Predrag Bajić

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Faculty of sport, University “Union - Nikola Tesla”, Belgrade

PERIODICS

COMMUNICATION SOVEREIGNTY OF SERBIA AND NEW INSTRUMENTS OF SOFT POWER

Considering the concept of security as one of the vital functions of the state and the great importance of communication flows in its structure, the text discusses the role of information and public opinion in the processes of protection of national values. In a multipolar geopolitical environment, the nature of international relations is gradually being redesigned, as well as the instruments of national power. Digital technologies are becoming more and more integrated into modern information and communication systems and security strategies, spreading soft power that becomes much more effective than military force through significant psychological action. In conflict situations, the one who creates the dominant discourse wins in propaganda actions, not only within his community but also in a wider part of the global audience. Planning, shaping, implementing and managing a complex process of constructing reality is part of a modified frame of reference, in which each medium has its significance and place in the wider system of propaganda influence. This means that it is not important what happened, but how it will be presented in the media. Also, the digital age has brought a new challenge - social media, the ability to communicate and disseminate information in a way that is not part of the traditional view about media organizations. It is increasingly difficult for states to maintain communication sovereignty in a global network society, but it is clear that it is necessary to formulate a concrete media strategy for the preservation of national values, instead of a simple declarative commitment to them.

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