Media Studies and Applied Ethics http://msae.rs/index.php/home <p><strong>Media Studies and Applied Ethics</strong> (MSAE) is a peer-reviewed journal of the Faculty of Philosophy Niš (Department of Communicology and Journalism). The aim of the journal Media Studies and Applied Ethics is to publish high quality interdisciplinary research in the broader field of media studies. We take into consideration empirical, theoretical and methodological research papers that will contribute to the advancement of media studies.</p> <p>MSAE is an interdisciplinary journal which publishes original papers semi-annually. The journal welcomes all analytical viewpoints and research methods. MSAE encourages contributions from professors, MA and PhD students, media professionals as well as researchers in the field of media studies and applied ethics.</p> <p>MSAE accepts original research, review articles, critical essays, perspective pieces and book reviews related to communication throughout the world.</p> <p>MSAE welcomes papers on topics such as: <em>Media and society;</em> <em>Media and culture;</em> <em>Media history;</em> <em>Media and entertainment;</em> <em>Media and religion;</em> <em>Media and violence;</em> <em>Media and advertising;</em> <em>Media effects;</em> <em>Audience and reception studies</em> <em>New media;</em> <em>Journalism;</em> <em>Communication;</em> <em>Media philosophy;</em> <em>Media aesthetics;</em> <em>Visual Communications;</em> <em>Media Law;</em> <em>Media and/in Education;</em> <em>Media Literacy;</em> <em>Applied Ethics (Journalism ethics, Media Ethics, Marketing ethics, Business Ethics)</em>.</p> <p>Only scientific texts, not previously published, could be submitted for the publication. The author is obligated to submit only the original papers not previously published or offered to different journals at the same time. The major criteria for publication: scientific contribution, the quality of scientific argumentation, the precision and clearness of presentation, consistent methodological structure and educational contribution. Corrected and ready for publication papers should be sent to authors via electronic mail for the final verification before publication.</p> <p>The Journal of the Faculty of Philosophy, University of Niš “Media Studies and Applied Ethics” respects standards of ethical publishing. Peer reviewed articles support and embody the scientific method. It is therefore important to agree upon ethical standards for all parties involved in publishing: the author, the journal editor, the peer reviewer, and the publisher.</p> <p><strong>Open Access Statement</strong></p> <p>This is an open access journal which means that all content is freely available without charge to the user or their institution. All users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles, or use them for any other lawful purpose, without asking prior permission from the publisher or the author. This is in accordance with the BOAI definition of open access.</p> <p>The journal does not require article processing charges or any other author fees.</p> <p><strong>ISSN 2683-5355</strong></p> Faculty of Philosophy, University of Niš en-US Media Studies and Applied Ethics 2683-5355 Introduction http://msae.rs/index.php/home/article/view/83 <p><span class="fontstyle0">This special issue was edited by Ana Milojevic, assistant professor at the University of Belgrade, Faculty of Political Science, while holding a postdoctoral researcher position at the University of Bergen, Department of Information Science and Media Studies, as part of her project “Datafication, Media and Democracy: Transformation of news work in datafied society – DataMeDe” funded by the European Union’s Horizon 2020 research and innovation program under the Marie Skłodowska-Curie grant agreement No 895273.</span> </p> Ana Milojević Copyright (c) 2024 2024-01-16 2024-01-16 4 2 7 8 The Motivation for Using the Social Media Platform TikTok from the Perspective of the Uses and Gratifications Theory http://msae.rs/index.php/home/article/view/84 <p><span class="fontstyle0">The way we communicate on a daily basis has changed significantly since the turn of the 21</span><span class="fontstyle0">st </span><span class="fontstyle0">century. Besides communication platforms, social media has become the leading generator of opinions, ideas, thoughts, and emotions, especially among younger populations. The circumstances of the COVID-19 pandemic further stimulated the popularity of certain social media platforms, with TikTok being at the forefront (Fratila, 2021; Kennedy, 2020). Previous research has shown a wide