International University of Travnik , Travnik , Bosnia and Herzegovina
The latest research on media involvement in green transition processes generally shows that their performance is unsatisfactory, especially in terms of the quality and volume of content presented by the press and electronic media. Of particular concern is the fact that the new media, that is, social networks, despite their dominant influence on the public, approach the problem of climate change and other environmental issues in a limited, very superficial and extremely uninteresting way. All previous efforts to improve the role and influence of the media in the monitoring and interpretation of global and local environmental topics, except for sporadic cases, still do not show tangible results. Somewhat encouraging is the fact that a number of radio and TV programs within the Public Service of Bosnia and Herzegovina are increasingly thematically treating European ecological strategies, in which the effort to support the Balkan countries in transition as much as possible in research and innovation for environmental protection can be recognized. Modern media, including online communication, require a significantly higher degree of communication culture, and in particular, the audience is expected to actively and critically think about the content that the media puts out about sustainable coexistence with the natural environment.
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