Na šta mislimo kada kažemo… Aktivizam, digitalno okruženje i pažnja javnosti

This paper explores the intersection of activism, digital environments, and public attention, with a particular focus on Serbia. It investigates how civil society organizations (CSOs) leverage digital tools to engage with the public, enhance political discourse, and mobilize support for their causes. The analysis highlights the challenges activists face in capturing and maintaining public attention, a scarce resource in the digital space. Key findings emphasize the importance of digital strategies such as content tailoring, fostering engagement through dialogue, and enhancing political efficacy among citizens. The study identifies several barriers, including insufficient communication with the public and the underutilization of platform-specific features, which hinder the effectiveness of digital activism.

From a policy perspective, the findings suggest that strengthening digital communication strategies within CSOs could improve their participation in political life and ensure greater accountability in democratic processes. Recommendations for activists, donors, and researchers focus on refining digital engagement strategies, improving transparency, and educating citizens about political processes to foster a more informed and active public. In a broader context, this research underscores the importance of equipping civil society with the tools necessary to influence public opinion, advocate for policy changes, and contribute to the development of a more inclusive and participatory democratic system in Serbia.