engleski

Present and Future of Lifestyle Media in Modern Sustainable Society

The long-term sustainability of a community and set of social institutions or social practice are one of the most important topics of modern society. How to successfully create a sustainable society becomes the responsibility of all parts of the community, including the media, whose social responsibility is indisputable. The concept of sustainable journalism is based on one of the most important UN reports „Our Common Future” inspired by the Stockholm Conference in 1972 that introduced environmental concerns to the formal political development sphere. Accordingly, the future of the media depends on how quickly and efficiently it would adapt to new trends, especially when it comes to issues of sustainability. Exactly because of that, the task of all media organizations is, in accordance with journalistic ethics and social responsibility, to adapt their operations to contemporary social trends. This paper covers the area of lifestyle media with the aim of analysing their social responsibility in creating a sustainable future. The main goal of the research is to examine the attitudes and opinions of readers of lifestyle media in the Republic of Croatia about present and future of lifestyle journalism, with a special focus on the expected effect of including topics about sustainable development of society on the reading interest of media users (the so-called general media audience), readers and non-readers of lifestyle media, as well as on the general experience of lifestyle media. The research was conducted using a qualitative methodology, the focus group method, and is focused on the present and future of lifestyle media in the Republic of Croatia in modern sustainable society

journalism ; lifestyle media ; modern society ; sustainable ; social responsibility

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