanja'' koja nam pomažu da otkrijemo šta se krije iza medijskih sadržaja koji
nas svakodnevno okružuju. Cilj je razumeti medijske poruke, otkriti zašto, ko i sa kojim
ciljem je poslao (multi)medijsku poruku koja je došla baš do nas, da bismo izbegli
manipulaciju koja nas iščekuje na svakom ćošku današnjice.
Sprovedeno je istraživanje koje ima za cilj proveru medijske pismenosti kod studenata i
studentkinja medija u Novom Sadu, kao i proveru postojanja medijskog opismenjavanja
tokom studija kod ovog uzorka ispitanika.
Istraživanja su pokazala da ispitani studenti teorijski poznaju osnovne principe medijske
pismenosti, ali ne u meri da bi mogli pravilno da ih primenjuju. Suština je da svaki
obrađeni fakultet i studijski program drugačije tretira medijsko opismenjavanje, a razlog
jesu izlazni profili studenata - u mnogo manjoj meri se o medijima i medijskoj pismenosti
uči uopšteno.
Da bismo postajali medijski pismeniji, potrebno je uključiti proces medijskog obrazovanja,
koje bi trebalo da se uvodi i u osnovne škole, pa makar kao jedan jedini predmet - Medijska
pismenost.
Ključne reči: Mediji, Medijska pismenost
Abstract: In the 21st century media culture, five central concepts and five key questions of
media literacy, founded by the Center for Media Literacy (CML), are set as „leading“
questions that help us discover what hides behind the media content that surround us on
daily basis. The goal is to understand media messages, find out why, who and to what
purpose sent (multi) media message that came to us, in order to avoid the manipulation that
awaits us at every corner today.
A study that aims to check the media literacy of students of the media in Novi Sad has been
carried out, as well as the presence of media literacy throughout the study of these
examinees.
Research has shown that the tested students know the basic principles of media literacy,
but they use them “properly” to a lesser extent. In essence, every college and study
27
analyzed treat the media literacy program differently, the reason being the output
profiles of students - the media and media literacy are not as much taught in general.
In order to become more media literate, it is necessary to include the process of media
education, which should be introduced in primary schools as well, even as a single subject
-Media Literacy.
Keywords: Media, Media Literacy
28
LJUDSKI KAPITAL: KAPITAL PROMENE: STRAH
HUMAN CAPITAL: CHANGE CAPITAL: FEAR
LEPOSAVA GRUBIĆ NEŠIĆ
Fakultet tehničkih nauka, Novi Sad
SLAĐANA ČABRILO
Univerzitet Edukons, Fakultet za uslužni biznis, Sremska Kamenica
SANJA VRANJEŠ
Sintelon, Novi Sad
Rezime: Ljudski kapital predstavlja koncept prvenstveno zasnovan na ekonomskim
kriterijumima, ali koji uvažava i pristup zasnovan na psihološkim, socijalnim i
kulturološkim kriterijumima. Osnovu ljudskog kapitala čine emocije, koje u najvećoj meri
određuju procese promena kod čoveka. U radu se analizira jedan specifičan aspect
ljudskog kapitala vezan za negativnu emociju koju prepoznajemo kao strah. Autori
postavljaju pitanje čemu tačno služi strah u procesu promena, da li je on samo osnova za
otpore promenama ili ima pokretačku funkciju za pojedinca. Ako se strah može meriti
vremenom trajanja, ili intenzitetom, ili posledicama koje se prepoznaju u ponašanju, da li
to znači da je njime moguće upravljati, što je i osnovni zahtev kada je u pitanju ljudski
kapital?
Ključne reči: ljudski kapital, strah, promene
Abstract: Human capital is a concept, primarily based on economic criteria, but it also
recognizes the approach based on the psychological, social and cultural criteria. Base of
human capital are emotions, which largely determine the processes of change in man. This
paper deals with one specific aspect of human capital, associated with negative emotion
that we recognize as fear. The authors raise the question of what is exactly the use of fear
in a process of change, is it only the base for resistance to change, or a driving function for
the individual. If fear can be measured with duration, or intensity, or consequences that are
recognized in the behavior, does that mean that it can actually be controlled, which is the
basic requirement when it comes to human capital?
