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

Reference work entry


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.


Internet Social media Communication Social networks Ethnic groups 



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.


  1. Ács, Z. (1986). Nemzetiségek a történelmi Magyarországon. [Nationalities in historic Hungary]. Budapest.Google Scholar
  2. Andrić, L. (1991). Seoba u sporovima. Novi Sad: Književna zajednica Novog Sada [Migration in disputes. Novi Sad: The literary community of Novi Sad].Google Scholar
  3. Benzie, R. (2007). Facebook banned for Ontario staffers. The Star. Retrieved 10 May 2018 from
  4. Boyd, D. (2008). Why youth (heart) social network sites: The role of networked publics in teenage social life. In D. Buckingham (Ed.), Youth, identity, and digital media (pp. 119–142). Cambridge: MIT Press.Google Scholar
  5. Bubalo-Živković, M., & Đerčan, B. (2014). Demographic changes in the Kingdom of SCS and the Kingdom of Yugoslavia (pp. 299–317). Istorija i geografija: susreti i prožimanja: tematski zbornik radova. Beograd: Institut za noviju istoriju Srbije, Geografski institut “Jovan Cvijić” SANU, Institut za slavistku Ruske Akademije Nauka [History and geography: Encounters and perceptions: Thematic collection of papers. Belgrade: Institute for Newer History of Serbia, Geographic Institute “Jovan Cvijić” Serbian Academy of Sciences and Arts, Institute of Slavic Studies, Russian Academy of Sciences and Arts].Google Scholar
  6. Bubalo-Živković, M., Đurđev, B., Đerčan, B., Lukić, T., & Ivkov-Džigurski, A. (2014). Migrations on the territory of Vojvodina Province (Serbia) in the first half of the 20th century. Pensee Journal, 76(10), 309–324.Google Scholar
  7. Čakić, S. (1990). Velika seoba Srba 1689/90 i patrijarh Arsenije III Čarnojević. Novi Sad: Dobra vest [The great migration of the Serbs 1689/90 and Patriarch Arsenije III Carnojevic. Novi Sad: Good news].Google Scholar
  8. Cassidy, J. (2006). Me media: How hanging out on the Internet became big business. The New Yorker, 82(13), 50.Google Scholar
  9. Ćirković, S. (1990). Seobe srpskog naroda u Kraljevinu Ugarsku u 14.i 15. veku. Beograd: Zavod za udžbenike i nastavna sredstva [Migration of the Serbian people in the Kingdom of Hungary in the 14th and 15th century. Belgrade: Institute for Textbooks and Teaching Resources].Google Scholar
  10. Constant, D., Kiesler, S. B., & Sproull, L. S. (1996). The kindness of strangers: The usefulness of electronic weak ties for technical advice. Organization Science, 7(2), 119–135.CrossRefGoogle Scholar
  11. Crnobrnja, S. (2014). Novi mediji i društvene mreže: Pojmovnik. Beograd: Univerzitet Singidunum [New media and social networks: A glossary. Belgrade: Singidunum University].Google Scholar
  12. Culnan, M. J., & Markus, M. L. (1987). Information technologies. In F. M. Jablin, L. L. Putnam, K. H. Roberts, & L. W. Porter (Eds.), Handbook of organizational communication: An interdisciplinary perspective (pp. 420–443). Newbury Park: Sage.Google Scholar
  13. Ćurčić, S. (1996). Broj stanovnika Vojvodine. Novi Sad: Matica srpska [Population of Vojvodina. Novi Sad: Matica srpska].Google Scholar
  14. Đerčan, B. (2017). Etničnost i Vojvodina na početku 21. veka. U monografiji: Etničke grupe Vojvodine u 21.veku–stanje i perspektive održivosti. Novi Sad: Univerzitet u NovomSadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo [Ethnicity and Vojvodina at the beginning of the Twenty-First Century. In the monograph: Ethnic Groups of Vojvodina in the Twenty-First Century – the state and perspectives of sustainability (pp. 2–17). Novi Sad: University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management].Google Scholar
  15. Đerčan, B., Cvetanović, M., Bubalo-Živković, M., & Kicošev, S. (2011a). The change in ethnic structure in border municipalities of banat (Vojvodina, Serbia). GeographicaTimisiensis, 20(1), 21–30.Google Scholar
  16. Đerčan, B., Lukić, T., Stojsavljević, R., & Bubalo-Živković, M. (2011b). Religious structure in the border area of Banat (Vojvodina, Serbia). GeographicaTimisiensis, 20(2), 85–98.Google Scholar
