Infokratiya and Political Communication Infokracija I

Home , Political communication

Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Informatol. 48, 2015., 1-2, 12-20 12 INFO-2128 UDK: 316.75:659.3:327.8:007 Primljeno / Received: 2014-04-14 Izvorni znanstveni rad / Original Scientific Paper

INFOKRATIYA AND POLITICAL COMMUNICATION

INFOKRACIJA I POLITIČKA KOMUNIKACIJA

Zoran Jevtović, Zoran Aracki Faculty of Philosophy, University of Nis, Serbia Filozofski fakultet, Sveučilište u Nišu, Srbija

Abstract Sažetak Internet, social networks and global media signi- Internet, društvene mreže i globalni mediji bitno ficantly change the socio- psychological model of mijenjaju socijalno-psihološki model demokrats- democratic decision- making, since citizens more kog odlučivanja, jer građani sve češće vlastite sta- and more their own attitudes, believes and beha- vove, uvjerenja i obrasce ponašanja zamjenjuju vior patterns replace by media pictures. Willing- medijskim slikama. Volja pojedinaca se lomi i ness of individuals is breaking and reshaping, preoblikuje, postajući dio političkog preuređenja, becoming the part of political reorganization, pri čemu ih država nevidljivim bičem prisiljava whereas the state with the invisible lash force da budu istinski svoji kada to ne mogu sami. Moć them to be truly their own as they are unable to tematiziranja izbija u fokus interesa, proaktivne do that themselves. The power of thematization komunikacijske strategije usmjeravaju javni di- pushes into focus the interests, pro –active com- jalog, a personalizacija zamagljuje ideološke inte- munication strategies direct public dialogue, and rese. Umjesto kritičkog komuniciranja masama se personalization blurs ideological interests. Ins- nude obećavajući paketi filtriranih informacija, tead of critical communication, masses are offered pažnja se usmjerava ka ciljevima bogatih i vla- promising packages of filtered information, the dajućih, dok politička komunikacija više skriva attention is focused to goals of the rich and go- nego što otkriva. Analizirajući sve uočljiviju ulo- verning while political communication is hiding gu medijskog menadžmenta, PR-a i oglašavanja u more than discovering. Analyzing increasingly javnoj sferi, autori zaključuju kako se sa digitali- noticeable role of media management, PRs and zacijom povećava podvojenost između onih koji advertizing in the public sphere, the authors as- upravljaju i onih kojima se upravlja, ali i da se po- certain that digitalization increases separation litička demokracija postepeno transformira u in- between those who manage and those who are fokratiju koja suverenitet građanina delegira na managed, and also political democracy gradually komunikacijske centre. transforms into infokratiya which delegates sovereignty to citizens on communication centers.

Introduction/1/ importance since the planning, conducting and controlling of media contents, in practice Modern society is in crisis: theory structures means social processes managing and in- and experience facts are more often in di- fluence on decision making. While at the same sagreement, values and patterns loose recogni- time, politics of representation (visibility in the zable forms, the objective reality is trans- public space) is in direct dependence on media formed by technological tools in symbolic per- support which intensifies, weakens or filters formances, while logic methods and opinion the citizen’s expectations. Traditional state forms gradually give way to propaganda skills (parliament, government) and many other formed upon creations of PR weaving masters. agencies (churches, syndicates, citizen initia- Hence, political communication is gaining in tives, NGO-s, universities and so on) due to in-