Keywords: human capital, change, fear
29
UTICAJ MAKROEKONOMSKIH I SOCIJALNIH FAKTORA NA
DIGITALIZACIJU TV SIGNALA U SRBIJI – PRVI TALAS SVETSKE
EKONOMSKE KRIZE6
TV SIGNAL DIGITALIZATION IN SERBIA IN TERMS OF MACROECONOMIC
AND SOCIAL FACTORS – THE FIRST WAVE OF THE WORLD ECONOMIC
CRISIS
MAJA PAUNOVIĆ
Fakultet za menadžment, Sremski Karlovci
LIDIJA BARJAKTAROVIĆ
Univerzitet Singidunum, Beograd
TAMARA KLIČEK
Fakultet za menadžment, Sremski Karlovci
Rezime: U ovom radu se analizira proces digitalizacije medija i trenutna situacija u
javnom servisu Srbije. Između procesa digitalizacije medija na jednoj i ekonomskog i
socijalnog razvoja zemlje na drugoj strani postoji tesna i uzajamna veza. Na proces
digitalizacije medija pored onih tehničkih utiču i brojni ekonomsko-demografski faktori kao
što su bruto domaći proizvod, monetarna i valutna stabilnost, stopa zaposlenosti, priliv
stranog kapitala, stepen obrazovanja, nivo kulture stanovništva, starosna struktura
građana i mnogi drugi fakori. Imajući u vidu nizak životni standard građana, pažnja će u
radu biti usmerena na planirane troškove države Srbije i finansijske izdatke njenih građana
u procesu tranzicije digitalnog signala. Pokušaćemo da pojasnimo na koji način i pod
kojim finansijskim uslovima, javni servis Srbije planira da sprovede proces digitalizacije
usled negativnih efekata svetske ekonomske krize.
Ključne reči: digitalizacija medija, javni servis Republike Srbije, svetska ekonomska kriza,
makroekonomski i socijalni indikatori
Abstract: The subject of this paper is to analyze a media digitalization and gives an
overview of current situation in domestic public service. There is a tight relationship
between media digitalization and economic and social development. Beside technical,
various economic and demographic factors such as GDP, monetary and currency stability,
employment rate, the inflow of foreign capital, education and cultural level of the
population, age structure of population, etc., affect the media digitalization. Having in
mind the low standard of living in Serbia, the paper will be focused to the expenditures of
Republic of Serbia (as well as the financial cost of citizens) in the transition process of
digital signal. Due to the negative effects of the global economic crisis, we will try to clarify
how and under what financial conditions, the public service of Serbia plans to carry out the
digitization process.
6
This paper is an outcome of the research project “Digital media technologies and social-educational
changes” (Project No III 47020) which is implemented with financial support from the Ministry of
Education and Science of the Republic of Serbia.
30
Keywords: media digitalization, public servis of Republic of Srbia, world economic crisis,
macroeconomic and social indicators
31
ELECTRONIC LEARNING ACCESSIBLE TO ALL
JELENA PORTNER PAVIĆEVIĆ
I. osnovna škola, Varaždin, Hrvatska
VALERIJA VEČEI – FUNDA
OŠ Ante Starčevića, Lepoglava, Hrvatska
Sažetak: Zbog velikih prednosti sve češće se koristi tehnologija u poučavanju i prijenosu
informacija. Ne postoji jedinstveni termin i definicija koja se koristi za to, ali najčešće se
upotrebljava elektroničko učenje, online učenje ili učenje potpomognuto
računalom/internetom.
