Medijska pismenost i PR - od protivrečnosti do uzajamnosti

Abstract

The development of the concept of media literacy in the countries of the Western Balkans takes place with many differences in the dynamics, content and understanding of the basic principles of media literacy. Accepting internationally recognized principles of media and information literacy, educational, academic and media authorities in different ways understood and began to apply the concept. The level of development and application of the concept of media and information literacy varies considerably in the countries of the region, and in some countries there is almost no progress. One of the issues that is necessarily imposed is the question of methods of working and using resources. The thesis we are starting to explore is that the concept and principles of media and computer literacy are not sufficiently represented and interpreted in either the academic or the general public in the countries of the Western Balkans. The relative closure of the concept into the narrower academic frameworks is completely contrary to the ideas of media literacy and, as such, causes significant damage to the promotion of the concept of media and information literacy. The key question is the relationship between the concept of media and information literacy and its presentation and communication with the broadest public. Was the concept of media literacy lacking in public relations, from which, consequently, a better understanding and support of the same public would emerge? In this paper, we investigate the relation between media and information literacy and public relations as two different phenomena and models, as well as their conditionality and the necessity of cooperation towards the realization of public interest.