ISSN 1330-0067 Coden: IORME7

Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Informatol. 48, 2015., 1-2, 12-20 13 Informatol. 48, 2015., 1-2, 12-20 INFO-2128 UDK: 316.75:659.3:327.8:007 creasing social differentiations, pluralisations Democracy in the new media network Primljeno / Received: 2014-04-14 Izvorni znanstveni rad / Original Scientific Paper and globalizations try to preserve former influence, but they are more difficult to manage The capability of the society to plan, manufac- INFOKRATIYA AND POLITICAL COMMUNICATION because social- structure dilution, the indivi- ture, process, control, store or distribute the dualization processes and secularization, toge- public information to others reveals its politi- ther with increasing political indifference cal and security power. The model of Delibe- INFOKRACIJA I POLITIČKA KOMUNIKACIJA change democratic platform. In the era of the rative Democracy /4/ founded on permeability new media “Great Stories”, as they were na- of the public sphere channels is in direct de- med by French philosopher Jean-François Lyo- pendence on choice, information type and Zoran Jevtović, Zoran Aracki tard, having in mind the comprehensive cons- format, discourse and data selection, which Faculty of Philosophy, University of Nis, Serbia tructions such as Christianity and Marxism ‘ gives to communication space and time its Filozofski fakultet, Sveučilište u Nišu, Srbija have lost the credibility”, and the new narra- contextual frame. By abolishing of geographi- tive, which would take their place on the pla- cal distance (it all happens in front of our eyes) Abstract Sažetak netary stage has not been created yet. In in- and psychological isolation (maybe we are the Internet, social networks and global media signi- Internet, društvene mreže i globalni mediji bitno fokratiya - as we define the last decade of 20th next), enforced by technological dispersion, ficantly change the socio- psychological model of mijenjaju socijalno-psihološki model demokrats- and the beginning of 21st century - the context media gradually adopt our freedom and also democratic decision- making, since citizens more kog odlučivanja, jer građani sve češće vlastite sta- of possible intervening in reality has been es- our opinion, attitudes, habits, behavior pat- and more their own attitudes, believes and beha- vove, uvjerenja i obrasce ponašanja zamjenjuju sentially changed, because the state sovereign- terns. “The truth order reclines on imposing of vior patterns replace by media pictures. Willing- medijskim slikama. Volja pojedinaca se lomi i ty has been significantly reduced./2/ The symbolic presentations, new type of the spiritual ness of individuals is breaking and reshaping, preoblikuje, postajući dio političkog preuređenja, thunderous demolition of the Berlin Wall mo- violence as social challenge, whereas magnetic field becoming the part of political reorganization, pri čemu ih država nevidljivim bičem prisiljava ved the first bricks in the global construction, of events in the public space is made of public in- whereas the state with the invisible lash force da budu istinski svoji kada to ne mogu sami. Moć designing new geopolitical relations, and the formation, ways of the presentation and manipula- them to be truly their own as they are unable to tematiziranja izbija u fokus interesa, proaktivne value patterns as well. The changes have tion”./5/ The webbing is simultaneously woven do that themselves. The power of thematization komunikacijske strategije usmjeravaju javni di- become visible in all the spheres: from safety, on the braider of both classical and digital me- pushes into focus the interests, pro –active com- jalog, a personalizacija zamagljuje ideološke inte- law, religion and ecology via economy, socio dia, which in real life announces severe battle munication strategies direct public dialogue, and rese. Umjesto kritičkog komuniciranja masama se demography and psychology to informatics, for the attention of the public and also for personalization blurs ideological interests. Ins- nude obećavajući paketi filtriranih informacija, philosophy, media and communicology. The spreading of consociational democracy./6/ The tead of critical communication, masses are offered pažnja se usmjerava ka ciljevima bogatih i vla- world of media intermediation, networking, communication processes with the appearance promising packages of filtered information, the dajućih, dok politička komunikacija više skriva virtual reality has appeared…… An ordinary of internet and social networks are close to attention is focused to goals of the rich and go- nego što otkriva. Analizirajući sve uočljiviju ulo- citizen, with the computer and modem, has what Karl Raimund Popper calls the third verning while political communication is hiding gu medijskog menadžmenta, PR-a i oglašavanja u more information than both powers in the Se- world./7/ This author explained the transforma- more than discovering. Analyzing increasingly javnoj sferi, autori zaključuju kako se sa digitali- cond World War,/3/ while home appliances tion through the world of object, things- noticeable role of media management, PRs and zacijom povećava podvojenost između onih koji that serve him replace more than hundred somewhere-out; which is somehow confronted advertizing in the public sphere, the authors as- upravljaju i onih kojima se upravlja, ali i da se po- slaves owned by Roman emperors. Wealth of to subject. The second world is the idea in the certain that digitalization increases separation litička demokracija postepeno transformira u in- information and hyperlinks change the culture awareness, the world of subject, while the third between those who manage and those who are fokratiju koja suverenitet građanina delegira na of their lives, but this is lingeringly noticed wi- world is made of physical representations of managed, and also political democracy gradually komunikacijske centre. thin the system. Modern man watches more ideas, statements, texts, pictures that originate transforms into infokratiya which delegates sove- than understands, depth replaces by surface, from the second world and exist at the same reignty to citizens on communication centers. while analysis and synthesis are withdrawing level as the first one. Hence the space of social before diagonal reading and skimming over networks is not geometrical, but logical be- headlines and key words. The communication cause the connections are established on the Introduction/1/ importance since the planning, conducting and paradox has been born: the society has never basis of subject category (such as on Yahoo, controlling of media contents, in practice been richer with numerous signs and mea- Lycos or other searchers) or metaphoric con- Modern society is in crisis: theory structures means social processes managing and in- nings, but at the same time never before has nections ( words have implication within text and experience facts are more often in di- fluence on decision making. While at the same been hungrier of their authenticity and criti- frames, supporting connection with similar sagreement, values and patterns loose recogni- time, politics of representation (visibility in the cism. From the creator of own knowledge, we words or phrases). In his time, Aristotle the zable forms, the objective reality is trans- public space) is in direct dependence on media evolve in to the hunters of data into the digital power of demoia (people) perceived in the formed by technological tools in symbolic per- support which intensifies, weakens or filters forest that we are surrounded with. mass: oligarchs have wealth, aristocracy heri- formances, while logic methods and opinion the citizen’s expectations. Traditional state tage while population reclines on the num- forms gradually give way to propaganda skills (parliament, government) and many other ber./8/ Philosophers suggested numerous formed upon creations of PR weaving masters. agencies (churches, syndicates, citizen initia- types of cognition efficiency justification:” Hence, political communication is gaining in tives, NGO-s, universities and so on) due to in- knowledge that may be deduced from some privile-