Elektroničko učenje podrazumijeva da je onaj koji uči udaljen od voditelja ili predavača,
da koristi neki oblik tehnologije (najčešće računalo) kako bi imao pristup nastavnim
materijalima, da koristi tehnologiju kako bi komunicirao s voditeljem ili predavačem i
drugima koji uče te da mu je pružen neki oblik potpore.
Strateška je odluka onog koji poučava (i/ili dizajnira) i institucije koja nudi elektroničko
učenje osiguravanje pristupa obrazovnim materijalima i nastavi. Neophodna je
tehnologija, ali i svijest o važnosti pristupačnosti nastavnog materijala svima bez obzira na
moguća ograničenja.
Pomoćna tehnologija je tehnologija namjenjena je osobama s raznim vrstama invaliditeta
kao i osobama starije životne dobi. Pomaže prevladavanju motoričkih, senzornih i
kognitivnih ograničenja te ravnopravnom participiranju u aktivnostima obrazovnog
procesa. Primjeri su prilagođene tipkovnice ili miš za osobe s motoričkim oštećenjima.
Osim prilagođenog hardvera, univerzalni dizajn obrazovnog materijala i informacijska
pristupačnost odgovara na potrebe, kako ciljane skupine tako i svih ostalih korisnika.
Ključne riječi: elektroničko učenje, pomoćne tehnologije, pristupačnost
Summary: Use of technology in teaching and transfer os information is more frequent due
to it's great advantage. There is no single definition for mentioned technology, but most
commonly used are e-learning, online learning and computer-aided learning / internet.
Electronic learning implies that a learner is separated from the tutor or instructor and
using some form of electronic technology (usually a computer) to access the learning
materials, to communicate with the tutor or instructor and other learners and to receive
some form of support through the same technology.
Providing the access to educational materials and teaching is strategic decision of the one
who teaches (and/or designs software) and institution that offers e-learning. Except
technology, the awareness of the importance of accessibility of teaching materials to all
without regard to possible limitations is important as well.
32
Assistive technology is a technology designed for people with various types of disabilities
and the elderly. It helps overcome the motor, sensory and cognitive limitations and equal
participation in the activities of the educational process. Examples are adapted keyboard
or mouse for people with motor impairments.
In addition to custom hardware, universal design of educational materials and information
accessibility responds to the need to target groups and all other users.
Keywords: e-learning, assistive technology, accessibility
33
PROBLEMI ZAKONSKE ZAŠTITE AUTORSKIH PRAVA DIGITALNIH
SADRŽAJA
LEGAL ASPECTS OF DIGITAL RIGHTS PROTECTION
ZORAN SAVIĆ
Fakultet za menadžment, Sremski Karlovci
Rezime: Razvoj informatičke industrije i Interneta doneo je neke nove pristupe i nove
poglede na problematiku zaštite autorskih prava. U poslednjih godinu dana svedoci smo
ekspanzije zakonske regulative vezane za intelektualnu svojinu, koja je naišla na velike
(negativne) reakcije javnosti. U radu je data analiza nekih zakonskih rešenja, kao i stavova
zagovornika i protivnika tih rešenja, sa tehničkog, ekonomskog i etičkog aspekta.
Abstract: The development of the informatics industry and the internet has brought new
approaches and new views on the problems of copyrights protection. In the last year we are
witnessing the expansion of law regulations regarding intelectual property, which received
a very large (negative) public reaction. In this paper an analysis of some legal solutions is
given, as well as some opinions of both advocates and adversaries of these solutions, from
a technical, economic and ethical point of view.
34
INTELIGENTNI PEDAGOŠKI AGENTI U OBRAZOVNOM RAČUNARSKOM
SOFTVERU
INTELLIGENT AGENTS IN TEACHING EDUCATIONAL SOFTWARE
JOVAN SAVIČIĆ
Pedagoški fakultet, Sombor
Rezime: Jedno od osnovnih pitanja u pedagogiji je individualizacija, odnosno
prilagođavanje nastave za potrebe različitih učenika. Međutim, do sada su e–learning
sistemi bili više fokusirani na prenos postojećih kurseva sa tradicionalnim metodama
podučavanja na Web/virtuelna okruženja bez odgovarajuće adaptacije na potrebe učenika.
