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  • Vijesti

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    Enjoy the summer with Cinedays Film Factor 20

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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

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    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

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    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

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    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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Home Opinion

Edvin Jurin: For a society of reasonable communications

I'm not a priori for a society of positive, but rather reasonable, communications

19/05/2016
in Opinion
3 min read
Edvin Jurin: For a society of reasonable communications

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Edvin Jurin, McCann Zagreb

I love the media.

The media– print, radio, television and recently digital – and the journalists who report and comment in them have marked my professional and personal life. Many of the key holders of Croatian media space were and still are my good friends. With them I have rejoiced, and sometimes even mourned, both professionally and personally.

But lately my proverbial passion for media of all kinds is dwindling. Under the aegis of “Good news – no news” in the print and digital media (which are still, sadly, a copy-paste of their older printed brother), which are blindly, and almost always without serious fact checking, followed by the electronic media, such as television, like lightning before your eyes flash headlines that reveal anger and frustration. Often less than reasonably in touch with reality.

Screaming headlines

Where politicians are concerned, it’s mostly of the form: “X threatens Y”, “A humiliates B”. When the fairer gender is in question, the headlines that dominate are of the kind: “With her short skirt and cleavage she enthralled passersby…” “Everyone turns around for this pair of legs…” A significant contribution to this comes from the newly created stars and starlets, the real ones as well as those on the rise, who post their selfies in bed, in the bathroom, on the balcony – their sexist orientation coming from the authors themselves. Where, I wonder, are the women’s organizations now – the defenders of women’s rights – to defend their same-sex members from themselves.

In this nightmare of bad taste in anything and everything, even Mamić’s legendary statement – “You shall not pass bandit …!!!” – appears to be harmless and benign.

A society of consumers

Why is this so?

Because – as theorists of modern trends claim – we are tacitly allowing it and thus approve the idea that we are becoming a society made up of 90% consumers and 10% those who devise bait for the consumers (read entertainment tools).

This is essentially a flat screen society, which I fear, and increasingly dread, with each passing day. Because everything lives for a day… No, scratch that, that’s me being too ambitious, it’s often only a single hour. There’s no empathy, no digging under the skin and into the depths of the soul of the being in front of us. There’s no thorough analysis, meaningful review or ambitious comment to clarify today, compared to yesterday, with possible consequences for tomorrow.

It is therefore a society of the misguided (read: numbed) and those who professionally misguide (read: numb down).

What will happen if through such a process of the disintegration of everything, the media and the public, we get to a situation where every human being on the face of the earth becomes a content provider and thus, by default, a self-made medium. Nothing, or everything? We will wish that all 7-8 billion of us (read newly-composed media) be again reviewed by the distant Big Brother, from whom we will ask for an assessment of the rational, in the flood of the irrational. With the acceptance of all the consequences that such a path brings. In our technological progress, we return to our primordial beginnings.

Let’s create a positive social atmosphere

I don’t know everything, but I certainly know that such communications don’t contribute to the development of a positive atmosphere in society. They are the petrol on the social fuse, not a balm that relieves pain, refreshes us, proactively encourages us or gives us strength to go on.

That’s why I’m not a priori for a society of positive communications, but rather of reasonable communications. And for that we need constructive media pioneers and lighthouses as far as the media and media creators are concerned.

Initially, these cannot just be those young people who run from one location to another and report live with decisive voices from places where there’s no one else but themselves. We need knowledge, experience and analytical skills, complemented with youthful energy, which should be mentored, guided and upgraded, and then selectively and responsibly allowed into the media focus.

Hints of the desired were given five or six years ago by the (prematurely) retired king of the radio airwaves, Jura Hrvačić with his pioneering radio show “Good News”.

It can be done. So let’s work on it, because this is the only – and the real – challenge of today’s society, from now on!

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