NEKA PITANjA DIGITALIZACIJE MEDIJSKIH USLUGA

Abstract

Life in the period of the fourth industrial revolution, complete and comprehensive digitization of almost every segment of human life, brings with it new challenges of recognition, understanding and coping in the digital environment. The crisis caused by the Covid-19 virus has further encouraged forms of virtual communication, and accelerated the development of digital services and their provision to unimaginable limits. The paper analyzes the way in which the digital environment influences the change in the way of providing media services, which are increasingly digital, and less classic and traditional. This means meeting and confronting a lot of information on the Internet and new social networks, which are becoming an alternative medium. younger population. Living in a digitized, hypertechnologically mediated world leads to the quantitative nature of information, without clearly determining its quality. A lot of information also leads to a lot of misinformation and false news. The appearance of the so-called algorithmic echo chambers, "clickbait" journalism, an increase in hate speech, as well as a decrease in trust in both the mainstream media and the journalistic profession in general. Therefore, in addition to strengthening the legal capacity of Internet regulation and the responsibility of digital service providers for the quality of audio-visual media content, it is important to pay attention to an important segment of preventive social action - development and strengthening of media literacy. Media literacy is one of the key competencies for living and working in a digitized and mediated environment, so it is necessary to clearly define its concept.