Inteligentni agent tehnologija raspolaže potencijalom u pogledu stvaranja inteligentne,
personalizovane, adaptivne i interaktivne e-learning aplikacije, obezbeđujući
individualizaciju i bolje efekte učenja.
Ključne reči: Personalizacija, Agent prošireno virtuelno okruženje, Pedagoški agent,
Upravljanje
Abstract: One of the main issues in pedagogy is individualization and adapting instruction
for different students. However, so far as e-learning systems have been more focused on the
transfer of existing courses with traditional teaching methods in the Web / virtual
environments without adequate adaptation to the needs of students. Intelligent agent
technology has the potential of creating intelligent, personalized, adaptive and interactive
e-learning applications, providing individualization and more effective learning.
Keywords: Personalization Agent extended virtual environment, pedagogical agent,
management
35
KAKO UČENICI MLAĐIH RAZREDA OSNOVNE ŠKOLE RAZUMEJU
INTERNET I KAKO GA KORISTE
HOW DO ELEMENTARY GRADES STUDENTS UNDERSTAND THE INTERNET
AND HOW IT IS USED
GORDANA STEPIĆ
Elementary School „Mihailo Petrović Alas“, Belgrade
Rezime: U radu se ispituje kako učenici mlađih razreda osnovne škole razumeju Internet,
gde, kako i u koje svrhe ga koriste. Istraživanje je sprovedeno u OŠ „ Mihailo Petrović
Alas“ u Beogradu u junu mesecu 2012. godine. U istraživanju su učestvovali učenici prvog,
drugog, trećeg i četvrtog razreda osnovne škole, ukupno 212 učenika. Podaci su
prikupljeni anketiranjem učenika. Izvršena je kvantitativna i kvalitativna analiza podataka.
Dobijeni rezultati pokazuju da većina naših učenika ima pristup Internetu i kod kuće i u
školi, da postoje uzrasne razlike u razumevanju Interneta, da ga posećuju uglavnom sami,
sa nekim od članova porodice ili sa drugrarima, da njihovi roditelji znaju šta oni rade na
Internetu, da nisu doživeli neprijatnost na Internetu i da ga gotovo isključivo koriste za
igranje igrica. Ovim istraživanjem smo ukazali na potrebu i značaj ispitivanja upotrebe
Interneta, otvorili nova pitanja u vezi sa ovim problemom i razmotrili kakve imlikacije za
nastavu može imati korišćenje Interneta u mlađim razredima osnovne škole.
Ključne reči: Internet, računarske igre, učenici, nastava, Internet veštine
Abstract: This paper investigates how students of elementary school understand Internet,
where, how and for what purpose it is used. The research was conducted in elementary
school "Mihailo Petrović Alas" in Belgrade, in June 2012th year. The study involved
students of the first, second, third and fourth grade. A total of 212 students completed a
questionnaire. We carried out the quantitative and qualitative data analysis. The results
show that most of our students have Internet access at home and at school, that there are
age differences in understanding of the Internet, they search the Internet mostly alone , with
a family member or with friends, they did not experienced discomfort on the Internet, their
parents know what they are doing on the Internet and Internet almost exclusively used for
playing games. In this study we have emphasized the need and importance of usage of the
Internet, opened new questions concerning this issue and we discuss what implications this
might have for teaching in elementary grades.
