Čovjek tranzicije u mas-medijskom društvu (slučaj Srbija)
The Man of Transition in Mass-Media Society (Case Serbia)

Summary/Abstract: Together with an economic and political transformation, transitional societies today are subjects to an ongoing transformation of mass-media, i.e. they are experiencing a direct transformation into a postmodern society, in which all more important social relations are massmedialized. These transformations represent a necessity of capitalist economy and democratic political order which are being established. They also bring about cultural and psychological changes: TV becomes a key factor of family and social life, consumption, fashion and body cult together with popular and local populist culture contents are introduced by mass-media to the masses of new consumers, and significant political and social inequalities, differences and clashes are neutralized and interpreted as differences only in ‘lifestyles’, as is typical of Western societies’ media culture. The exposition will look upon recent examples of Serbian-Bosnian Big Brother. Serbian tabloids and Eurovision song contest in an attempt to clarify the role of media in fragmentation of social identities, cultural globalization and local media manipulations with political backgrounds.

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