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This article deals with an analysis of the relations among communicology, novitology, and journalism as the practice of public communication. Communicoloy is defined as a general science on public communication (philosophy of communication), novitology as a specific science dealing with all the singularities of mass communication by means of the mass media (radio, newspapers, television, and the new media), while journalism as practice is defined by means of the methodology of direct journalistic activities. This leads to the introduction of epistemiological order into a number of sciences Also, misunderstandings and overlappings are avoided, as well as totally erroneous attitudes pernicious for the theory of public communication and journalism as the practice of public polylogue in the media. (SOI : PM: S. 214)

The article deals, at various levels, with the limits and scope of the media activity, on the example of the latest Balkan war. On the theoretical level, there are three basic modalities in political communication: the positive propaganda (the so called carrot system), the negative propaganda (hard propaganda, aimed at destroying the enemy and its institutions) and, finally, the military propaganda with the military action, i.e. the system of communicating with a "stick". All these modes have been used in the war for Kosovo: Serbia had been positively conditioned for at least the entire decade, then a somewhat stricter model of the negative propaganda was used, and when this led nowhere, in 1999, Milosevic felt the full force of the state-of-the-art military equipment and the communication with a "stick". The author concludes that the media are powerful, but not all- powerful i.e. that they are eclipsed by the military communication, wars and victories or defeats. (SOI : S. 119)

The current trends in media industry (in the text referred to as concentration trend, diversification, globalization, and deregulation) bring up the question of the scope of classical liberal theory when .faced with the challenges of new communication technologies. The convergence of the market and the capital, the interests from the point of view of ownership and the commercialisation of mass media make up the contextual framework of the debate about certain limitations of the principles of classical liberal theory concerning freedom of the press and media in general. (SOI : PM: S. 176)

In this work, the author analyses three basic requisites for the establishment of a comprehensive information system in Croatia: contemporary worldview, the latest state-of-the-art technology of the electronic media and the new rhetoric of tele-dialogue/polilogue. The author claims that, regarding the implementation of the latest technology, Croatia is on a par with the world (since we have links with the satellite and optical system and the number of the INTERNET subscribers is growing). However, the situation with the growth of political culture is not so rosy, since the media are still far from a constructive polilogue and mostly stoop to the ad hominem rhetoric. The bleakest situation is in the unpreparedness of journalists and citizens for active, participatory communication in powerful polilogist electronic media. + That is why the author advocates a speedier progress in all subsystems, since only through the synergetic linking of the new communicational technology with the new rhetoric of the polilogue, as well as with the responsibility of all the participants in public communication, a comprehensive Croatian information system may be developed. (SOI : PM: S. 215)

With the emergence of television, pre-election campaigns in US shifted its focus from the content and the platform to the image of candidates who became well-packaged products. The biggest election turnout in US occurred exactly at the time of the emergence of this media; however, the percentages of voters' turnout plummeted in the nineties. Enhanced by the attributes of television as a media, the focus on "how" rather than on "what" did not achieve absolute results, and voters responded to the invasion of political image producers with voting abstinence. The latest chapter in pre- election campaigning is the Internet. With its properties and the rapid expansion of the users' net, the new media offers different conditions of communication with voters and is becoming a powerful - and so far, insufficiently utilised - weapon in the hands of pre-election strategists. (SOI : SOEU: S. 191)

The author analyzes the current trends of the globalization of trade, capital, mass media, communication, transport, tourism and economic migrations. However, there is the backlash to the globalizing processes: cultural particularism which has mobilized traditions and triggered violent outbreaks of hostilities. Political scientist Francis Fukuyama has pointed out that today the key challenges to liberal democracy are a miscellany of particularistic fundamentalism, national extremism, totalitarism and authoritarian paternalism. Samuel Huntington also warns about the dangers of particularism. Within such a framework, the phenomenon of "ethnic cleansing" is only an extreme form of the trend which has marked the 20th century - ethnical homogenization as a reaction to the problems of multiethnic communities. The author is of the opinion that this development need not represent an obstacle for the dialogue and communication among cultures. (SOI : PM: S. 168)