ISSN 1330-0067 Coden: IORME7 ISSN 1330-0067 Coden: IORME7

Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Informatol. 48, 2015., 1-2, 12-20 14 ged, deeply based knowledge from which, after all, media. The pictures created by journalists, PR all knowledge arises; knowledge acquired by reliable services, agencies for marketing or informing, techniques; knowledge as a part of one coherent spin masters, lobbyist, professional communi- world picture”./9/ In analogy, Internet and so- cators and other tailors of propaganda web- cial networks would be the most numerous bing determine the strategy of political com- and most powerful agora today, because they munication, with the aim to adjust reality to in- offer information everywhere, to everyone terests of the ruling powers. (whoever possesses a modem) and at any mo- ment. However, instead of supplementing Media in the service of power elite immediate interaction in practice, they are simplifying it, bringing citizens down to the The dream about free and independent media automated entities status that efficiency of ob- was the myth in the past. To rule the society tained data measure by the usefulness degree. means to master communication flows, conflict Knowledge mediated by new media leads to situations and crisis; in a word to decide on infection of heuristic opinions, fast search for ways of media presentation. In this way we come answers with less investment./10/ to the new paradox: mass media industry in- The classical parliamentarism that domi- forms, announces, entertains but also creates nated in 19th century and partisan partocracies the sophisticated type of ideological control. glorified in transition communities during the The process of making decision is impossible last decades of 20th century, allowed the ap- without cooperation with media that become pearance of public democracy,/11/ which is in di- “operational modus’ of contemporary com- rect dependence on the management of community./13/ The journalism character has also munication flows and contents. Without media changed, but few people even mention it: the there is neither continuous and stable commu- middle classes that created institutions of in- nication between political actors, nor the independent press have disappeared, thus the fluence on constructing of pictures about reali- new order transfers information into market ty. The sphere of political action has gradually services which values increases with deficien- transformed: mass, social structure and ideo- cy! Consequently, instead of working for citi- logical loyalty in political parties are separa- zens, media is working for elite, advertisers, ting, while citizens are choosing according to political leaders, parties or media owners, thus interests which seem to be the most suitable to becoming the part of the establishment and ac- them./12/ In practice people, facts, values and cepting the adequate rewards of corporate events are still integral parts of every envi- money or the closeness to the holders of the ronment and they get political visibility and power./14/ New media change the Planet, and social influence only when media meanings, us as well! The overproduction of information constructions, opinions and interpretations are in the digital form converts the human mind, created. The problem is not relevant by itself personal relations and cultural activities, whe- but it becomes such only when the debate is reat cognitive level weakens. Nicholas Carr opened in the public space, and the fight for its notes that modern readers (viewers and lis- monitoring means also invisible fight for socie- teners) lose the ability for deeper analysis of ty management! The power is formed in com- media contents, and also less remember be- munication activity, and only when there is cause they are lulled that they can always and media feedback it becomes recognizable! Me- everything find on the Network./15/ The prac- dia produce social consensus, by which politi- tice of deep reading that was popular at the cal communication and symbolic mobilization time of Gutenberg’s invention, in which “the become the activators of public opinion. The silence was the part of the meaning, peace of awareness of individual is forming, modeling mind”, is becoming pale, presumably it will re- and adjusting to establishment interests, but tain among rare and decreasing intellectual the whole of the process is invisible to an ordi- elite./16/ Also, the focus of content has been nary and uneducated observer who, as an ob- changed: instead of the story about general ject of political process hardly perceives the in- good (public issues) there has been instrumen- teraction of politics, safety, management and talization of the contents that provoke and

ISSN 1330-0067 Coden: IORME7

Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Informatol. 48, 2015., 1-2, 12-20 15 Informatol. 48, 2015., 1-2, 12-20 ged, deeply based knowledge from which, after all, media. The pictures created by journalists, PR smear political opponents, incitement or pack- be in the hands of some elite! Immense number all knowledge arises; knowledge acquired by reliable services, agencies for marketing or informing, ing of the affairs for the purpose of their credi- of media platforms makes the battle for support techniques; knowledge as a part of one coherent spin masters, lobbyist, professional communi- bility destruction. Sensations and spectacles harder, because the ability of imposing issues in world picture”./9/ In analogy, Internet and so- cators and other tailors of propaganda web- seduce the critical mind, so the attention is di- the agenda of public debate is in possession of cial networks would be the most numerous bing determine the strategy of political com- rected to fun and tabloidism, while political ac- mainstream media only. Hence, the subordi- and most powerful agora today, because they munication, with the aim to adjust reality to in- tors silently realize the true goals. The com- nated class is becoming poorer and more dis- offer information everywhere, to everyone terests of the ruling powers. municative reference framework is constructed tant from the financial power, which is radica- (whoever possesses a modem) and at any mo- behind the screens, attitudes and behavior of lized by concentration of the wealth on only one ment. However, instead of supplementing Media in the service of power elite citizens are in the spotlight, whereas euphoric side./19/ Big corporations make world markets immediate interaction in practice, they are transparency hides the discretion of elite itself using propaganda campaigns for own needs, simplifying it, bringing citizens down to the The dream about free and independent media deciding on important issues. In difference but also for psychological remodeling. In this automated entities status that efficiency of ob- was the myth in the past. To rule the society from the past when the party made the new way elite become richer, but it is not enough be- tained data measure by the usefulness degree. means to master communication flows, conflict class, today a class (specially the middle one) cause they are constantly hungry for new terri- Knowledge mediated by new media leads to situations and crisis; in a word to decide on disappears while a party becomes stronger! tories and markets. infection of heuristic opinions, fast search for ways of media presentation. In this way we come Leaders and masses become more distant than answers with less investment./10/ to the new paradox: mass media industry in- ever, so media by flowing of statements, sur- Citizens targeting mediatization The classical parliamentarism that domi- forms, announces, entertains but also creates veys, announcements and similar forms distri- nated in 19th century and partisan partocracies the sophisticated type of ideological control. bute the impressions important for further ac- The power of new media is not in talking to glorified in transition communities during the The process of making decision is impossible tions. Social networks create illusion on inte- people what to think, but in invisible imposing last decades of 20th century, allowed the ap- without cooperation with media that become ractivity of leaders and electorate, creating of of issues and attitudes what they should think pearance of public democracy,/11/ which is in di- “operational modus’ of contemporary com- political communication control models from about. It is absurd, in communication rich so- rect dependence on the management of community./13/ The journalism character has also which disappear like noise confronted atti- ciety to information transformed by media munication flows and contents. Without media changed, but few people even mention it: the tudes, ideas and opinions. Elite as groups of give the importance, for mass media and social there is neither continuous and stable commu- middle classes that created institutions of in- people who directly execute authority or are in networks are often the first and only informa- nication between political actors, nor the independent press have disappeared, thus the position to strongly influence it are changing in tion sources. The agenda setting theory is im- fluence on constructing of pictures about reali- new order transfers information into market the transformed community. If they at the be- portant because it points the relevancy of the ty. The sphere of political action has gradually services which values increases with deficien- ginning made “ the upper layer of society, no- events, appearances or personalities, and also transformed: mass, social structure and ideo- cy! Consequently, instead of working for citi- minally determined groups of people…..called influences the political attitudes of the public. logical loyalty in political parties are separa- zens, media is working for elite, advertisers, aristocracy,”/17/ with Marx’s theory of social The speed of communication is constantly in- ting, while citizens are choosing according to political leaders, parties or media owners, thus classes and conflicts developed the apprehen- creasing (each new appliance is faster than the interests which seem to be the most suitable to becoming the part of the establishment and ac- sion that they base their power on instruments previous one and has greater information them./12/ In practice people, facts, values and cepting the adequate rewards of corporate of economic production and in thus acquired flow), innovation is emerging to forefront ( the events are still integral parts of every envi- money or the closeness to the holders of the privileges. The compensation of elite itself, es- message has never before been more original), ronment and they get political visibility and power./14/ New media change the Planet, and pecially in modern democratic societies has interactivity is enchanting ( it is always to re- social influence only when media meanings, us as well! The overproduction of information been changing, because with the transformation ply the message), while creativity has never constructions, opinions and interpretations are in the digital form converts the human mind, of social structure the strategic power of infor- been at this level ( almost unlimited possibili- created. The problem is not relevant by itself personal relations and cultural activities, whe- mation is increasing. Media, actually become ties of picture aestheticization, tone filtration but it becomes such only when the debate is reat cognitive level weakens. Nicholas Carr “the means that provide social legitimacy to and similar). “The truth” is created in front of opened in the public space, and the fight for its notes that modern readers (viewers and lis- newly emerging elites”./18/ They, then use the TV cameras, microphones or in digitalized monitoring means also invisible fight for socie- teners) lose the ability for deeper analysis of pages of press and TV and radio program mi- studios, while audience slowly and disap- ty management! The power is formed in com- media contents, and also less remember be- nutes as a platform for idea presentation and pointed realize that more often is the victim of munication activity, and only when there is cause they are lulled that they can always and programs and by mediating between social base media fraud./20/ The political communication media feedback it becomes recognizable! Me- everything find on the Network./15/ The prac- and political leadership become the mirrors of serves spreading of ideological constructs dia produce social consensus, by which politi- tice of deep reading that was popular at the public opinion. The orientation towards the pu- whereby a citizen becomes a consumer who in cal communication and symbolic mobilization time of Gutenberg’s invention, in which “the blic, demands and market changes the media ef- rich offer on information market searches for become the activators of public opinion. The silence was the part of the meaning, peace of fect logic. Big business (corporations), army and data scattered all around. He believes that awareness of individual is forming, modeling mind”, is becoming pale, presumably it will re- police ( force), and political clique make the po- chooses rationally, that participates in creating and adjusting to establishment interests, but tain among rare and decreasing intellectual litical triumvirate of power, whereby the control of democratic sphere for the purpose of gene- the whole of the process is invisible to an ordi- elite./16/ Also, the focus of content has been of economic and information flows is impor- ral benefit, not realizing that he is only the tar- nary and uneducated observer who, as an ob- changed: instead of the story about general tant. The approach to media is selective, voters get of the mediatization attention. The increa- ject of political process hardly perceives the in- good (public issues) there has been instrumen- may decide which elite is to be in authority, but sing differentiation of media platforms, aimed teraction of politics, safety, management and talization of the contents that provoke and can never change the fact that the authority will addressing to different voters segments and

