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2013, vol. 3, iss. 5, pp. 11-37
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The new media paradigm: From mediation to mediatisation of social communication
Nova medijska paradigma - od medijacije do medijatizacije društvenog komuniciranja
University of Banja Luka, Faculty of Political Science, Republic of Srpska, B&H
Abstract
This study discusses the changes in character and role of social communication at the beginning of the twenty-first century. Beside itself being the subject of most thorough change under the influence of globalization and new communication technologies, communication became a key agency of social change. Mediation is seen as one of the phenomena that dominates everyday life and a common feature of almost all forms of human communication. Certain features of contemporary communication are also analyzed in greater detail, such as the new media and the culture of new 'intermediaries'. The new media, such as the internet, mobile phone, Youtube and Facebook, beside their intermediary nature, share a number of other features which are discussed in the study. The features of the culture of new intermediaries that are, among others, discussed in the study are media, content or user convergence, intertextuality, decentralization and decontextualization, media democratization, communicational reductionism, visual culture domination, new genres, planetary popularity, personal mass communication, commercialization of privacy, hypersensationalism and others. The study concludes that the new media have permeated all pores of society and became the integral part of social structure for the reason of which citizens must adapt to them. The media are not merely the means of social interaction but the place of social interaction. In other words, society and human communication have been mediatized.
Sažetak
U radu se razmatraju promjene u prirodi i ulozi društvenog komuniciranja na početku dvadesetprvog vijeka. Pored toga što je, pod uticajem globalizacije i novih komunikacijskih tehnologija, i samo pretrpjelo najviše promjena, komuniciranje je postalo jedan od ključnih činilaca sveukupnih društvenih promjena. Posredovanost se naglašava kao pojava koja preovladava u svakodnevnom životu i kao zajednička osobina gotovo svih oblika ljudskog komuniciranja, a detaljnije se analiziraju pojedine osobine savremenog komuniciranja, novi mediji i kultura novih 'posrednika'. Novi mediji, poput interneta, mobilnog telefona, jutjuba i fejsbuka, pored prirode posredništva, imaju i niz drugih odlika o kojima se raspravlja u radu. Osobine kulture novih posrednika koje se, između ostalih, razmatraju u radu su konvergencija, intertekstualnost, decentralizacija i dekontekstualizacija medija, sadržaja ili korisnika, demokratizacija medija, komunikacijski redukcionizam, vladavina vizuelne kulture, novi žanrovi, planetarna popularnost, lično masovno komuniciranje, komercijalizacija privatnosti, hipersenzacionali-zam i drugi. Rad zaključuje da novi mediji prožimaju sve pore društva i da su postali sastavni dio druš-tvene strukture i zbog toga im se građani moraju prilagođavati. Mediji nisu više samo sredstvo društvene interakcije, nego mjesto društvene interakcije. Drugim riječima, došlo je do medijatizacije društva i lju-dskog komuniciranja.
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