  17. Đerčan, B., Lukić, T., Bubalo-Živković, M., & Đurđev, B. (2013). Ethnicity changes in backa region: Historical conditions and current state. European Researcher, 61(10–2), 2518–2529.CrossRefGoogle Scholar
  18. Đere, Z. (1992). Demografske prilike u Vojvodini prema popisu Lajoša Nađa iz 1828. godine. Zbornik Matice srpske za istoriju [Demographic conditions in Vojvodina according to Lajos Nadj census from 1828. Proceedings of the Matica Srpska for History], 46, 101–135.Google Scholar
  19. Đere, Z. (2004). Skica promena etničkog sastava stanovništva na tlu današnje Vojvodine 1526–1910. godine, Istraživanja [A sketch of the change of the ethnic composition of the population on the ground of present-day Vojvodina 1526–1910], 15, 105–123.Google Scholar
  20. Dragojević, M. (2008). Contesting ethnicity: Emerging regional identity in Vojvodina. Studies in Ethnicity and Nationalism, 8(2), 290–316.CrossRefGoogle Scholar
  21. Ellecta Digital. (2017). Available at Accessed 21 Mar 2018.
  22. Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143–1168. article 1.CrossRefGoogle Scholar
  23. Friedman, T. L. (2006). The world is flat (pp. 50–100). New York: Farrar, Straus and Giroux.Google Scholar
  24. Gaćeša, N. (1995). Demografski razvitak Vojvodine, od početka18.veka do 1981. godine. Radovi iz agrarne istorije i demografije [Demographic development of Vojvodina, from the beginning of the 18th century until 1981. Works from agrarian history and demography]. Novi Sad: Matica srpska.Google Scholar
  25. Gavrilović, S. (1991). O borbi Srba u Habsburškoj Monarhiji za političko-teritorijalnu autonomiju. Zbornik Matice srpske za istoriju [About the struggle of the Serbs in the Habsburg Monarchy for political-territorial autonomy. Proceedings of the Matica Srpska for History], 43, 7–23.Google Scholar
  26. Hampton, K., & Wellman, B. (2002). The not so global village of Netville. In B. Wellman & C. Haythornthwaite (Eds.), The internet in everyday life (pp. 345–371). Oxford: Blackwell.CrossRefGoogle Scholar
  27. Hopper, P. (2007). Understanding cultural globalization. Cambridge: Polity Press.Google Scholar
  28. Jankulov, B. (1961). Pregled kolonizacije Vojvodine u 18. i 19.veku [Overview of colonization of Vojvodina in the 18th and 19th centuries]. Novi Sad: Matica srpska.Google Scholar
  29. Kaul, V. (2011). Globalization and media. Journal of Mass Communication & Journalism, 1(1), 1–8.Google Scholar
  30. Kendall, L. (2002). Hanging out in the virtual pub: Masculinities and relation-ships online. Berkeley: University of California Press.CrossRefGoogle Scholar
  31. Kraut, R., Patterson, V. L., Kiesler, S., Mukhopadhyay, T., & Scherilis, W. (1998). Internet paradox: A social technology that reduces social involvement and psychological well-being? American Psychologist, 53(9), 1017–1031.CrossRefGoogle Scholar
  32. Krestić, V. (2003). Iz prošlosti Srema, Bačke i Banata (Vol. 631, Kolo XCV). Beograd: Srpska Književna Zadruga [From the Past of Srem, Backa and Banat (Vol. 631, Round XCV). Belgrade: Serbian Literary Cooperative].Google Scholar
  33. Lea, M. (1992). In M. Lea (Ed.), Contexts of computer mediated communication. New York: Harvester-Wheatsheaf.Google Scholar
  34. Legrain, P. (2002). Open world: The truth about globalization. London: Abacus.Google Scholar
  35. Leung, L., & Lee Paul, S. N. (2005). Multiple determinants of life quality. Telematics and Informatics, 22(3), 161–180.CrossRefGoogle Scholar
  36. Lukić, T., Jovanović, G., BubaloŽivković, M., Lalić, M., & Đerčan, B. (2014). Montenegrins in Vojvodina Province, Serbia. Human Geographies–Journal of Studies and Research in Human Geography, 8(1), 43–54.CrossRefGoogle Scholar
  37. Lukić, T., Bubalo-Živković, M., Ćurčić, N., Bjeljac, Ž., Đerčan, B., & Pivac, T. (2016). Geo-demographic structure of the czechs in Vojvodina Province (Serbia). European Geographical Studies, 11(3), 108–119.Google Scholar
  38. Lukić, T., Bubalo-Živković, M., Đerčan, B., Solarević, M., & Kalenjuk, B. (2017). Ethnic groups of the Vojvodina region (Serbia): Contribution to knowledge about the characteristics of cohabitation. Anthropologist, 30(1), 37–51.CrossRefGoogle Scholar