ISSN 1330-0067 Coden: IORME7 ISSN 1330-0067 Coden: IORME7

Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Informatol. 48, 2015., 1-2, 12-20 16 strategy for attention attraction lead to the new habits of spending and individualism, where- role of auditorium receiving the possibility to by the ethic and transparent competition by secure the image of a candidate, and also to ideas retreat in front of spinned and manipula- destroy it completely! The personalization tive messages. In the era of Neoliberalism me- emerges to forefront and spotlight is focusing dia expressions make social currency, allowing on strong personality and less on a party and mind seducing. The rough force, compulsion promising program. Instead of content, images and physical confrontation with ideological are offered, so in the voter’s minds signs that opponents are the constant companions of simulate feedback and closeness of the leader human community, but in infokratiya the will and ordinary citizens are produced. The politi- is bent, developed and hammered according cal campaign from the terrain is always more to idea of media subjects often hidden behind efficient than the advertising campaign where- the screen of political, economic or military by the ability of influence on actual social hap- power./24/ Internet and network communica- pening is understood./21/ Networked society is tion is most often used for fast and superficial based on pictures production tending to simu- informing, fun or self presentation, because of late process of mental images in the human the significant number of digital loners their mind, in order to overlap more sophisticated modest contribution scatters and looses in in- the lines between real and intermediated. The formation forest. Networked communications will of an individual is created by selection of imply multipliers which effects are spread statements, but on awareness, emotions and with the speed of an avalanche, although very actions have been impacted by combined often behind are hidden rumors (fame) of methods and means. The articulation of media unknown authors./25/ Thus we come to un- representations, through new forms and the derstanding of parallel processes existence: new meanings and relation systems, create the everyday reality production and its media pre- special kind of visual opinion./22/ It leads to so- sentation. If we consider that politics is the inte- cial commit, creating dialectic interdepen- rest management process then it is clear to us dence: the thought prepares the terrain for why the true cognition as the part of science practical activity, while activities in the public possible is to replace by media cognition as a space are only the applications of the imposed part of social practice. opinion! The media philosophy is dialectically intertwined with political practice because it Infokratiya influence on global order performs purposeful changes by mental opera- tions within the society, creating an artificial The globalization brought the digital sphere milieu that further changes social, communica- together with the change of behavior patterns: tion, psychological, anthropological and from analogous to digital, cable and satellite; economic surrounding. While theoreticians from television to mobile phones; from agen- discuss about changes in recipient’s behavior, cies to bloggers. The system revolutions in Tu- everyday for many hours used Internet leads nis, Algeria, Morocco, Bahrain, people’s upri- to changes of perspective in relation to diffe- sing in Libya and Egypt, attempt to change the rent attributes of temporality (past, present, fu- authority in Syria, showed the characteristic ture). Here and now is the credo of the new pu- pattern of network activism: change of ossi- blic, who is technologically spoiled and infor- fied, one party systems or authoritarian, tribal mation incautious becomes the prey for the leaders and their families, political awakening “fishers of souls”. Walter Benjamin would say by the help of Facebook, Twitter or satellite TV “how within frames of big historical periods, program and installation of malty- party and with the complete way of human collectives market capitalism. The matrix of contents is lives, change the way of their sensory observa- broadcasted on all media channels, while fre- tion./23/ quent semantic repetition is targeting to pro- New technologies create specific forms of blematize the public participation concept. The social activism producing symbolic narratives responsibility and guilt are focused on one that in the sphere of public bring in pictures of side, the alternative opinions stay away from spectacles, carnival spirit and entertainment, global media allowing media influence to

