The imperative of changes associated with digital transformation gave impetus to this study, which aims to examine the impact of digital capabilities and digital citizenship on digital transformation, as well as to identify the role of digital citizenship in the relationship between digital capabilities and digital transformation. Digital transformation is observed via change management and risk management, and two facets of digital citizenship are examined: information and data literacy and information security management. A survey was carried out, and respondents were managers employed in companies from various industries in Serbia. Considering the total sample of 224 valid questionnaires the PLS-SEM method was used to test the relationships in the proposed model. Results suggest that digital capabilities have a significant positive impact on change management, information and data literacy, and information security management. Results also confirm that digital citizenship mediates the relationship between digital capabilities and both change management and risk management.

Doing business in the age of information abundance indicates the importance of developing information management skills, enabling the individuals to be more productive but also more flexible to changes. In literature, innovation, as a driver of a firm’s performance, has been highlighted, while problem-solving capabilities are considered one of the key assumptions for the implementation of digital transformation strategy. The purpose of the study is to investigate the impact of digital citizenship and digital transformation enablers on innovation and problem-solving capabilities. The data collection procedure commenced by selecting a random sample of private companies from various industries A survey was carried out, and a total sample of 247 valid questionnaires were collected. The PLS-SEM method was used to test the relationships in the proposed model. The study found that some elements of digital citizenship are positively associated with digital transformation enablers. The results of the study confirmed that technology-based digital transformation enablers positively contribute to innovation and problem-solving capabilities. Also, technological facets of digital transformation enablers realize a mediating role in the relationship between digital citizenship and innovation, as well as with problem-solving capabilities.

The aim of the work is to analyze the development of the marketing concept by stages from Marketing 1.0 to Marketing 5.0. The characteristics of each phase, the differences between them are analyzed and the factors that lead to the transition from one phase of evolution to another are identified. The marketing concept has evolved and progressed since its inception until today, from simple exchange and trade to marketing in the digital world. During the evolution, the application of the marketing concept has contributed to the achievement of the company's goals while satisfying the needs and desires of consumers and taking care of the long-term interests of society. The marketing concept changed and evolved under the influence of various environmental factors. Technological innovations and digitization are not the only factors that have influenced the evolution of the marketing concept. Previous scientific works emphasize the impact of technological progress on the evolution of the marketing concept. The work enriches and complements the literature on marketing from 1.0 to 5.0 by researching and analyzing, in addition to technological progress, changes in the market, changes in consumer behavior and changes in society that influenced the development and evolution of the marketing concept. Taking into account the latest trends in marketing, the authors indicate the next phase in the evolution of marketing.

The following text analyses the phenomenon of artificial intelligence (AI) in general and also specifically in focus of dierent aspects of culture, art and the media. In the introductory part, AI is first viewed as a field of computer and data sciences (collection and manipulation of data), which is nowadays seen as an extremely useful or extremely dangerous tool in various segments of life, including culture and the media. Through examples from several contemporary researches, the authors provide a crosssection of opinions about both positive and negative aspects of AI, challenges in the journalist practices and the ethical dilemmas regarding use of AI in the media. A completely clear conclusion determines that AI has no ethics of its own, but that the ethical challenges originate from the manners of creating and using AI , which brings back the spotlight to the man, the individual and also to the decision makers and creators who manipulate with AI in all spheres of social life, including culture and the media. After this theoretic introduction giving an overview of the topic, the rest of the work sublimes and provides insight into the content of ten papers from the thematic study Artificial Intelligence in Culture and Media. The study includes ten papers of renowned theoreticians, researchers and students in PhD studies who used an interdisciplinary key to understand the position of AI from the widest philosophical angle; as a tool introducing innovations into the work of editorial desks of local media; as a subject of transformative processes in film production; as benefits provided for the users - the audience, and the manner in which it is normed and regulated; in terms of its impact on marketing and advertising, and in general in terms of its impact on the society and all its subjects.

The phenomenon of increasing algorithmic comfort can be described as a process in which apparent security turns into a serpent embrace-like pressure, with increasing automation producing a tension between comfort and suffocation, as well as a dynamic of resistance, adaptation, and release. In the age when education is shaped according to code, the rule prevailed: “no more endless hours creating something.” Efficiency has become the new holy grail, but it is increasingly being forgotten that this convenience comes at a price – the loss of creative effort and human authenticity. Within the Education 4.0 paradigm, contemporary education strives to develop the skills of the future – creativity, critical thinking, and digital literacy – while at the same time increasingly relying on large language models (LLMs) like ChatGPT. However, we cannot help but wonder if this approach, while opening up possibilities for new forms of learning, actually leads to a superficial automation of the process that ignores the key component of learning – the emotional dimension. The emotional mimicry that large language models achieve through imitating empathy and using apparently empathic phrases actually re mains on the surface, as confirmed by research showing that students who use LLM tools record less cognitive effort, as well as a lower quality of reasoning – which indicates emotional shallowness and thought passivation. The findings of a survey conducted on a sample of 60 students show that young users simultaneously recognize and support the practical benefits of AI tutors, yet express concerns about cognitive addiction and illusory empathy. This study examines the consequences of LLM tutor-based educational practices on thought identity, emotional depth, and confidence development. The findings, including the results of the survey, indicate that interaction with algorithmic tools reduces creative and semantic brain activity, encouraging superficial automatism and digital dementia, i.e., a decline in memory, concentration, and critical reasoning. In response, the paper proposes digital emotional literacy as a key pedagogical strategy and safeguard against the manipulation of empathy, the addictive reliance on tutors, and the substitution of emotional reality for algorithmic comfort.

This paper examines Canadian multicultural literature in relation to diaspora marginalization, focusing on Joy Kogawa’s exploration of silence and erasure in Obasan (1981), Dionne Brand’s fragmented constructions of identity in A Map to the Door of No Return (2001), and M. G. Vassanji’s articulation of hybrid identity in The In-Between World of Vikram Lall (2003). These literary perspectives are then extended to the digital age through an analysis of South Slavic diaspora communities in Canada (Serbian, Croatian, and Bosnian) and their forms of online cultural production and engagement. In the digital era, cultural marginalization is no longer solely produced through colonial discourse, patriarchy, or state violence, but is increasingly intensified by algorithmic regimes of visibility, self-representation, and surveillance. The paper demonstrates that digital platforms have transformed diaspora identity from print-based cultural memory into a participatory and continuously evolving system shaped by algorithmic logics. Therefore, marginalization occurs less through direct exclusion from literary production and more through language loss, reliance on dominant digital platforms, and the replacement of traditional publishing with informal online storytelling. The aim of this paper is to demonstrate that digitization has not resulted in the democratization of the literary and linguistic sphere, but rather that algorithmic filtering has contributed to the marginalization of languages with lower economic capital, including South Slavic languages.