Publication Date: November 2023
Research and Editorial Team: Tijana Blagojev; Duško Medić; Nedim Sejdinović

Published in Serbian - “Strategija razvoja medijskog sistema Srbije (2020-2025) i njena implementacija: Saznanja, stavovi i predlozi medijskih radnika” - “Strategy for the development of the Serbian media system (2020-2025) and its implementation: Knowledge, attitudes and proposals of media workers” is a research which has been funded by the European Commission and jontly conducted by a number of Serbian stakeholders: Asocijacija medija; Asocijacija onlajn medija; Nezavisno društvo novinara Vojvodine (NDNV); Nezavisno udruženje novinara Srbije (NUNS); Lokal Press; Slavko Ćuruvija fondacija (SĆF). 

One of the most striking findings from the research is the pervasive lack of trust among Serbian media workers in the institutions responsible for implementing the Media Strategy. According to the survey, 61.32% of media professionals expressed low confidence in institutions and doubted that strategic documents and legal amendments would significantly alter the media landscape or practices in the country. This skepticism is rooted in a broader distrust of the political influence on the media scene, with many believing that political forces will not easily relinquish their control.

Despite this distrust, media professionals generally support the solutions proposed in the Media Strategy. They acknowledge the potential of these solutions but are skeptical about their practical implementation and effectiveness. This dichotomy underscores the complex relationship between the media sector and political institutions in Serbia.

Emphasizing Self-Regulation

Given the distrust in governmental institutions, media workers place a high value on self-regulatory measures that can enhance the quality of media content with minimal state intervention. This includes various forms of education and training aimed at improving professional standards and ethical practices within the media industry.

Self-regulation is seen as a crucial area where positive changes can be achieved independently of political interference. By focusing on internal improvements and peer-driven standards, the media sector can strive for higher quality and credibility.

Moving Forward: Recommendations and Future Steps For Implementing The Strategy

  1. Increasing Awareness and Understanding: To bridge the knowledge gap, it is essential to organize more workshops, training sessions, and discussions, especially in local communities. These initiatives should be collaborative efforts between media associations and local media outlets.
  2. Practical Implementation and Effects: Media workers need to witness tangible effects of the strategy's implementation to recognize its importance. Ensuring the provision of resources and striving to free the media sphere from political influence are crucial steps.
  3. Consistent Application: Consistent application of the Media Strategy is vital. Any deviation undermines the strategy's credibility and effectiveness.
  4. Media Literacy and Combating Disinformation: Addressing the spread of disinformation through strategic measures, including the use of artificial intelligence, is essential. Focus groups have identified valuable approaches to tackling this global challenge.
  5. Supporting Local and Regional Media: The situation in local and regional media reflects the overall state of public information and the democratic potential of Serbia. Ensuring sustainability, pluralism, and independence in these media outlets is crucial for the broader media landscape.

Conclusion

The journey towards achieving these goals has encountered significant challenges and skepticism among media professionals. The future of Serbia's media landscape hinges on effective reforms and the active involvement of all stakeholders. By addressing the identified challenges and implementing the recommended steps, Serbia can move towards a more independent, professional, and credible media system that supports democratic values and informs its citizens accurately and responsibly.

Tags: Serbia Media freedom Media ownership Media pluralism Safety of journalists

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