ISSN 1330-0067 Coden: IORME7

Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Informatol. 48, 2015., 1-2, 12-20 17 Informatol. 48, 2015., 1-2, 12-20 strategy for attention attraction lead to the new habits of spending and individualism, where- spread on political field as well. The change of has been changing daily because the topic, fo- role of auditorium receiving the possibility to by the ethic and transparent competition by ownership character of media ensured the non cus, concentration and modeling are very often secure the image of a candidate, and also to ideas retreat in front of spinned and manipula- transparent corporate capital to expand its in- ideologically determined. Theoreticians intro- destroy it completely! The personalization tive messages. In the era of Neoliberalism me- fluence, while the battle for profit and in- duce the term rhetorical sensitivity,/27/ recogni- emerges to forefront and spotlight is focusing dia expressions make social currency, allowing fluence becomes unlimited by application of zing that editorial offices, by the help of marke- on strong personality and less on a party and mind seducing. The rough force, compulsion scientific methods in business. In practice, the ting services chose what personalities, topics promising program. Instead of content, images and physical confrontation with ideological power of the audience seducing belongs to the and contents are to become the themes of nar- are offered, so in the voter’s minds signs that opponents are the constant companions of mightiest, and numbers in circulation warp the rative modeling. The decisions are made under simulate feedback and closeness of the leader human community, but in infokratiya the will mind of an ordinary man./26/ The planetary the pressure of circulation and ratings, and also and ordinary citizens are produced. The politi- is bent, developed and hammered according society with the controlled information creates the awareness on necessity for dominant political campaign from the terrain is always more to idea of media subjects often hidden behind the global order (pseudopolis), fed by “demo- cal interests promoting, corporate budgets or efficient than the advertising campaign where- the screen of political, economic or military cracy export” that abolishes classical state owners’ demands. The masks on objectivity and by the ability of influence on actual social hap- power./24/ Internet and network communica- boundaries. It is about the essential change of independency are cunningly camouflaged by pening is understood./21/ Networked society is tion is most often used for fast and superficial media philosophy, new diopter of political propaganda patterns, and lies and manipula- based on pictures production tending to simu- informing, fun or self presentation, because of world observation that searches for new tion impose the fastest way to quick fame!/28/ late process of mental images in the human the significant number of digital loners their knowledge and opinions. The flood of media mind, in order to overlap more sophisticated modest contribution scatters and looses in in- fiction on democratization gives the results in Instead of conclusion the lines between real and intermediated. The formation forest. Networked communications short time, but upon social wake-up it is rea- will of an individual is created by selection of imply multipliers which effects are spread lized that in practice there has been only the The state sovereignty is seriously disturbed, and statements, but on awareness, emotions and with the speed of an avalanche, although very functional replacement, for the society sove- if we accept Racel’s (Racel Masako) understan- actions have been impacted by combined often behind are hidden rumors (fame) of reignty is replaced by market sovereignty. In- ding that war consists on spreading of own bounda- methods and means. The articulation of media unknown authors./25/ Thus we come to un- fokratiya elusively hid that the attack on a ries over foreign territory /29/ we realize that poli- representations, through new forms and the derstanding of parallel processes existence: state sovereignty is practically the attack on the tical power and cultural influence, thanks to new meanings and relation systems, create the everyday reality production and its media pre- freedom of a man and a citizen! The legitimacy of communication conquest are personified in special kind of visual opinion./22/ It leads to so- sentation. If we consider that politics is the inte- liberal democracy in this way gets into crisis corporate multinational empire. States loose cial commit, creating dialectic interdepen- rest management process then it is clear to us because the capital dictatorship, more and slowly their functions and authority, because dence: the thought prepares the terrain for why the true cognition as the part of science more alienates the bearers of social decision- the political life is less and less embodiment of practical activity, while activities in the public possible is to replace by media cognition as a making, producing oligarchy, elitism and plu- nations will, and more and more the result of space are only the applications of the imposed part of social practice. tocracy of formally democratic institutions, re- media campaigns which by reality creation sell opinion! The media philosophy is dialectically ducing the participation of citizens in the poli- dreams about better life! Actually, media have intertwined with political practice because it Infokratiya influence on global order tical life. Media narcissism overshadows the grown into power, whereat private interests are performs purposeful changes by mental opera- reality, admiration of the power of frames and distorting them by corruption of the truth, and tions within the society, creating an artificial The globalization brought the digital sphere symbols goes into deceptive self-indulgence, also the people who get in their way. Any pro- milieu that further changes social, communica- together with the change of behavior patterns: while myths on journalist objectivity and media blem in any country may become global under tion, psychological, anthropological and from analogous to digital, cable and satellite; independency is changed by semantic dicta- the condition its meaning and expressiveness economic surrounding. While theoreticians from television to mobile phones; from agen- torship. Thus, the truth is further than ever, the brings political, economic or safety benefit for discuss about changes in recipient’s behavior, cies to bloggers. The system revolutions in Tu- facts are bent, broken, mangled, falsified or the group that promotes it. The political power everyday for many hours used Internet leads nis, Algeria, Morocco, Bahrain, people’s upri- glossed over, the statements and opinions are has been more than ever in dialectic coupling to changes of perspective in relation to diffe- sing in Libya and Egypt, attempt to change the spinned depending on the interest of hidden with media resources, which by communication rent attributes of temporality (past, present, fu- authority in Syria, showed the characteristic masters, and it may be argued that journalism meaning reform the public space creating the ture). Here and now is the credo of the new pu- pattern of network activism: change of ossi- becomes the service of financial and political pre-modeled patterns of political thought, life blic, who is technologically spoiled and infor- fied, one party systems or authoritarian, tribal oligarchs. Journalists should, according to their styles, habits and needs. The history of civiliza- mation incautious becomes the prey for the leaders and their families, political awakening profession be fair-minded, objective, balanced tion is the history of conflicts, but they are in the “fishers of souls”. Walter Benjamin would say by the help of Facebook, Twitter or satellite TV and honest, but how much is it possible in the sphere of infokratiya and are invisible to an or- “how within frames of big historical periods, program and installation of malty- party and world of profit? If there is no objectivity, what dinary observer. Media, apart from technology with the complete way of human collectives market capitalism. The matrix of contents is replaces it? It is agreed that we witness the ero- are made of people, and it is possible to model lives, change the way of their sensory observa- broadcasted on all media channels, while fre- sion of values in public life, but let us question: their awareness. The cognitive mobilization will tion./23/ quent semantic repetition is targeting to pro- may journalism stay untouched? Is it not the grow with the increase of the education level New technologies create specific forms of blematize the public participation concept. The eulogy only a good line about objective journa- and political interest whereby media will deve- social activism producing symbolic narratives responsibility and guilt are focused on one lism just for audience attraction, and also the lop the active role, performing the constant in- that in the sphere of public bring in pictures of side, the alternative opinions stay away from means for dispersion of the power within the flow on the process of political decision making. spectacles, carnival spirit and entertainment, global media allowing media influence to community? The concept we are talking about

