UVOD U JAVNE I MEDIJSKE POLITIKE
INTRODUCTION TO PUBLIC AND MEDIA POLICIES

Summary/Abstract: This paper presents the basic concepts necessary for understanding the policy-making process, as well as the main principles that guide the processes of creating media and communication policies. The most important phases of the policy-making cycle have been presented and some of the basic criticisms of this model that can be found in the academic literature have been presented in appropriate places. In essence, the policy cycle model has significant heuristic value and, with the inclusion of other analytical perspectives, provides an adequate understanding of the basic elements of the public policy process. Media and communication policies are presented through the paradigm of convergence, and the processes of redefining the basic principles of these policies are pointed out. The strongest incentives for change come from actors who promote neoliberal values.

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