  39. Mali, M. (1977). Nastanak i razvoj Autonomne Vojvodine proizlazi iz Titove strategije i prakse revolucije. Zbornik Matice srpske za društvene nauke [The emergence and development of Autonomous Vojvodina derives from Tito’s strategy and practice of revolution. Matica Srpska Social Sciences Quarterly], 63, 2–34.Google Scholar
  40. McLaughlin, M. L., Osborne, K. K., & Smith, C. B. (1995). Standards of conduct on Usenet. In S. G. Jones (Ed.), Cyber society: Computer-mediated communication and community (pp. 90–111). Thousand Oaks: Sage.Google Scholar
  41. Milićević, J. (1968). Vojvodina 1521–1699. godine. U: Vojvodina znamenitosti i lepote (pp. 227–235). Beograd: Književne novine [Vojvodina 1521–1699. In Vojvodina sights and beauty. Belgrade: Književne novine].Google Scholar
  42. Miličić, L. (2014). Facebook Srbija – Koliko zapravo Facebook korisnika ima u Srbiji? [Facebook Serbia – How many Facebook users does Serbia actually have?] Retrieved 10 Apr 2018, from
  43. Mirković, A. (2015). Društvene mreže-društveni fenomen. [Social Networks–Social Phenomena.] Retrieved 12 Mar 2018, from
  44. Mitrović, M. (1984). Naseljavanje i kolonizacija Vojvodine 1690–1945, Godišnjak društva istoričara Vojvodine, Novi Sad [Settling and Colonization of Vojvodina 1690–1945, Yearbook of the Society of Historians of Vojvodina, Novi Sad].Google Scholar
  45. Official Journal of the AP Vojvodina (2014) no. 20.Google Scholar
  46. Petrović, D. (2013). Društvenost u doba interneta [Sociality in the Internet age]. Novi Sad: Akademska knjiga.Google Scholar
  47. Poole, M. S., & DeSanctis, G. (1990). Understanding the use of group decision support systems: The theory of adaptive structuration. In J. Fulk & C. W. Steinfield (Eds.), Organizations and communication technology (pp. 173–193). Newbury Park: Sage.CrossRefGoogle Scholar
  48. Popov, Č. and Popov, J. (1993). Autonomija Vojvodine – srpsko pitanje [Autonomy of Vojvodina-Serbian question]. Sremski Karlovci: Krovovi.Google Scholar
  49. Popović, D. (1950). Srbi u Sremu do 1736/7. Beograd: Srpska Akademija Nauka i Umetnosti [Serbs in Srem until 1736/7. Belgrade: Serbian Academy of Sciences and Arts].Google Scholar
  50. Radivojša, B. (2016). Nestala Jugoslavija, nestaju i mešoviti brakovi [Yugoslavia disappeared, disappear and mixed marriages]. Retrieved: 24 Mar 2018, from
  51. Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. Reading: Addison-Wesley.Google Scholar
  52. Rheingold, H. (2003). Smart mobs: The next social revolution. New York: Perseus Books.CrossRefGoogle Scholar
  53. Short, J., Williams, E., & Christie, B. (1976). The social psychology of tele-communications. London: Wiley.Google Scholar
  54. Smith, K. (2018). Marketing: 115 amazing social media statistics and facts. Retrieved 5 May 2018, from
  55. SORS. (2013). Religion, mother tongue and ethnicity, 2011 Census of Population, Households and Dwellings in the Republic of Serbia, Statistical Office of The Republic of Serbia.Google Scholar
  56. SORS. (2018). Statistical pocketbook of the republic of Serbia, Statistical Office of The Republic of Serbia.Google Scholar
  57. Sproull, L., & Kiesler, S. (1991). Connections: New ways of working in the networked organization. Cambridge: MIT Press.Google Scholar
  58. Svet. (2014). [Bread and Facebook: Serbia is the largest user of social networks in the region.] Available at Accessed 24 June 2018.
  59. Tomlinson, J. (1999). Globalization and culture. Cambridge: Polity Press.Google Scholar
  60. Wellman, B., & Haythornthwaite, C. (2002). In B. Wellman & C. Haythornthwaite (Eds.), The Internet in everyday life. Oxford: Blackwell.CrossRefGoogle Scholar
  61. Wellman, B., Salaff, J., Dimitrova, D., Garton, L., Gulia, M., & Haythornthwaite, C. (1996). Computer networks as social networks: Collaborative work, tele-work & virtual community. Annual Review of Sociology, 22, 213–238.CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  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

Personalised recommendations