ISSN 1330-0067 Coden: IORME7 ISSN 1330-0067 Coden: IORME7

Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Informatol. 48, 2015., 1-2, 12-20 18 In the political arena there is the strategic /8/Aristotle: The Politics, Oxford University Press, Lon- battle for mind control, for simulating of cer- don, 1958. tain contents, ideas, movements and activities /9/O’Hara, K. : Plato and the Internet, IP Esotheria, Bel- media projection in advance have been pro- grade 2003,pg 53. /10/For example, more and more people cure grammed in details. By combining of nano- themselves, via medical sites or experience of others technology, biotechnology, informatics and they diagnose the symptoms; instead of reading cognitive technology, media power becomes long novels the text value is accepted based on short additional, but in no way an exclusive power, summaries on specialized sites or media presenta- its role is increasing only in the system in tions or similar. In this way obtained opinion is which apparently is offered the freedom of unreliable, but recipient relates it to knowledge or choice. Symbolic conflicts of corporate capital practical case thinking that it is effective and true. and traditional state in reality has been at full: /11/The term first was introduced by Bernard Manini, who those who produce, filter and process informa- by it meant the model of representative government based on “personalization of participants in elections and tion will rule the processes! rise of the experts for political communication, all pre- sence of public opinion and displacement of political Notes discussion from the back rooms of parliament com- mittees or party centers to media public”, (See in: Mani- /1/ The Article is written within the project No. 179008 ( ni, Bernard: Principes du gouvernernent reprėsenttatif, Pa- University in Belgrade, Faculty of Political science and ris, Flammarion,1995). University in Nis, Faculty of Philosophy) and project /12/“The whole City Committee of Social Democrat Party - No. 179074 performed by Center for Sociological Rasim Ljajic and Democratic Party Local Committee Research of the Faculty of Philosophy in Nis, financed and also Democrat Party of Serbia, about 300 hundred by Republic of Serbia Ministry of Education, Science people, on the same day joined the Serbian Progressive and Technological Development. Party”, wrote Belgrade Politika on 5th April 2014. “ Only /2/The author does not consider democracy as plane rule three days earlier the whole of Pancevo Committee of of the people, but as the power of demos which pos- Mladjan Dinkic United Regions of Serbia ‘’moved” to sesses certain qualities allowing the establishment of progressive party. Upon joining of the whole of go- an ideal order based on the truth rule, humanism and verning body and over 500 members of Democrat Party social justice. The new step in further development is of Serbia Subotica branch , the Executive Board of Pro- the rule of information (infokratiya), as the basic tool in gressive Party was dissolved and formed new commis- search for freedom! sion in which the former members of Democratic Party /3/The follower of the British School, so called cultural studies, of Serbia were immediately included.” This is the illus- Rowland Lorimer, the centralization of the increasing tration of what happens in Serbia every day, and con- number of data, sees as the danger for centralization of firms the thesis we represent. decision making, whereas the important political deci- /13/If the focus of formulation, aggregation, creation and sions shall be less and less issued by individual countries. commitment for collective bidding decisions move More in: Lorimer, Roland: Mass Communications, Clio, from the public debate and public act, such communi- Belgrade 1998, pg.201. cation does not neglect only “pre conditions, contents /4/The Jürgen Habermas’s term implies the model in and consequences in the principle of available com- which political decisions are made by the processes of munication on all thing of public importance” (Mar- negotiation, consultations and persuasion. The authors cinkowski, Frank: Politishe Kommunikation und poli- in this area recognize the importance of the com- tishe Öffentlichkeit. Űberlegungen zur Systematik einer poli- munication activitiy paradigm, as the kind of the tikwissenschaftlichen Kommunikationsforschung. U: Mar- media power and the specific new social and cultu- cinkowski, Frank (izd): Politik der Massenmedien. Her- ral capital. bert Schatz zum 65. Geburtstag. Küln: Herbert von Ha- /5/Jevtovic, Zoran :” Mass-media Transformation of ler, 2002:224). Terrorism and Religion in the Global Order. Politics /14/The American writer Chris Hedges, former winner and Religion, No. 1 Belgrade, 2007 pg .99-100. of the Pulitzer Prize,, claims:” Media, church, uni- /6/It means transformed form of democracy observed versity, Democratic party, art and worker syndi- through power distribution and close connection cates – pillars of liberal class- are bought by corpo- between large number of political parties, interest rate money and promises that they will be infil- organizations and similar ideological formations. trated close to power circles. Media fed by corporate /7/Popper, Karl: Objective Knowledge: An Evolutionary advertisers and sponsors, during that time make in- nd Approach, 2 edition, Claredon Press, Oxford, 1979, visible the whole segments of citizens whose mise- pg 106-110. ry, poverty of hardship should be, according to

