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The modern era of capitalism is characterized by mass production. Consumer society is the target of producers whose demand depends on financial success of companies. An important correlation between consumers and producers is created by advertising and propaganda activities. Traditional and new media through which the advertising message is conveyed play an important mediating role. Marketing agencies nowadays offer advertising creation services, run by an entire team of PR managers. Many commercials are created in a way that approaches the form of art, without taking any care about ethical principles. In this paper, we highlight the manipulative, persuasive influence of advertising and the abuse of children in advertisements.The first part of the paper covers the definition of advertising and the chapter about advertising in the media. In the second part of paper, attention is paid to the impact of advertising on consumers, as well as on the role of children abuse in commercials. Based on the analyzed commercials, it is concluded that children in advertisements are used as a means of achieving economic goals, and that the elements of the analyzed advertisements are used to manipulate children.

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Culture is one of the most important features of the people. Based on cultural patterns, different societies are identified. The values of individual societies are also based on art, on the representation of which the degree of spirituality of a certain nation may depend. That is why awareness of art and culture is very important. As the media is marked as a force that has the power to influence the audience what to think about, as well as what to think, the media content about culture, the representation of reporting and the way in which culture is reported are of great importance. Reporting on culture should be one of the basic tasks of the media, bearing in mind their importance for the formation and preservation of cultural identities. One of the main goals in this paper is to determine whether, to what extent and in what way online media portals report on culture. The paper analyzes the section "culture" on the media portals of the dailies Danas, Novosti and Srbija Danas. According to the research, Danas took topics from culture seriously, and with its analytical approach and in-depth processing of certain topics, it showed that it attaches special importance to the "culture" section. The results also showed that Novosti reports on culture, while on the Srbija Danas portal, culture is marginalized. One of the most striking negative results is the centralization of culture to a large extent on all three online portals.

Razvoj novih civilizacija uticao je na transformaciju društvenih identiteta, a neretko i verskog. Sa pojavom informatičke civilizacije menjaju se prioriteti, način življenja i dolazi do prožimanja i oblikovanja kulturnih obeležja različitih naroda. Usled tehnoloških mogućnosti premrežavanja ljudi na planetarnom nivou, identiteti različitih društava postaju vidljivi i otvoreni. Time je stvorena mogućnost formiranja ili oblikovanja identiteta u korelaciji sa pripadnicima različitih religija, kultura, tradicija, stavova, iskustava. U savremenom globalizovanom svetu, afirmacija i identifikovanje ličnosti se odvija između nacionalnog i globalnog. U nacionalnim okvirima, čoveku pripadaju specifična obeležja koja utiču na izgradnju identiteta. Međutim, zapadne sile proizvode globalne univerzalne ekonomske i kulturne obrasce koji su prošireni i utemeljeni u svetu. Potrošačka kultura je postala globalno univerzalno obeležje svih društava u okviru koje često dominira potrošački identitet nad verskim. U informatičkoj civilizaciji, virtuelna stvarnost sve više predstavlja alternativu realnosti. Na to ukazuje i pojava sajber religije u okviru koje je verski identitet značajno oslabljen. Ekranizacija sveta, okruženost digitalnim efektima i sprovođenje religijskih običaja u virtuelnom prostoru predstavlja važan faktor uticaja na verski identitet. Osnovni cilj u ovom radu je razmotriti specifičnosti savremene informatičke civilizacije i procese izgradnje potrošačkog, poslušničkog mentaliteta koji su, potpomognuti virtuelnom animacijom stvarnosti, doveli do krize verskog identiteta i društava današnjice.