ULOGA MEDIJA I DRUŠTVENIH MEDIJA U IMPLEMENTACIJI KONCEPTA ZELENE EKONOMIJE-KOMPARATIVNI PRISTUP
THE ROLE OF THE MEDIA AND THE SOCIAL MEDIA IN THE IMPLEMENTATION OF THE GREEN ECONOMY CONCEPT-COMPARATIVE APPOROACH

Summary/Abstract: This study explores the role of the media and social media in shaping and facilitating the implementation of the green economy concept. The green economy, with its focus on sustainable development and environmental conservation, relies heavily on effective communication to garner public support, influence policy decisions, and drive behavioral change. Through a analysis of media content, public discourse, and policy dynamics, we aim to elucidate the ways in which the media acts as both a catalyst and a potential impediment to the realization of green economy goals.We employ a multidisciplinary approach, drawing on insights from media studies, environmental science, and communication theory. Furthermore, we examine the media's impact on policy formulation and implementation, exploring instances where media narratives have influenced legislative agendas or hindered the adoption of sustainable practices.In addition to highlighting the positive contributions of media in raising awareness and fostering environmental consciousness, the study also addresses challenges and pitfalls.. By identifying these challenges, the research aims to provide insights in advancing the green economy agenda. Ultimately, this research elaborates to the ongoing discourse on sustainable development by offering a understanding of the intricate relationship between media dynamics and the implementation of the green economy concept.

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