ISSN 1330-0067 Coden: IORME7

Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Informatol. 48, 2015., 1-2, 12-20 19 Informatol. 48, 2015., 1-2, 12-20 In the political arena there is the strategic /8/Aristotle: The Politics, Oxford University Press, Lon- principles in the focus of journalism”.(Hedges, /23/”The separation of objects from their shells, devasta- battle for mind control, for simulating of cer- don, 1958. 2010:10). ting of aura, is the feature of perception which sense tain contents, ideas, movements and activities /9/O’Hara, K. : Plato and the Internet, IP Esotheria, Bel- /15/“There have been more things in our lived that des- for similarity has very much increased in the world media projection in advance have been pro- grade 2003,pg 53. tructed our attention, but never have existed the that this similarity, by the help of reproduction is al- /10/For example, more and more people cure medium programmed to scatter that wide and that so perceived in unique. Thus in the area of sense grammed in details. By combining of nano- themselves, via medical sites or experience of others persistently such as Networks does”. More in: Nico- perception is manifested what in theory area is per- technology, biotechnology, informatics and they diagnose the symptoms; instead of reading las Carr,: Shallow: How the Internet is Changing the ceived as increased importance of statistics. The cognitive technology, media power becomes long novels the text value is accepted based on short Way We Think, Read and Remember, Helix, Smedere- orientation of reality on masses and masses on it is additional, but in no way an exclusive power, summaries on specialized sites or media presenta- vo, 2013. the event of unlimited far-reaching, both for the its role is increasing only in the system in tions or similar. In this way obtained opinion is /16/The authors make difference between terms “ intel- opinions and for visual observation” (Benjamin, which apparently is offered the freedom of unreliable, but recipient relates it to knowledge or lectual” and “intelligence” in the following way: in Walters, Essays, Nolit, Belgrade, 1974:121). choice. Symbolic conflicts of corporate capital practical case thinking that it is effective and true. the first case they think of the smaller group of /24/The authors with “media subject” mean every perso- and traditional state in reality has been at full: /11/The term first was introduced by Bernard Manini, who people who contribute creation, transmission and nality, group, community, organization, institution those who produce, filter and process informa- by it meant the model of representative government ba- criticism (writers, artists, scientists, philosophers, and similar, that performs significant influence on sed on “personalization of participants in elections and journalists and similar) while the letter term in- communication flows and contents at any phase of tion will rule the processes! rise of the experts for political communication, all pre- cludes all who are university educated regardless their forming of diffusion. sence of public opinion and displacement of political the contribution to community or the way they ac- /25/By formulations such as “the rumor has it”, “people Notes discussion from the back rooms of parliament com- quired it. talk about that” or “rumors circulate” a fame pro- mittees or party centers to media public”, (See in: Mani- /17/Pareto, Vilfredo: The Mind and Society, Vol.III, AMS vides itself the approach to ears and hearts of /1/ The Article is written within the project No. 179008 ( ni, Bernard: Principes du gouvernernent reprėsenttatif, Pa- Press, 1935, pg 1429-1430. people. Rumors as short-term collective event exist University in Belgrade, Faculty of Political science and ris, Flammarion,1995). /18/More in: Aracki. Zoran: New Elite and Their Influence on only at the time of announcement. (More in: University in Nis, Faculty of Philosophy) and project /12/“The whole City Committee of Social Democrat Party - Media: Proceedings “ Balkan in the Process of Euro- Neubauer,Hans-.Joahim: Fama- History of Rumors, No. 179074 performed by Center for Sociological Rasim Ljajic and Democratic Party Local Committee Integration – 20 Years of Transition”, ed. Bozic, M., Fa- Clio, Belgrade, 2010, pg 11). Research of the Faculty of Philosophy in Nis, financed and also Democrat Party of Serbia, about 300 hundred culty of Philosophy Nis, Center for Sociological /26/For example, ESNP ( leading American sports TV by Republic of Serbia Ministry of Education, Science people, on the same day joined the Serbian Progressive Research Faculty of Philosophy Nis,, pg 229-237. network with over 7.000 employees) is 40 billion and Technological Development. Party”, wrote Belgrade Politika on 5th April 2014. “ Only /19/Today the 1% of the richest population control 40% dollars worth. In comparison , the leading daily pa- /2/The author does not consider democracy as plane rule three days earlier the whole of Pancevo Committee of of world’s wealth, only 10% of the richest manage per “The New York Times” (founded in 1851) is es- of the people, but as the power of demos which pos- Mladjan Dinkic United Regions of Serbia ‘’moved” to 85% of world values, while lower 50% has only 1% timated on 1,3 billion dollars! sesses certain qualities allowing the establishment of progressive party. Upon joining of the whole of go- of world wealth.(More in: Hikel, Christa J.: Brief /27/Stuart Price by it means “ the way of thinking about an ideal order based on the truth rule, humanism and verning body and over 500 members of Democrat Party History of Neoliberalisms ( and how it may change), what should be said, then the way of deciding how social justice. The new step in further development is of Serbia Subotica branch , the Executive Board of Pro- Golden Beams, No. 133/134, Novi Sad 2012). to say it”, (Price, Stuart: Media Studies, Clio, Bel- the rule of information (infokratiya), as the basic tool in gressive Party was dissolved and formed new commis- /20/The most wanted Austrian boulevard journal, Vienna grade, 2011, pg. 32). search for freedom! sion in which the former members of Democratic Party Kronene Zeitung, in the text about Bashar al-Assad /28/The characteristic example is the of Janet Cook, from /3/The follower of the British School, so called cultural studies, of Serbia were immediately included.” This is the illus- troops offensive, from devastated Syrian city Alep, at the Washington Post, who 1981 was awarded the Rowland Lorimer, the centralization of the increasing tration of what happens in Serbia every day, and con- the end of July 2012, publish photos of a woman car- Pulitzer Price for the story “Jimmy’s world” in number of data, sees as the danger for centralization of firms the thesis we represent. rying a traveling, accompanied by a man with a bay which she described the life of eight year old heroin decision making, whereas the important political deci- /13/If the focus of formulation, aggregation, creation and in his hands, The graphic designers changed the back- addict boy. Only two days after big confession it sions shall be less and less issued by individual countries. commitment for collective bidding decisions move ground in the way they put the pictures of demolished was discovered that the story was invented, and More in: Lorimer, Roland: Mass Communications, Clio, from the public debate and public act, such communi- buildings from the city of Homsa 170 kilometers far that prominent journalist falsified data from her Belgrade 1998, pg.201. cation does not neglect only “pre conditions, contents away, and when they were criticized they called for own biography. /4/The Jürgen Habermas’s term implies the model in and consequences in the principle of available com- “embellishing” of the shooting, jus as Reuters did in /29/Virilio, Paul: War and Cinema: Logistics Perception, which political decisions are made by the processes of munication on all thing of public importance” (Mar- 2007 when broadcasted the photo of bombarded Beirut Institute for Movie, Belgrade, 2003,pg79. negotiation, consultations and persuasion. The authors cinkowski, Frank: Politishe Kommunikation und poli- with the smoke over ruins which was montage in the in this area recognize the importance of the com- tishe Öffentlichkeit. Űberlegungen zur Systematik einer poli- Photoshop! munication activitiy paradigm, as the kind of the tikwissenschaftlichen Kommunikationsforschung. U: Mar- /21/This is important because the voters in political Literature media power and the specific new social and cultu- cinkowski, Frank (izd): Politik der Massenmedien. Her- campaigns do not recognize political influence and ral capital. bert Schatz zum 65. Geburtstag. Küln: Herbert von Ha- importance for elections as an advertisement. Cer- 1. Aracki,Z. (2008): New Elite and Their Influence on /5/Jevtovic, Zoran :” Mass-media Transformation of ler, 2002:224). tain events are staged or time tempered, and media Media: Proceedings “ Balkan in the Process of Terrorism and Religion in the Global Order. Politics /14/The American writer Chris Hedges, former winner echoing is spreading in all directions. The good Euro-Integration – 20 Years of Transition”, ed. and Religion, No. 1 Belgrade, 2007 pg .99-100. of the Pulitzer Prize,, claims:” Media, church, uni- example was saving passengers on snowed over Bozic, M., Faculty of Philosophy Nis, Center for /6/It means transformed form of democracy observed versity, Democratic party, art and worker syndi- highway Novi Sad- Subotica (1/2/2014) when the Sociological Research Faculty of Philosophy Nis. through power distribution and close connection cates – pillars of liberal class- are bought by corpo- government of Serbia the first Vice President Alek- 2. Aristotle, (1958): The Politics, Oxford University between large number of political parties, interest rate money and promises that they will be infil- sandar Vucic by helicopter arrived on the place of Press, London. organizations and similar ideological formations. trated close to power circles. Media fed by corporate drama and from snowed motorcade rescued a 3. Arnheim, R.(1985): Visual Opinion, University of /7/Popper, Karl: Objective Knowledge: An Evolutionary advertisers and sponsors, during that time make in- child. Art in Belgrade, Belgrade. nd Approach, 2 edition, Claredon Press, Oxford, 1979, visible the whole segments of citizens whose mise- /22/Arnheim, Rudolf:: Visual Opinion, University of Art 4. Benjamin, W. (1974): Essays, Nolit, Belgrade. pg 106-110. ry, poverty of hardship should be, according to in Belgrade, Belgrade, 1985.

