Untitled - Fakultet za menadzment Sremski Karlovci

MEDIA EDUCATION IN THE DISCOURSE OF CULTURAL STUDIES
MILICA ANDEVSKI
Faculty of Philosophy, Novi Sad
ŽELJKO VUČKOVIĆ
Pedagogical Faculty, Sombor
IVAN ŠĆEPANOVIĆ
Faculty of management, Sremski Karlovci
Abstract: This appendix does not claim to represent the scientific concept of media
pedagogy for what is needed much more detailed analysis. The aim is to develop the
starting point in which center are media messages that can be understood as text. It is
particularly important concept of "literacy" that on one hand has a positive connotation,
but on the other, in its original meaning, is too narrow and refers to the linguistic context.
"Cultural Studies" in their analysis can demonstrate the fertility of the expanded notion of
text that overcomes the rivalry of language and images and that in the literary culture finds
creativity and imagination that are present on the adoption of texts.
Acting in a semiological structured reality, excludes in its consistency, simple pedagogical
solutions. It is always difficult to determine, on the basis of said, an initial non-media
reality as primary experience. This, at first untouched world of primary experience, is in
fact constituted semiological world that can be deciphered in its codes.
We assume that for media education is necessary a determined educational activity so that
the media knowledge and skills, which were randomly acquired in everyday life, could
systematize and supplement. It is, on one hand, about creating an understanding of how
and under what rules data will be generated which includes knowledge of computer
science. Whenever it comes to issues where data become information and how the meaning
is attributed to them and how they pass to the practical knowledge, we are moving in the
direction of "semantics" or "pragmatics" of media education. There also will be made
questions about media messages, construction of semantics of media education which
specifically continues to the discussion of the "expanded concept of text" as well as to
works on the theme "Cultural Studies".
Keywords: media education, media pedagogy, Cultural Studies, semantics and pragmatics
of media education
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