Keywords: Internet, computer game, students, teaching, Internet skills
36
ULOGA DRUŠTVENIH MREŽA U EVALUACIJI BIBLIOTEČKIH USLUGA
THE ROLE OF SOCIAL NETWORKS IN THE EVALUATION OF LIBRARY
SERVICES
GORDANA STOKIĆ SIMONČIĆ
University of Belgrade, Faculty of Philology, Library and Information Science Department,
Belgrade, Serbia
VESNA VUKSAN
University of Belgrade, University Library “Svetozar Marković”, Belgrade, Serbia
Rezime: U zemljama sa visoko razvijenom bibliotečko - informacionom delatnošću,
popularnost i efikasnost društvenih mreža bibliotekarima omogućavaju da ih koriste kao
glavni medij za interakciju sa korisnicima - kako u vezi sa tradicionalnim tako i u vezi sa
novim uslugama. Ispitivanjem trendova u sferi korišćenja društvenih medija i osvrtom na
potencijalne izazove i mogućnosti, ovaj rad analizira trenutnu situaciju u bibliotekama u
Srbiji u kontekstu uloge društvenih mreža, i to sa naglaskom na evaluaciji bibliotečkih
usluga. Istraživanje je pokazalo da bibliotekari, premda svesni brojnih prednosti društvenih
mreža, nisu u poziciji da iskoriste sve prednosti novog medija iz brojnih razloga. U
istraživanju je korišćeno kompjuterski podržano veb anketiranje (CAWI metod).
Ključne reči: društvo znanja, biblioteke, izvori, društveni mediji, mreže, web 2.0,
elektronske usluge, aplikacije, evaluacija, tehnologija, trendovi
Abstract: In the countries with highly developed library and information system, librarians
are responding to the popularity and utility of social networking sites by using them as
central media for interacting with library patrons for traditional and novel services.
Through an examination of trends in the area of social media usage and a review of the
potential challenges and opportunities, the paper analyzes the current situation in Serbian
libraries in terms of the role of social networks with emphasis on the evaluation of library
services. This analysis has shown that even though the majority of librarians are aware of
the implications of social networks, they are not able to use them with full capacity due to a
number of reason. For the survey we used an online research method – computer assisted
web interviewing (CAWI).
Keywords: knowledge era, fam, library, resources, social media, network, web 2.0,
electronic services, applications, evaluation, technology, trends
37
THE USE OF DIGITAL – INTERACTIVE WHITEBOARD IN WORK WITH
CHILDREN WITH DIFFICULTIES
VOJISLAV TODOROVIĆ
Fakultet za kulturu i medije, Beograd
Rezime:. Digitalna revolucija , četvrta po redu tehnološka revoluvcija omogućila je brzu
razmenu i korišćenje informativnog materijala. Digitalni mediji igraju veliku ulogu u
obrazovanju. Oni se integrišu u proces nastave i utiču na sistem obrazovanja. Jedan od
glavnih elemenata digitalnih medija u obrazovanju je digitalna –interaktivna tabla. Ona je
zamena za tradicionalnu tablu. Program digitalne table omogućava upotrebu većine
postojećih digitalnih medija, odnosno omogućava njihov unos na tablu, kao i laku
manipulaciju njima na samoj tabli. Ona je kombinacija mogućnosti računara, projektora i
velikog ekrana koji može da kontroliše računar. Koristi se kao nastavno sredstvo pomoću
kojeg se u današnje vreme,najbrže uči, 5-7 puta brže, nego klasičnim metodama učenja.
Digitalna tabla se koristi u svim nastavnim predmetima, za prezentovanje pripremljenih
sadržaja, emitovanje muzike. Ovakav oblik digitalnih medija pomaže deci ometenoj u
razvoju pružajući veću mogućnost učenja kroz razvoj: vizuelnih, auditivnih, taktilnokinestetičkih percepcija. Kao i na unapređivanje i sticanje novih znanja. Deca
individualno, uz pomoć nastavnika ili u grupi pristupaju u radu na interaktivnoj usvajanju
informacija . U osnovnoj školi "Dušan Dugalić" iz Beograda u radu na digitalnoj tabli kroz
nastavne i vannastavne aktivnostu uključeni su učenici od I do VIII razreda. Ukupan broj
učenika je 83, 60 dečaka (72,29%) i 23 devojčice (27,71%). Učenici koji pohađaju našu
školu kategorisani su kao UMO- umerena mentalna ometenost 12 učenika (14,56%), LMOlaka mentalna ometenost 9 učenika (10,84%), autizam 40 učenika (48,19%) i višestruka
ometenost 22 učenika (26,51%).