ISSN 1330-0067 Coden: IORME7 ISSN 1330-0067 Coden: IORME7

Zoran Jevtović, Zoran Aracki: INFOKRATIYA AND POLITICAL COMMUNICATION Informatol. 48, 2015., 1-2, 12-20 20 5. Habermas, J. (2007): Political Communication in 13. Marcinkowski,F.(2002): Politishe Kommunikation Modern Society, CM. No.5, Protokol, Novi Sad und politishe Öffentlichkeit. Űberlegungen zur Sys- and Faculty of Political Science, Belgrade. tematik einer politikwissenschaftlichen Kommunika- 6. Hedges, C. (2010): Death of the Liberal Class, New tionsforschung. U: Marcinkowski, Frank (ed): Po- York: Alfred A. Knoff. litik der Massenmedien. Herbert Schatz zum 65. 7. Hikel, J. (2012): A Brief History of Neoliberalism, Geburtstag. Küln: Herbert von Haler. journal “Golden Beams”, No. 133/134, Novi Sad. 14. Neubauer,H.J. (2010): Fama- History of Rumors, 8. Jevtovic, Z. (2007): Mass-media Transformation of Clio, Belgrade. Terrorism and Religion in the Global Order. Politics 15. O’Hara, K. (2003): Plato and the Internet, IP Eso- and Religion, Volume I, Belgrade. theria, Belgrade. 9. Carr, N. (2013): Shallow: How the Internet is Chan- 16. Pareto, V. (1935): The Mind and Society, III, Jona- ging the Way We Think, Read and Remember, Helix, than Cape, London. Smederevo. 17. Popper,K. (1979): Objective Knowledge: An Evolu- 10. Lyotar, J.F. (1988): The Postmodern Condition, tionary Approach, 2nd edition, Claredon Press, Ox- Worlds, Novi Sad. ford. 11. Lorimer, R. (1998): Mass Communication, Clio, 18. Price, S. (2011): Media Studies, Clio, Belgrade. Belgrade. 19. Virilio, P.(2003) War and Cinema: Logistics Per- 12. Manin,B. (1995): Principes du gouvernrmrnt re- ception, Institute for Movie, Belgrade prėsenttatif, Paris, Flammarion.

ISSN 1330-0067 Coden: IORME7