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Infokratiya and Political Communication Infokracija I 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 sove- reignty 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 in- fluence, 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
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