ДОПРИНОС РАЗУМЕВАЊУ ЈАВНОГ МНЕЊА - МОДЕЛОВАЊЕ УПРАВЉАЊА И ПРЕДВИЂАЊА РЕАКЦИЈА
CONTRIBUTION TO UNDERSTUNDING OF PUBLIC AUDIENCE - MODELING OF MANAGEMANT AND PREDICTION OF REACTIONS

Author(s): Miroslav Mitrović
Subject(s): Social Sciences, Communication studies, Security and defense, Hybrid Warfare
Published by: Institut za strategijska istraživanja
Keywords: public audience; management; strategic communication; hybrid acts
Summary/Abstract: Public audience is complex, dynamic and by its origin hybrid phenomena which in era of globalization and technology expansion has rising importance. Public audience as phenomena has long history, but it is noticeable that its changeable and prone to influences nature is become more dynamic, hybrid and changeable, dominantly by rapid digitalization of media. In article, based on analyses of theoretical scholars contributions, was given analyze of genesis and structural composition of public audience phenomena and its correlations with social value systems and political culture. Also, article offer synthesized overview of theoretical models for managing of public audience reactions with introducing of some elementary principals for modeling and creating of public audience. Article introduce principles of logic and working algorithm of hybrid computing system, DYMATICA, which is digitalized model for analyzes, assessment and prediction reaction of decision makers, of public audience, leaders of ‘thoughts’, as well as potentials of usage of those predictions.

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