range of motivational factors for using the TikTok social media platform, including entertainment, which is the most prominent, followed by social interaction and connection. Additionally, social media is often used for leisure, self-expression, archiving, escapism, learning new skills, following celebrities and influencers, trends, and more (Berthon et al., 2008; Muntinga et al., 2011; Omar &amp; Dequan, 2020; Yaqi, Lee &amp; Liu, 2021; Khairul Nuzuli, 2022). The theoretical framework of the study is based on the Uses and Gratifications approach, which will be used to interpret the results. The aim is to examine which gratifications drive the use of TikTok. The sample consists of 135 students from the Faculty of Philosophy at the University of Niš. The data collection method used is a questionnaire. The questionnaire includes items that were developed and used by Omar &amp; Dequan, (2020) and Khairul Nuzuli, (2022), covering five categories of motives: information, personal identity, interaction and social integration, entertainment, and self-expression.</span> </p> Ivana Stamenković Marta Mitrović Copyright (c) 2024 2023-12-26 2023-12-26 4 2 9 23 Unraveling the Narrative Structures in YouTube Vlogs: A Qualitative Content Analysis http://msae.rs/index.php/home/article/view/85 <p>Vlogging, a primary content form on YouTube, employs the power of narrative to engage audiences and convey meanings. This research undertakes an exploration of the narrative structures within YouTube vlogs across various genres, providing insights into how these narratives are constructed and the implications they hold for audience engagement and perception. By leveraging a qualitative content analysis methodology, a diverse set of vlogs was selected, a coding scheme was developed to classify different aspects of narrative structure, and an in-depth analysis was conducted. The findings reveal a dynamic interplay of narrative elements that heighten viewer engagement and shape perceptions. Also, the research discusses how these narrative structures contribute to the semantics of the vlogs, bringing to light the subtleties of message conveyance and storytelling in this digital medium. The research unveils the semiotic richness of vlogs, elucidating how signs and symbols are used within narratives to create deeper meanings. The study uncovers key findings, including the prevalent narrative elements, the strategic use of semantics and semiotics, diverse imagery choices, emotional tones, and audience engagement tactics, offering valuable insights for content creators and researchers in understanding YouTube vlogs’ narrative complexities. This study contributes to a nuanced understanding of digital storytelling on YouTube, offering valuable insights for content creators, researchers, and digital media strategists.</p> Andrea Vlahović Ivana Ercegovac Mirjana Tankosić Copyright (c) 2024 2023-12-26 2023-12-26 4 2 25 42 Ukrainian Crisis on Twitter: Sentiment Analysis - Possible Interpretations http://msae.rs/index.php/home/article/view/86 <p>The mass use of social media has enabled users to reach out and share opinions,attitudes, and emotions on various topics - current events in particular - almost instantly.In this paper, we analyze the attitudes of Serbian speakers toward Russia and Russiansduring the ongoing war in Ukraine, based on the material obtained using an applicationfor collecting and processing comments on Twitter. The study covers the period fromFebruary to September 2022. Starting with the assumption that Twitter users tend tobe freer and more spontaneous in expressing their views compared to users of othersocial media (Facebook, Instagram, etc.), about 11,000 tweets were collected using theBigBoxData application based on keywords (Russia, Ukraine, war, special operation,Putin, Zelensky...), and were subsequently manually filtered and annotated. Thegoal was to find out if and how the attitudes of Serbian speakers toward Russia andRussians have changed with the ongoing war in Ukraine compared to associations andstereotypes toward Russia and Russians reported in previous papers. The combinationof qualitative (positive, negative, and neutral sentiment) and quantitative (percentageshare of each of the three sentiments) sentiment analysis showed that the attitudes ofSerbian speakers toward Russia and Russians have changed compared to the previousperiod (using as a reference the Associative Dictionary of the Serbian language and theReverse associative dictionary of the Serbian language, both of which report extremelypositive associations). The methods used in this study and the research