Ključne reči: digitalni mediji, digitalna tabla, učenicici sa smetnjama u razvoju
Abstract: The digital revolution was the fourth technological revolution and it enabled
quick fusion and use of the informative material. Digital media play an important role in
education. They integrate in the process of teaching and influence the system of education.
One of the leading elements of digital media in education is digital – interactive
whiteboard. It substitutes for the traditional blackboard. The programme of digital
whiteboard permits the usage of majority of present digital media, which implies their input
and easy manipulation on the whiteboard. The whiteboard combines the potentials of
computer, projector and the big screen, which can control the computer. It is used these
days as a teaching device that enables the fastest learning process, even 5-7 times faster
than the traditional teaching methods. The digital whiteboard can be used in all school
subjects for presentation of prepared content or playing music. This form of digital media
helps the children with disabilities in development by giving them a further possibility to
learn through expansion of visual, auditory and tactile- kinesthetic perceptions. It also
affects the improvement of the existing and gaining of new knowledge. Children
individually, with teacher’s assistance or in a group, work on interactive information
acquiring. In primary school “Dusan Dugalic” in Belgrade pupils from I to VIII grade are
included in curricular and extracurricular activities through the digital whiteboard. The
total number of pupils in school is 83 – 60 boys (72,29%) and 23 girls (27,71%). The
students who attend our school are divided into the following categories: Moderate mental
38
retardation – 12 pupils (14, 56%), Mild mental retardation – 9 pupils (10,84%), autism –
40 pupils (48,19%) and multiple disability – 22 pupils (26,51%).
Keywords: digital media ,digital whiteboard, pupils with disabilities
39
DIGITALNA PREDIZBORNA KAMPANJA SRBIJA 2012
DIGITAL POLITICAL CAMPAIGN: SERBIA 2012
DUBRAVKA VALIĆ NEDELJKOVIĆ
Filozofski Fakultet, Novi Sad
Rezime: Predizborna kampanja 2012. je obeležena i izraženom internetskom ponudom
raznih sadržaja među kojima su i oni koje su kreirali učesnici u kampanji.
Nakon Internetske kampanje Baraka Obame koja je u mnogome doprinela njegovoj pobedi
na izborima za 44. predsednika Sjedinjenih Američkih Država (stupio na dužnost januara
2009. godine) mnogi političari i strtanke u svetu koristile su taj model kao dopunski u
sopstvenim predizbornim kampanjama. To je bio slučaj i u proletnjioj kampanji za lokalne,
pokrajinske, republičke i predsedničke izbore u Srbiji 2012. Cilj istraživanja, čiji rezultati
su delom predstavljeni i u ovom radu, je bio da se uoči koliko su nove tehnologije
doprinele društvenim promenama. U ovom slučaju koliko su stranke u Srbiji koristile
Internet za kampanju i na koji način. Korpus je obuhvatio 11 najznačajnijih stranaka među
kojima su bile i one koje zastupaju interese nacionalnih manjina, zatim lokalnih i
pokrajinskih zajednica i naravno velikih partija. Sajtovi stranaka praćeni su tokom aprila
i prve polovine maja 2012. Rezultati ukazuju na to da stranke nisu dovoljno iskoristile
mogućnosti digitalne komunikacije u sajber prostorvremenu.
Ključne reči: predizborna kampanja, Internet, partijski sajtovi, sajber prostorvreme.
