Media and social responsible business: A Serbian model

Abstract

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.