Globalization processes in the Serbian media language

Abstract

The aim of this article is the analysis of the results of previous Serbian research on the impact of globalization on the Serbian media language. One of the main negative aspects of globalization is the weakening of national identity in order to adapt to world trends. The negative effects of globalization processes include the decline in the print media circulation and the growing popularity of cheap entertainment content offered by television, the disappearance of analytical, quality press, as well as the adaptation of information to mass distribution. The Serbian media language reflects the general social trend of approaching European and world trends, which, in addition to numerous positive effects, carries with it the risk of neglecting the elements of national cultural heritage, including the use of the national alphabet. Globalization processes affect all levels of the language structure and as a result, they are also manifested in the Serbian media language at the phonological, morphological, syntactic and orthographic level. The Serbian media language is characterized by the unjustified use of internationalisms originating from the English language. Anglicisms are often inadequately adapted, and most often appear in entertainment news and texts about popular culture, which are addressed to younger readers, as well as in electronic editions of printed dailies, weeklies and magazines in Serbia. The effects of cultural globalization, which is perhaps most visible in the media sphere, can be mitigated if the elements of national cultural heritage are carefully preserved. The use of Cyrillic in the Serbian media, the use of anglicisms only when they are really necessary, and a critical attitude towards the adoption of foreign language patterns can reduce the negative consequences of McDonaldization in the media sphere.