CM: Communication and Media ISSN 2466-541X; 2466-5452 (Online)

ARTIFICIAL INTELLIGENCE IN TV CONTENT AUDIO DESCRIPTION

Tatjana T Ćitić — 2026-02-27

Abstract: Providers of audio-visual media services, especially media public services, are obliged to provide the accesibility of TV contents to the blind and visually impaired. Legal regulations differ from one country to another, but at the core of all legal acts, in case there is no obligatory quota, there is the tendency to make as many TV materials as possible accessible to the persons with impaired sight. At the age of expanded programme offer through linear broadcast of basic and specialised TV channels, along with video streaming platforms and non-linear services, particularly of “videos on demand“ (VoD), the development and implementation of artificial intelligence are recognised as the tool that could provide, with the implicit quality, a wider contents accessibility. Media experts, just like the users, recognise the advantages, but also the shortcomings in practical usage, the concept that will be presented in this paper through scientific interviews conducted with the experts for the access services from European public service media, such as the BBC and TV France, and with a blind person, a specialised consultant within the team of the Radio-Television of Serbia for creating scenarios for audio-description. The aim of this paper is to use a case study, scientific interviews and analysis of technical-technological possibilities, current initiatives in the development of services for availability and new programme activities, to observe the benefits, as well as to point at the drawbacks in the current degree of implementing artificial intelligence and in the advantages of the presence of human factor in the process of adjusting the programmes for the blind and visually-impaired.

Media and Cybersecurity: Representation of Cybercrime in the Serbian Digital Space

Aleksandar Bogićević — 2026-02-27

Relying on the application of framing theory, a content analysis was conducted on 222 news articles published between February 2022 and February 2025 on three online platforms: RTS (the national public broadcaster), Kurir (tabloid daily), and Danas (a critically oriented media outlet). The articles were coded according to thematic focus, geographic scope, information sources, presence of educational content, and dominant journalistic frames. The study aims to examine how Serbian media construct representations of cybercrime and to what extent these representations may contribute to either the education or the misinformation of the public regarding this important issue. The findings indicate that cybercrime is most frequently framed through conflict and responsibility attribution, with particular emphasis on inter-state cyberattacks in the context of the conflict in Ukraine. Domestic cases, however, are often portrayed as technical incidents of limited political significance. It is important to note that, although educational content aimed at raising individual awareness of cyber security is present, it is often overshadowed by alarmist and simplified reporting. The study concludes that, despite recognising the growing significance of cyber threats, the observed Serbian media have not yet fully adapted their reporting to the complexities of cybercrime. The preference for sensationalism and institutional narratives over critical engagement may lead to a distorted public perception of cyber security. Nevertheless, the identified presence of preventive and educational messages highlights the potential of the media as a significant component of societal resilience in the digital age.

Use of artificial intelligence in editing local online media

Aleksandra Ničić — 2026-02-27

Artificial intelligence (AI) has begun to change not only the habitus of journalists, but also the editorial practices themselves. Faced with a lack of resources, local editors are trying to use the capacities provided by artificial intelligence, side by side, with colleagues from large media. However, financial vulnerability, lack of time for training and lack of staff stand as obstacles to the effective application of artificial intelligence in local online media editing.

Therefore, the main goal of this paper is to investigate to what extent and in which ways are the AI tools used in editing local online media in Serbia, as well as the specific challenges that local editors face in this domain. The research is focused exclusively on the application of AI tools in editorial processes, and its core are the experiences, decisions, attitudes, dilemmas and predictions of local online media editors regarding the use of artificial intelligence in online media editing. Key methods were an in-depth interview and a survey, in which participated the editors of the local online media 021.rs, In medija, Za medija, Kolubarske, Al pres, Glas Šumadije and Glas Podrinja.

The research results showed that the editors of local online media most often apply artificial intelligence tools for copy editing and predictive analytics. As the biggest problem they emphasize insufficiently developed skills for applying AI tools and the lack of clear ethical rules in this domain. Thus, only two local newsrooms that are part of the research have guidelines for the ethical use of artificial intelligence, while others are still planning to develop internal codes for this purpose.

Internal communication in the function of business success of digital media

Samir Ljajić — 2026-02-27

The importance of efficient functioning of companies or media complexes is largely determined by internal and external communication. External communication factors concern the state of the market and the readiness for a certain corporation to market its products in the right way, that is, in the media context, contents in a purposeful and marketing efficient way. The subject paper discusses the factors of internal and external communication, with an apostrophe on internal communication in order to grow media companies and achieve business success, both from the perspective of marketing campaigns and from the perspective of market visibility of the media. Some of the issues discussed in the subject work concern the use of digital platforms for the purpose of better promoting media companies and marketing campaigns. The work of the "Južne vesti" portal was analyzed using the case study method, while the potential of the digital public sphere in the context of succsessful target advertise was illustrated through the example of the marketing campaign of the "Xiaomi" company.

THE DISCOURSE OF BANNER MESSAGES AT STUDENT PROTESTS IN SERBIA (2024–2025)

Nikola Perišić — 2026-02-27

Student protests in Serbia have been ongoing since December 2024 and grew out of public gatherings in November 2024 calling for political responsibility after the collapse of the canopy at the Novi Sad railway station, which killed sixteen people. In response, students held a daily memorial at 11:52am (the exact time the canopy fell on November 1, 2024), lasting sixteen minutes, that is, one minute of silence for each victim. In late November, several participants in these memorials were hit by cars in multiple locations in Belgrade, and in some cases the drivers who endangered them were found to be connected to Serbia’s ruling parties. All of this contributed to students’ decisions, from December 2024 onward, to suspend classes and block university facilities, while, at pre-defined time periods, organizing mass protests in various Serbian cities throughout 2025. At those protests a wide array of banners were displayed to focus public attention on the messages students wanted to send. The prevailing banner messages aligned with the values promoted during the protests: freedom, responsibility, anti-corruption, etc. The dominant discourse relied on allusive and ironic elements, often inspired by public statements by government officials, by popular culture elements (song lyrics, and film or TV lines), and by the “re-branding” of slogans from the 1990s protests, with the intent to evoke parallels and to link Aleksandar Vučić’s rule to that of Slobodan Milošević.

RISK COMMUNICATION REGARDING JADAR PROJECT - Between ethics, profession and politics

Želimir Kešetović — 2026-02-27

Summary: The paper analyzes risk communication in the context of the Jadar project - a mining venture of the Rio Tinto company for the extraction of lithium in the Jadar valley. The communication of key actors: the Rio Tinto company, the ruling political structures in Serbia, the political opposition and non-governmental organizations and experts is monitored through the analysis of timelines of key events, press releases and discourses of various actors. In the conditions of insufficient knowledge of the objective dimensions of the hazard, a sharp polarization can be observed between the supporters/proponents of the project (the company itself, the ruling political structure and part of the experts) who believe that the potential dangers are within the acceptable range, and the possible profit is significant, and other communication actors who stand on the diametrically opposite point of view. The aggressive campaign of the government and the company in favor of the project resulted in an increase in the number of opponents of the project, which is understandable in the conditions of lack of trust in institutions, absence of a culture of dialogue, high corruption and a divided society. In order to get closer to the ideal risk communication as an exchange of true information between experts and laymen, the responsible authority that takes care of the general interest would have to completely change the pattern of behavior and place itself in the role of facilitator and mediator that enables an open dialogue of interested parties on the media with a national frequency.

Book review: Rabbis, Reporters And The Public In The Digital Holyland.

Čedomir Božić — 2026-02-27