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Sustainability of Ethnic Groups in Vojvodina, Serbia: Role of Social Media

  • Bojan ĐerčanEmail author
  • Dajana Bjelajac
  • Milka Bubalo-Živković
Reference work entry

Abstract

Communication via social media has undoubtedly changed the way of communication between people. With just a few clicks on the Internet, there is the opportunity to learn almost everything about one person. This type of social networking became more popular in 2003, when web pages such as MySpace and Friendster were created. Today, we have Facebook and Twitter as social network leaders. Particularly interesting is the way communication occurs in multiethnic and multilingual environments. Vojvodina is a typical multicultural area. In ethnic terms, it is the most heterogeneous part of Serbia. The ethnic composition is extremely diverse, and because of the many nationalities, religions, languages, and cultures that exist in this area, Vojvodina represents “Europe in small.” The region is also known for its specific culture of mutual respect and tolerance. Its different cultures are intertwined and influence one another and the population is mixed. Individuals are in almost everyday contact with fellow citizens of another ethnic or religious affiliation and the share of mixed marriages is significant. In this chapter, first a conceptual framework will be described, and then follows a discussion of the advantages and limits of social media from a theoretical-empirical aspect by considering the possibility of their usage in strengthening the links between members of an ethnic group. For this purpose, members of different ethnic groups were examined in order to evaluate the possibility of using different languages on social networks within the overall culture.

Keywords

Internet Social media Communication Social networks Ethnic groups 

Notes

Acknowledgment

This chapter is part of project No. 142-451-2356/2018-2102 funded by the Provincial Secretariat for Higher Education and Scientific Research of the Vojvodina Province, Serbia.

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Bojan Đerčan
    • 1
    Email author
  • Dajana Bjelajac
    • 2
  • Milka Bubalo-Živković
    • 2
  1. 1.Department of Geography, Tourism and Hotel ManagementUniversity of Novi SadNovi SadSerbia
  2. 2.Faculty of Sciences, Department of Geography, Tourism and Hotel ManagementUniversity of Novi SadNovi SadSerbia

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