Transformation Of Serbian Journalism

Along with social change from socialism to capitalism, Serbian journalism has been transformed. After stage of experiencing ideological liberation and political pluralism, journalism values and communication concept split apart, and gradually closed up with West. Transformation from concept of public oppinion's tool to concept of fourth power, from propagating center to having masses as its center, from mouthpiece function to concept of entertainment and commercialization, revealed that western liberal concept has had great influence on Serbian journalism. However, having politics of liberal principles and economic reforms constantly failed, and moreover fettering of Serbian traditional culture and deep-routed ideas, mass media swayed in front of comlex reality. Actually, giving up tradition and becoming completely westernized, or combining these two with its own national characteristics, is not only a question which Serbian politicians should answer, but at the same time is reality that journalism has to face. Liberalism didn't bring to Serbia Western prosperity, and it didn't make Serbian media experience development. Old concept and theory have already been broken, new theory has not yet been formed. Changing its values, Serbian mass media with great difficulties seeks for way of development appropriate to itself.Serbian and Chinese media once both accepted influence of Soviet type, and in a certain period of time the ways of two country's development coincided with each other. Only by the end of 20^th century, in a wake of two county's political and economic changes, their media went different ways of transformation. The author carries on historical perspective on Serbian median changes, present situation and transformation, and moreover, after exploring it's future way of development, makes conclusion that process of Serbian and Chinese journalism transformation has a lot of similarities. Various complex manifestations which occurred during process of Serbian journalism transformation without any doubt have big referential significance to Chinese media.