Abstract

Vladimir Radenkovic*, Miodrag Radenkovic and Kristina Engus

In transitional society as Serbia is nowadays, electronic media pursuit is burdened with numerous problems. Bad economic situation, undeveloped market and constant struggle for survival are not leaving much space for media to accomplish the role expected from them in a modern society. Exposed to pressures from the owners or political structures, it is hard to set forth a path for the media to promote contention among the community. The question of social responsibility is presenting a double challenge to the media. As broadcasters, they should assert values that are of interest to a broader social community. And on the other hand, promoting the principle of social responsibility management demands from the media and also transforms them into social responsible companies. This is because a responsible relation to the community develops in its best through its own responsibility. The acceptability of the principle of corporative social responsibility in media pursuit is considered in this text.