Značaj masovnih medija u razvoju ekološke svesti i zaštite biodiverziteta (primer Botanička bašta “Dulovine” Kolašin)
The Importance of the Mass Media in the Development of Ecological Awareness of Biodiversity Protection (Example: The Botanical Garden “Dulovine” Kolašin)

Summary/Abstract: The mass media in the sphere of work include the production of information, communication, and the creation of public opinion in all areas of social life, including the areas that belong to the social and natural sciences, where ecology also belongs. They have become the basis for initiating social action in the field of environmental protection, which is necessary for the existence of raised ecological awareness, which is also expressed through knowledge about the threat to the balance in biodiversity and nature. The protection and preservation of biodiversity, as a significant part of the human environment, deserves more attention from the mass media, but also from the members of a social community. A modern man lives in an era of information abundance. It on many occasions disorients the modern consumer. For these reasons, a person, who already lives in a kind of "new media order", is recommended to adopt fundamental knowledge about the so-called media literacy, as well as biodiversity protection. This paper considers how the mass media should influence the raising of environmental awareness in the field of biodiversity conservation, taking into account all the dynamics and drama of information technology development and emerging forms of environmental and biodiversity threats.

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