Abstract
Today, globalized media are not only means of transportation which transfer culture from one part of the world to the other, but first of all they are instruments by which few so called 'global players' - owners try to achieve cultural and information hegemony. To these big players in Serbia, from different reasons, are added numerous small or bigger media owners who uncritically follow the imposed behavioral patterns and practice. In this paper the author presents the part of his extensive empirical research entitled 'The international influence of political elite, new owners, editors and journalists and their reflection on the social changes in Serbia at the beginning of the 21st century' describing the consequences of Serbian globalized media influence on culture and ethnic identity. The need of more active role of journalists in these hard, transitional, times is specially pointed out.
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