Abstract: Political campaign in 2012 was marked with wide offering of various Internet
conmtents including those created by the participants of the campaign. After Barack
Obama's Internet campaign, which has greatly contributed to his winning in the elections
for the 44th President of the United States (took office in January 2009.) many politicians
and political parties in the world have used this model as a complementary in their own
election campaigns. This was also the case in 2012 spring campaign for local, regional,
republican and presidential elections in Serbia. The aim of the research, whose results are
partially presented in this paper, was to observe how new technologies have contributed to
social change. In this case, how much parties in Serbia used the Internet for the campaign
and how. The corpus consisted of 11 major parties and among them were those
representing the interests of national minorities, then the local and provincial communities
and of course the big party. International parties were observed during April and early
May 2012th. The results indicate that the political parties did not utilize digital
communications at full scale in cyber space-time.
Keywords: election campaign, the Internet, political parties’ websites, cyber space-time.
40
INFORMACIONE TEHNOLOGIJE U OBRAZOVANJU KAO REZULTAT
DIGITALIZACIJE DRUŠTVA
INFORMATION TECHNOLOGY IN EDUCATION AS A RESULT OF SOCIAL
DIGITALIZATION
MIRA VIDAKOVIĆ
Fakultet za menadžment, Novi Sad
IVAN ŠĆEPANOVIĆ
Fakultet za menadžment, Novi Sad
Rezime: Iako je obrazovanje do sada bilo fokusirano na tradicionalni sistem školovanja, sa
razvojem elektronskog učenja taj fokus se premešta na intelektualne potrebe individualnog
korisnika. Digitalno doba je značajno uticalo na obrazovanje i radikalno je izmenilo
postojeći proces učenja i podučavanja, sa tendencijom da ga još više izmeni, tako da
tradicionalni koncept obuke u učionici postupno gubi dominantnu ulogu koju je donedavno
imao.
Razvoj i upotreba informaciono-komunikacionih tehnologija transformisali su savremeno
društvo u „informaciono-digitalno društvo”. Njegova glavna karakteristika je ta što
informaciono-komunikacione tehnologije igraju najvažniju ulogu kako u proizvodnji,
ekonomiji i komunikaciji, tako i u svim ostalim sferama života pojedinaca i društva u celini,
te je njegova implementacija u obrazovne procese neminovna.
U relativno kratkom vremenskom periodu kompjuterska tehnologija izmenila je način
učenja i predavanja. Usledio je brz razvoj računara, softvera i pad cena Internet usluga.
Korišćenje elektronskog učenja omogućuje uštede u vremenu i novcu i mogućnost trenutne
disperzije novih znanja u praktično prostorno neograničenim uslovima (udaljena mesta,
druge države, drugi kontinenti).
U mnogim zemljama već su pokrenute ili se pokreću inicijative koje će označiti revoluciju u
korišćenju novih tehnologija u školama, a rad upravo analizira pozitivne i negativne
aspekte primene interneta u obrazovanju .
Ključne reči: digitalno doba, informacione tehnologije, Internet, obrazovanje, e-učenje.
Abstract: Although, up until now, education has been traditionally oriented, with
development of e-learning, focus has slowly shifted to personal needs of individual
educational subjects. Digital age has significantly influenced educational process and
radically modified existing learning and teaching processes, with tendency to change it yet
again, so that traditional concept of classroom methodology slowly loses its dominant role.
Development and use of information and communication technology have transformed
contemporary society, creating “digital society”. Main feature of this new era is that
information and communication technologies play the most important role in production,
41
economy and communication, as well as in all other aspects of social activity, so its
implementation in educational process comes as a logical necessity.
In a relative short period of time, computer technology has altered the process of
education. E-learning brings efficient and affordable method of momentary dispersion of
new knowledge through spatially undefined conditions (remote places, different countries,
other continents).
Many countries have already initiated or are in the process of bringing upon initiatives that
will mark the beginning of a revolution of new technologies in schools, and this paper
examines positive and negative aspects of that revolution and of usage of Internet in
education.
Keywords: Digital age, information technology, Internet, education, e-Learning.
