Mesto „Ekranske Kulture“ U Našim Životima
Whereabouts Of “Screen Culture“ In Our Lives

Summary/Abstract: Two kinds of “display culture” are considered in the text: 1) TV culture based on active transmitter group and a crowd of passive recipient of a message, and 2) mobile / internet culture whose key feature is interactivity and the absence of audience in the classical sense of the word. Consideration is based on empirical daily time use research, conducted by Belgrade TNS Medium Gallup Public Opinion Company and Megatrend University, Faculty for Culture and Media. The research was conducted in December 2008 (sample of 1,600 respondents) and March 2009 (600 respondents), both national representative for the 12+ population. While the population 61+ spends 205,16 minutes daily watching TV and only 0,58 using internet and 5,23 speaking by mobile phone, the generation of 12 to 17 years watches TV 114,82 minutes, uses internet 70,95 minutes and mobile phone 14,89 minutes. The author concludes that the classical, passive TV audience is gradually disappearing in favor of an active communication via the Internet; media are less and less McLuhan’s extension of our senses, and more and more an extension of our intellect and our emotions, simply of our personality.

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