results canserve for further research and attitude change within the crisis discourse on socialmedia and the Internet in general</p> Svetlana Slijepčević Bjelivuk Copyright (c) 2024 2023-12-26 2023-12-26 4 2 43 53 Audience-generated Feedback on Conspiratorial Content on Facebook and Reddit in Serbia http://msae.rs/index.php/home/article/view/87 <p>Conspiracy theories are a ubiquitous phenomenon in the socio-political discussion.By trusting these theories, society justifies possible events like the COVID-19pandemic. Through mixed methods research, the article seeks to provide the amountof page-generated and user-generated conspiratorial content that links chemtrailswith the COVID-19 pandemic, along with audience-generated feedback on socialmedia content. Facebook and Reddit have been chosen for this research because oftheir inherently contrasting approaches to content regulation. Facebook’s contentmoderation tools lacked the impact to remove misinformation, as only 8% of contentwas flagged as false information. Additionally, even if researched subreddits had twotimes the amount of relevant content in comparison to relevant Facebook pages, mostof the content had 0 upvotes, meaning that the content was either negatively receivedor lacked adequate support. Serbian-speaking Facebook users expressed support forconspiratorial content on this platform, while Serbian redditors used conspiratorialnarratives to ridicule conspiracy theorists. Likes were the most utilized type of feedbackon content of relevant Facebook pages, while comments were the most utilized typeof feedback on content of relevant subreddits. The importance of this research lies inunderstanding what conspiratorial narratives try to imply through social media andhow the audience interprets and communicates with this content.</p> Nikola Doderović Copyright (c) 2024 2023-12-26 2023-12-26 4 2 55 71 Promoting Philosophy, Undermining Philosophical Ideals: The Case of the Radio Show “Gozba” and its Treatment of the COVID-19 Pandemic and the War in Ukraine http://msae.rs/index.php/home/article/view/88 <p><span class="fontstyle0">According to philosopher Anthony Cashio, radio possesses a power to create a deep and intimate connection between speakers and listeners, and therefore to forge strong communities. It is this power that makes radio a potent instrument both of populist propaganda, disinformation, conspirology and fear-mongering, on the one hand, and of public philosophy fostering critical and reflective capacities of its listeners, on the other. Following Cashio’s insight and drawing on Jason Stanley’s work propaganda, I will analyze one of the longest running philosophy themed radio shows in Serbia, “Gozba”, which airs every week on Radio Belgrade Channel 2 (RB2). By focusing on the way “Gozba” has covered two significant recent events – the COVID pandemic and the Ukrainian war, I will demonstrate that in dealing with these topics, the show undermines the philosophical ideals it claims to promote, and instead serves primarily as an instrument of spreading conspiracy theories, dangerous anti-science views, vaccine hesitancy, fake news and Russian war propaganda. Also, I will analyze the dangers of promoting such deeply anti-philosophical stances under the guise of philosophy and critical thinking.</span></p> Rastislav Dinić Copyright (c) 2024 2023-12-26 2023-12-26 4 2 73 85 Book Review: Netflix Recommends: Algorithms, Film Choice, and the History of Taste http://msae.rs/index.php/home/article/view/91 <p>The digital age has initiated many changes in the<br>sphere of media and the way entire society functions, and<br>the two, probably, most specific changes are datafication<br>and algorithmic utilitarianization of those huge databases.<br>In the light of this fact, the book Netflix Recommends:<br>Algorithms, Film Choice, and the History of Taste by<br>Mattias Frey presents a very interesting and deep analysis<br>of the modern trend of creating and directing the taste<br>through recommendation systems of streaming services. In<br>this book, the author, professor of Film, Media, and Culture<br>at the University of Kent, analyzes and explains, using<br>Netflix as an example, the connection between collected<br>data, algorithmic processing, and recommendations to<br>users that arise as a result of this automated procedure, but<br>also questions necessity, effectiveness and consequences<br>of recommending systems for media use. Those questions,<br>apart from the introduction, afterword and appendix, are<br>discussed in five chapters</p> Ilija Milosavljević Copyright (c) 2024 2023-12-26 2023-12-26 4 2 87 91