NOVE TEHNOLOGIJE I DRUŠTVENI MEDIJI
NEW TECHNOLOGIES AND SOCIAL MEDIA

Summary/Abstract: In contemporary globalized society, the media represent one of the most important mechanisms for shaping public opinion, promoting democratic values, and connecting diverse cultural and social communities. In the context of the Western Balkan countries, and especially Bosnia and Herzegovina, the process of media integration holds particular significance as it takes place in parallel with political, economic, and social transformations aimed at European integration. Media cooperation and the interconnection of national and regional media systems can serve as a key driving force in establishing and strengthening European values such as media freedom, pluralism, transparency, respect for human rights, and the rule of law. Bosnia and Herzegovina, together with its neighboring Western Balkan countries, faces numerous challenges in the process of aligning with the standards of the European Union. In this process, the media play a role not only in informing but also in educating and connecting citizens through the affirmation of shared values and identities. The aim of this paper is to explore how media integrations between Bosnia and Herzegovina and the countries of the Western Balkans can become a key instrument in promoting European values and accelerating the process of European integration. Special emphasis is placed on analyzing media cooperation, regulatory frameworks, the impact of digital technologies, and the role of the media in building societies based on tolerance, solidarity, and mutual respect.The aim of this paper is to explore how media integrations between Bosnia and Herzegovina and the countries of the Western Balkans can become a key instrument in promoting European values and accelerating the process of European integration. Special emphasis is placed on analyzing media cooperation, regulatory frameworks, the impact of digital technologies, and the role of the media in building societies based on tolerance, solidarity, and mutual respect.In this paper, we focus on media analysis and the study of transmission media that enable information transfer. Since media systems require a broad bandwidth, special attention is given to optical technologies.

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