In modern information and IT society, creativity is elevated to a pedestal as a condition for market success, but also survival. In other words, in post-industrial production, or the entire economy, ...and certainly media companies, which of course operate according to market principles and are based on information, creativity is the most wanted commodity. In the modern knowledge society, there has been a strong affirmation of the phenomenon of cultural, that is, creative industries that have great importance for the economic, social, political and general development of society. At the same time, changes in the economic, technological and cultural spheres have strongly influenced changes in the media, as an important creative industry. This means that media products (information, videos, pics) and the media are industry, not only because of the rating criteria which dictate the direction of business but also because it is about mass production and consumers. Creativity is an important strategic resource for increasing competitiveness in a knowledge-based economy. However, media policy does not encourage the systematic promotion of creativity. Consumerist entertainment industry suppresses and marginalizes authentic, creative cultural practices, replacing them with pseudo-cultural contests. The integration of theoretical knowledge and education into the Serbian media sphere is practically at the zero points with recurrences that seriously undermine the overall development, application of knowledge, modern technological achievements, and the affirmation of democracy and freedom as the basic precondition for the overall prosperity of society.
Worldwide changes, especially in this region, are reflected in our country which is currently undergoing a process of transition and transformation. Transition and the economic crisis as well are ...inevitably reflected in all spheres of the society, including the tourism industry. The purchasing power (or powerlessness) of the population directly affects the number of trips which are what one first thinks of when talking about tourism. Similarly, the economic (dis)ability of the state adversely affects the improvement of the tourist offer of our country. The demand for a particular destination depends not only on the available time and money, but is also heavily influenced by the media.
Since the beginning of the 20th century it is a demographic fact that women represent over half of the population, while in public sphere they are marginalized. Even Hannah Arendt concluded that 'in ...modern society women are the biggest minority' there is. In the domain of rights (in subjective and objective sense of the notion) women of the 20th century have reached an equal status with men in principle, but in the 21st century between formal and actual right there is considerable discrepancy. Her right to work is obstructed, in political, economic or cultural level as well as in any given professional activity, regardles formally and legally ensured equality and basically accepted reality of the need for an enhanced participation of less represented gender on decision-making positions. Printed media in Serbia makes clear they are marginalized, since they appear as expert collocutors almost nine times fewer than men (89.2 : 10.8 percent in favor of men experts). The effect of 'glass ceiling' implies invisible yet efficacious obstacle in advancement to the highest organizational positions of women. Statistical data clearly shows that there are still no women in places of actual decision-making, and that they are less paid for the same work in comparison to men, her unequal position is evident from the insight to the company ownership structure, as well as remarkably lower representation on leading positions. Moreover, women have fewer possibilities of advancement in career, and get dismissed more often than men in the process of transition. A woman is sometimes in an inequitable position when it comes to earning income for the exact same work carried out by a man, and she is actually not granted access to all positions and functions in the organization of a society. Therefore it is often a case of using 'woman-alibi' in practice, that is directing certain women to high and influential public positions in order to prove there is no discrimination towards women by the society. Nevertheless, without equal, better and more active participation of women, there shall be no faster or advantageous social and economic development.
Worldwide changes, especially in this region, are reflected in our country which is currently undergoing a process of transition and transformation. Transition and the economic crisis as well are ...inevitably reflected in all spheres of the society, including the tourism industry. The purchasing power (or powerlessness) of the population directly affects the number of trips which are what one first thinks of when talking about tourism. Similarly, the economic (dis)ability of the state adversely affects the improvement of the tourist offer of our country. The demand for a particular destination depends not only on the available time and money, but is also heavily influenced by the media.
Nove medijske tehnologije donose nezaustavljive promjene kako na medijskom, tako i na umjetničkom planu, ali i na cjelokupnoj društvenoj sceni. Televizija, Internet, mobilni mediji, ipod... dio su ...svakodnevice koji mijenja način “proizvodnje” informacija, njihovu distribuciju, ali i njihovo dekodiranje. Krajem devedesetih godina prošlog i početkom ovog stoljeća u diskursu o digitalizaciji i medijskoj produkciji, pojedine autore je zahvatio tehnološki determinizam. Ovakvi tehnološki određeni pristupi su posljednjih godina napušteni, jer tehnologija ne predstavlja silu „sama po sebi“, već se prilagođava i primjenjuje u skladu s već postojećim vrijednosnim sustavima, a ti vrijednosni sustavi imaju kulturne, društvene i ekonomske korijene“ (Örnebring, 2010: 68).
Pojava i eksploatacija novih medija, pokreće nove debate u pogledu promoviranja i valoriziranja kulture i umjetnosti. Što se tiče medijskih sadržaja koji zaokupljaju mlade, istraživanja su pokazala da ih u digitalnim medijima najviše zanimaju teme vezane za masovnu kulturu (estrada, film, muzika). Kako je televizija i dalje najpopularniji medij, ustanovljeno je da ova populacija najredovitije prati filmski i serijski program, kvizove, dok je najmanje zanimaju kulturno-umjetničke i informativno-političke emisije (Ilišin, 2003:23). Tako se može reći da mladi od televizije prije svega očekuju zabavu (Ilišin, 1999:148).
New media technologies are bringing unstoppable changes in fields of the media and artistry, but also to the whole social scene. Television, the Internet, mobile media, Ipod...are all part of ...everyday life-changing way of “production” of information, their distribution, and their decoding. In the late nineties and at the beginning of this century, during discourse on digitization and media production, some authors were affected by technological determinism. Such technological approaches have been abandoned in recent years, because the technology is not a force “in itself”, but instead, is adapted and applied in accordance with the existing systems of values, and those systems of values have cultural, social and economic roots (Örnebring, 2010: 68).
New media technologies are bringing unstoppable changes in fields of the media and artistry, but also to the whole social scene. Television, the Internet, mobile media, Ipod...are all part of ...everyday life-changing way of “production” of information, their distribution, and their decoding.In the late nineties and at the beginning of this century, during discourse on digitization and media production, some authors were affected by technological determinism. Such technological approaches have been abandoned in recent years, because the technology is not a force “in itself”, but instead, is adapted and applied in accordance with the existing systems of values, and those systems of values have cultural, social and economic roots (Örnebring, 2010: 68).
The article deals with the actual and important issue
of the market communication, i.e. with ads and advertising,
and especially the abuse of women in the process.
The woman is not simply variously ...presented in
ads (in stereotypical manner as woman-mother,
housewife; decorativelly, as a decorative object).
Moreover, only certain parts of her body are highlighted.
The evidence is abundant and all around us:
from billboardds to ads in dailies and weeklies, and
television. The female body is thus used to various
purposes, most often with no reason, with no connection
with the product: in ads for beer, tyres, cars. Bereft
of better means, imagination or morals, the advertisers
usually sell their products using the picture
of a beautiful female body, though the women are not
a target group of their products.
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