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DIGITAL MEDIA AND EDUCATION IN COMMUNICATIVE THEORETICAL
FRAMEWORK
SLOBODAN VULETIĆ
Fakultet za kulturu i medije, Beograd
VOJISLAV TODOROVIĆ
Fakultet za kulturu i medije, Beograd
Rezime: U radu su kroz prizmu relevantnih teorija o komuniciranju, analizirani pojmovi
medija i njihova uloga u savremenom obrazovanju. Digitalni mediji su posmatrani u
komunikološkom teorijskom okviru, uzimajući sve društvene uslove i promene na polju
komuniciranja, koje se vezuju za obrazovanje u sadašnjosti i perspektivi. Masovni mediji i
obrazovanje, posmatraju se putem tri sasvim posebna pristupa koji se u našoj akademskoj
javnosti poistovećuju. Masovni mediji i obrazovanje, posmatraju se putem tri sasvim
posebna pristupa koji se u našoj akademskoj javnosti poistovećuju. U radu smo se posvetili
utvrdjivanju razlika izmedju sintagmi:1. medijskog obrazovanja, 2. obrazovanja za
masmedije i 3. masmedija u obrazovanju.
Ključne reči: Komunikologija, komuniciranje, mediji, obrazovanje, teorije.
Abstract: This article presents an effort to, considering the relevant theories of
communication, analyse different concepts of media and their role in modern education.
Digital media are observed within the communicative theoretical framework, taking in
consideration social conditions and changes in the field of communication related to the
education in terms of present and future perspectives. Mass media and education are
(being) observed through three distinctive approaches that are often considered identical in
our academic community. Our research focuses on establishing the differences between the
phrases 1. Media education, 2. Education for mass media, 3. Mass media in education.
Keywords: Communicology, communication, media, education, theories
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PROLEGOMENA ZA KRITIČKU PEDAGOGIJU MEDIJA
PROLEGOMENA REGARDING CRITICAL MEDIA PEDAGOGY
ŽELJKO VUČKOVIĆ
Pedagoški fakultet Sombor, Filozofski fakultet Novi Sad
MILICA ANDEVSKI
Filozofski fakultet, Novi Sad
Rezime: Uneskov izveštaj pod naslovom Ka društvu znanja ukazao je na nesklad između
ogromnih informacionih i obrazovnih potencijala interneta i novih medija i nesposobnosti
škole da kreativno iskoristi ove potencijale. Veliki broj škola pruža otpor tehnološkim i
obrazovnim promenama. Tako nastaje ogroman jaz između školskih kurikuluma i onoga što
mladi ljudi vide i uče u realnom svetu. Redefinisanje obrazovnih ciljeva mora se zasnivati
na novim tehnološkim i društvenim modelima i vrednostima i potrebama mladih ljudi. Kao
teorija obrazovanja i kritika medijskog ukusa nova medijska pedagogija može doprineti
kreiranju nnove medijske kulture i razvoju komunikacione racionalnosti.
Summary: The report Towards Knowledge Society, which was published by UNESCO ,
reminds about discrepancy between enormous information and education potentials offered
by Internet and new media, and incapability of schools to creatively use those potentials. A
great number of schools offer resistance to every radical technological and educational
change. School sluggishness creates a huge gap between school curricula and things which
the young people see and learn in a dynamic real world. Redefinition of educational aims
must accept reality of new technological and social setting, and especially get directed to
the students' needs and values. Being both educational theory and media taste critique, new
media pedagogy can contribute to creating a new media culture and improving
communication rationality.
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CIP – Каталогизација у публикацији
Библиотека Матице српске, Нови Сад
316.774:37 (048.3)
KNOWLEDGE, education, media : okrugli sto, 29. septembar
2012., Sremski Karlovci . – Novi Sad : Fakultet za menadžment,
2012 (Novi Sad : Scan studio). – 49 str. ; 21 cm
Rezimei na srp. i engl. jeziku. – Tiraž 50.
ISBN 978-86-85067-35-8
а) Образовање – Медији - Апстракти
COBISS.SR-ID 274096903
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