By Media literacy represents a fundamental tool that enables media professionals to responsibly carry out their work, preserve the integrity of information, and protect the democratic space.
This was the message delivered at the conference “Empowering Media Workers through Media Literacy,” organized by the Media Trade Union of Montenegro (SMCG) as part of the “Media Literacy for Media Workers” project, funded by the United States Embassy in Montenegro.
The Minister of Culture and Media, Tamara Vujović, emphasized that media literacy is a crucial weapon in the fight to protect freedom of speech and democracy.
“Today, we are witnessing significant changes in the media landscape, but the role of journalists as guardians of truth and professional standards remains unchanged,” she stated.
The U.S. Ambassador to Montenegro, Judy Rising Reinke, praised SMCG’s proactive work, not only in improving working conditions for journalists but also in preserving journalistic integrity.
“Information from independent media houses is of fundamental importance. Awareness of free journalism is growing year by year, which is encouraging,” Reinke noted.
Speaking on the Media Strategy, she highlighted the critical importance of the obligation for employers to engage in dialogue with employees and unions concerning collective agreements. She also pointed out the challenges, emphasizing the need to improve reporting and guarantee independence from political and economic influences.
“I want to reiterate the necessity of ensuring the independence of public service media, including a legally sound and transparent process for appointing individuals to key positions. For Montenegro to truly establish the rule of law, it is essential to respect judicial decisions,” Reinke said.
Additionally, she noted, the Law on Audiovisual Media Services must be fully implemented, including provisions to secure stable financial resources for local public broadcasters.
Radomir Kračković, President of SMCG, pointed out the challenges journalists face, particularly the lack of opportunities for training and skills development in line with new technologies.
“Trust in media is a resource we must fight for. Decision-makers must be aware of this struggle because only objective and credible media can truly defend democracy,” emphasized Kračković.
Lead speaker and journalist Marija Pešić pointed out that young media workers are seeking better working conditions, mental health preservation, and adequate compensation, stressing the importance of breaking down stereotypes about journalism.
“How young journalists are treated at the start of their careers can have long-term positive effects on Montenegro’s media landscape,” she stated.
At the first panel, where Guidelines for Media Literacy for Media Workers were presented, Swedish expert Annelie Frank emphasized the importance of awareness regarding rapid changes in the media environment.
“Let’s return to the basics of journalism—verify your sources,” she stressed, reminding media workers of the need to be aware of their own biases.
Professor Vuk Vuković, a national media expert, noted that media literacy is mentioned only briefly in the new set of media laws, as if it were an unimportant requirement imposed on Montenegro.
“It’s absurd that standards are being lowered for the national broadcaster while funding is increased, whereas stricter standards are being applied to local public broadcasters,” Vuković said, adding that this, too, is a media literacy issue.
Journalist and editor Danijela Lasica stated that the problem lies in the lack of educational opportunities, and even when they are organized, it is difficult to engage participants.
Journalist and editor Milena Obradović Bubanja said that media literacy is a continuous process.
She also noted that young journalists are willing to learn from older colleagues, as well as to share their own knowledge with them.
During the second panel, dedicated to artificial intelligence, it was emphasized that perspectives on the use of AI in journalism should not be viewed in a black-and-white “opportunity or threat” dichotomy.
AI expert and teaching associate at the Faculty of Science, Aleksandar Plamenac, stated that artificial intelligence will not replace journalists but will replace those who fail to use AI.
“It’s like in medicine—100 years ago, there was no ultrasound, but there is today. Would you prefer to be examined by a doctor who knows how to use ultrasound or one who doesn’t?” he said, announcing the introduction of new software solutions.
Director of the Media Institute, Olivera Nikolić, stated that it is important for the profession to react in a timely manner with self-regulatory mechanisms in the field of AI, rather than waiting for the state to respond.
“We should use AI as an incredible opportunity and a tool to assist in our work, but we must also be aware of the risks it brings,” she stated.
Snežana Nikčević from the NGO 35mm noted that AI is not reserved only for people in the IT sector but is a topic everyone should approach from their own perspective to ensure ethical and responsible use of artificial intelligence.
In conclusion, she expressed confidence that, through cooperation and open discussion, we will find solutions that will benefit everyone, especially the media industry.
