Applied Media Studies Journal

Social Media Management in Croatian National Ballet Ensembles: A Content Analysis

Lucija Radić Palinko — 2026-08-29

This paper examines how social media shape communication practices, visibility, and brand-building among three Croatian national ballet ensembles: the Croatian National Theatre in Zagreb, the Croatian National Theatre Ivan pl. Zajc in Rijeka, and the Croatian National Theatre in Split. The framework draws on research on cultural public relations and media relations, social media communication in cultural institutions, theatre-specific communication, and the digital presentation of dance, with a focus on ballet. The study applies quantitative content analysis to 157 Facebook and Instagram posts published over a six-month period. Coding categories include post format, thematic focus, calls to action, interaction type and intensity, and differences in the use of platform tools across ensembles. Findings indicate that social media is pivotal for constructing institutional identity and maintaining audience relationships, yet communication effectiveness varies considerably. The Zagreb ensemble achieves the highest reach and engagement, while Rijeka and Split maintain lower but stable activity. Visual and interactive formats are associated with higher engagement, whereas video content and dialogic practices designed to stimulate discussion remain limited. The article contributes empirical insight into digital communication in cultural institutions and offers implications for improving social media strategies. Limitations include the time-bounded sample, reliance on quantitative indicators, and the absence of audience perception data. Future research should adopt longitudinal and qualitative approaches and expand the analysis to additional platforms.

Media as Memory Makers: Television, Film and Music in the Construction of Yugonostalgia Across Generations

Katarina Lazić — 2026-08-29

The topic of our paper will primarily be the role of media (films, TV shows, music) in conjuring (Yugo)nostalgia in the former citizens of Yugoslavia and, vicariously, in their descendants, although they might not have been born during the existence of Yugoslavia. Consequently, the media proves to be of enormous importance in creating not only a form of shared, cross-cultural memory of the former citizens, but a sort of cross-generational memory, providing an opportunity to the younger generations to see what living in Yugoslavia looked like. The corpus for our research will consist of the selected examples from the Yugoslav films and entertainment programs which still present a part of some television programs, as well as certain radio stations which specifically broadcast music from the former Yugoslavia. The analysis will try to reach the conclusion that the video or auditory content might represent a powerful tool in arousing pleasant, or unpleasant emotions in their potential consumers, or in bridging the cross-cultural, or cross-generational gap.

Information or Manipulation: Media Literacy as a Critical Competence (A Qualitative Content Analysis of the Medijska pismenost Platform)

Anja Savić — 2026-08-29

In order to adapt to changes in their environment, individuals should develop media literacy, both among audiences and media professionals, while fostering critical awareness. This paper examines the role of media literacy in the development of critical thinking within the contemporary digital media environment. The aim of the research is to analyze how a specialized educational platform, specifically the website Media Literacy (Medijska pismenost - https://medijskapismenost.raskrinkavanje. ba/), frames and constructs media literacy, critically interprets media content, and recognizes disinformation, manipulation, and fake news. In a digital environment characterized by content hyperproduction, critical thinking becomes a necessary mechanism of protection against disinformation and media manipulation. Therefore, the central research question of this study is: How does the Medijska pismenost platform conceptualize and operationalize media literacy as a pedagogical practice? The research focuses on the analysis of selected sections of the website Media Literacy. The methodological framework includes qualitative content analysis applied to selected educational texts dealing with media manipulation, disinformation, factchecking practices, the role of the audience, and the critical interpretation of media messages.

Video Streaming Technology and Its Impact on the Media Ecosystem of the 21st Century

Ilija Milosavljević — 2026-08-29

Video streaming technology has emerged as one of the most significant phenomena of the digital era, transforming the media ecosystem and reshaping how audiences access content. This paper explores the origins, characteristics, and types of video streaming, as well as the technological and social conditions that have enabled its development. It analyzes key video streaming models, including on-demand streaming, live streaming, and hybrid formats, with particular attention to VOD platforms such as Netflix and YouTube. The study discusses major changes in the media landscape driven by this technology, including shifts in business models, the globalization of media corporations, and the rise of new content creators. Special attention is given to the impact on audience habits, the development of recommendation algorithms, and challenges such as piracy and regulatory issues.

Artificial Intelligence as a Medium: Ethical and Discursive Implications

Irina Filipović — 2026-08-29

This paper analyzes artificial intelligence as a medium from the perspective of pragmatic media philosophy, focusing on its ethical and discursive implications in contemporary communication processes. Moving beyond instrumental views of technology, the study conceptualizes AI as a communication infrastructure that actively shapes meaning production, the distribution of visibility, and power relations within media environments. The study adopts a qualitative and interpretative approach based on conceptual analysis of interdisciplinary literature from media philosophy, platform studies, and empirical research on artificial intelligence in communication. Within this framework, the paper examines transformations of communicative practices, particularly in relation to authorship, responsibility, and persuasion, as well as key ethical dimensions such as power, surveillance, and transparency. Special attention is given to the discursive implications of AI, analyzed through the interconnected concepts of transparency, truth, and trust. The analysis shows that algorithmic and generative systems influence not only the content of communication, but also the ways in which credibility is assessed and trust is formed.

The findings suggest that ethical and discursive challenges cannot be reduced to isolated cases of misuse or technical limitations, but should be understood as structural effects of algorithmically mediated communication systems. The paper concludes that conceptualizing AI as a medium enables a deeper understanding of contemporary communication processes and highlights the need to integrate ethical reflection into everyday communicative practices, with particular emphasis on transparency, accountability, and the protection of user autonomy.