Euro-Atlantic integration and modern challenges in development policy of public communication in Bosnia and Herzegovina

Abstract

In the middle of the second decade of the twenty-first century, Bosnia and Herzegovina is at the crossroads of political, economic and cultural revitalization of the society as a country that declarative aims for application of European principles of political organization and the membership in the European Union. On this way there are many open issues that are the result of twenty years of political and economic stagnation or collapse of all elements that should be the foundation for the stabilization of a modern democratic society in Bosnia and Herzegovina. The internal reconstruction of the political system and the revitalisation of the institutions of the government or different holders of political reforms means at the same time the fulfilment of the conditions of accession to Euro-Atlantic integration. The development of a unified media policy in Bosnia and Herzegovina, and the establishment of public media service in accordance with the requirements of the European Union and the interests of all citizens are the top issues among the many current challenges that we have to deal with in the future. But for Bosnia and Herzegovina it is not exclusively the interest of communicational research. It must be necessarily seen in the wider context as a political, cultural and economic issue, because the establishment of a single media/communication system is one of the key requirements for a political compromise, the integration of society and the harmonization of other common (primarily economic) interests for all citizens of Bosnia and Herzegovina. One of the key requirements for defining a unified media policy in Bosnia and Herzegovina is agreeing / reconciliation of all complex (heterogeneous) cultural characteristics, as well as the specific characteristics of modern communication situation in a model that would respond to the specific information needs of citizens and the standards applied by the European Union.