Анка Момчило Михајлов Прокоповић

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The aim of this paper is to present the ways and forms in which traditional media have adapted to the digital world, primarily to the Internet social networks and the interactive possibilities provided by them. The research question is: do and to what extent the traditional media use the opportunities offered by social media. During the search for the answer to this question, the results of this academic research and the results obtained from the in-depth interviews with the editors of the web sites of the six leading traditional media in Serbia carried out by the author of this paper were analyzed. The conclusion is that traditional media use social networks predominantly to promote their online editions, and that those media which want to be influential in this filed use social network sites as a source of information and generate a new genre - a live blog.


traditional media, online media, internet social networks, Twitter effect, digital communication

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