In this paper the authors use the comparative method to analyze differences and similarities between basic ethical principles of the Serbian Journalists’ Code of Ethics and the Code of Professional Ethics of the Serbian Public Relations Association. The authors examine whether the interests of PR and journalist professions have to conflict as is usually thought, or they can be both used as a means of informing the citizens, as Philip Patterson believes. In this paper, the theoretical perspectives of Denis Everett and John Merrill are also taken into account. They state that the media is guided by profit, while the public interest, true information and ethics are secondary.

The paper analyses the influence of selfies on public performance. Contemporary media public is called by some theorists (Rojek, 2015) the “egocentric public”, primarily the users of social networks. Hedonism, consumption and egoism are only some of the characteristics of the modern society, which also points to the characteristics of visual culture. From a philosophical viewpoint as one of the phenomena of visual culture to which special attention is given starting with psychologists, art theorists and communication agents, and all the way to philosophers, the selfie supports the hypothesis that individualism  is characteristic to contemporary culture.The paper examines the performance strength of the selfie (Senft, Baym, 2015) as well as the characteristics of the modern media public. The methods include the analytical and descriptive methods. The conclusion is that the selfie confirms that contemporary culture is dominated by individualism and that, from a pragmatic point of view, the contemporary media public belongs to the “culture of selfies“ in which the subject simultaneously becomes an object emphasizing  narcissism and the illusionary focus on the other.

Abstract. Technology development facilitates numerous changes in different areas - social, economic, scientific, etc. New kinds of journalism have appeared, along with numerous questions and ethical problems. Citizens become prosumers, and the need for media literacy is growing. The author explores ethical aspects of media literacy. This research primarily focuses on the ethical regulation of blogs as one of the most widespread forms of expressing opinions among people. Blogging is a tool of citizen journalism which impacts the public sphere; it requires a critical reflection and ethical regulation. The pioneer of blogging, Tim Dunlop (2003), points out that blogs revive the art of argumentation and the idea of public debates. By using descriptive methods, the author analyzes ethical values - credibility, authenticity, justice and objectivity. At the end of the paper, the author compares the ethical Codes for Bloggers with the ethical Codes for Journalism in Norway with the aim of finding commonalities and differences among principles. The conclusion is that it is useful to the welfare of societies to ethically regulate blogs, which has already been done in certain countries. It is important to disseminate knowledge about the importance of ethics for bloggers to young people and journalists because they belong to public spheres. The Blogging Codes are akin to Codes for Journalists, since in both Codes basic ethical values prevail. Keywords: media literacy, weblog, citizen journalism, ethical values, ethical codes

The author reopens the old problem of the aesthetics of television, that is whether television is an art or not. There are aestheticians who find the field for their investigation only in art, and, on the other hand, there are those who go beyond art. Similarly, there are theorists who conceive television as a medium for content reproduction, while there are also those who attribute artistic quality to certain television creativity. Aestheticians use genre analysis as a way to explain the aesthetics of television. In this paper, we investigate the validity of this analysis and its relation with discourse analysis. The results show that both methods are valid, yet discourse analysis could be more adequate in certain cases.

Entertainment media content attracts the attention of younger as well as older audiences. The authors examine the ethical principles that apply to entertainment media content and wonder what is ethically problematic in entertaining content and where to draw the line. The paper also analyzes the codes of ethics of European countries in order to determine whether there are specific provisions for entertaining media content. In the second part of the paper, the results of a survey conducted at the Faculty of Philosophy in Niš are presented with the aim of determining whether young people recognize violations of ethical principles in entertainment media contents. Also, the results reflects the attitudes of students in terms of paying attention to the unethical content of these media - whether ethical violations hurt their dignity and whether they feel deceived.