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The integrity advisers are the central actors of integrity management systems of the administrative organizational structure, whose main task is to promote the implementation of the integrity approach within state administration institutions. As a complementary part of this task, we can separate the tasks of corruption prevention and the improvement of organizational integrity, of which the latter being discussed in more detail in this research and presentation. Integrity advisers play a key role in the development of organizational culture among public administration bodies, such as bodies exercising administrative authority. Looking at the topic more closely, with regard to the activities of integrity advisers, it can be clearly established that one of the engines of their operation is the proper and deep communication, which is not only necessary within the public administration and inter-agency transactions, but it also means communication activities that can be interpreted in the relationship between the public and clients. Equally important is their training and other activities aimed at developing staff awareness, relationships, situation assessment and action practices, which, in addition to and in part within public service training, provide an opportunity to shape organizational culture. The presentation and the paper aims to show the role of integrity advisors in developing organizational culture and transparency in the administration based on recent research experience about online presence of integrity advisors and in-depth interview surveys.

The author discusses the crucial question of whether Serbia truly pursues the path of modernization and European integration, or just a simulation of these processes. The author proposes the thesis that there are numerous obstacles on Serbia's transitional path toward the (post)modern European society. Therefore, he tries to discover the essential reasons for the citizens' reluctance and resistance, the reasons which are related to the modernization of the Serbian society. Serbia is today at the crossroads of the traditional and modern understanding of life. It contains some elements of (post)modernization, but still with a strong influence of its traditional (conservative) heritage. The processes of re-traditionalization (re-mythologization and pseudo-mythologization) represent a major obstacle to the liberation of the society from the grip of the past and to its orientation towards European values. According to the author, the main creators of retrograde flows can be found in the political establishment of contemporary Serbia. He labels them, ironically and derogatorily, the 'guardians' of tradition, who use demagogic statements, populist paroles, and media information control (for their personal and party interests) to slow down Serbia on its European path.