Radio has held various degrees of significance in the world of mass media throughout history, though today it is often overshadowed by newer media forms. Nevertheless, radio still maintains a significant audience that follows content through traditional radio sets and in other ways. On the other hand, sports represent one of the powerful global industries and an important segment of the daily life of a large number of people. Additionally, sports can be significant in discussions of unity and divisions within a society. Considering all this, the aim of this paper is to examine the editorial policy regarding sports in media enterprises that provide radio services through terrestrial transmission across the entire Republic of Serbia. Specifically, it explores how and in what ways sports, as an important segment of society, are presented in the programs of radio stations with national frequency, and what importance it receives as part of the media agenda. Here, a significant difference is already evident between the approach of the national public media service and the lack of such content in commercial broadcasters.

The topic of agency journalism (AJ) and news agencies (NA), where it is primarily practiced, is unjustifiably on the margins. This represents a paradox, considering its significance for the global role of the media industry and the characteristics of the journalistic profession as a whole. That is especially true over the past two decades, during which the entire communication landscape has rapidly changed due to the impact of new technological tools, and considering the fact that NAs are among few traditional media that have successfully responded to these changes. The subject of this article, therefore, is the specificities and importance of AJ and NA, the challenges they are currently facing, and the strategies they undertake in this regard. In the first part we will present the characteristics and significance of AJ and NA, alongside an overview of the circumstances in which they operate today. We will then examine the current transformation models, with a special emphasis on the three globally most influential NAs (AFP, Reuters, and the AP). After that, we will highlight the connection between the basic features of NA and AJ and the successful management models among them today. This also serves as an argument for the reasserted importance of AJ and NA today, reflected in their specific work models, allowing us to conclude that this is the foundation of their success in the current market. Given the evident lack of recent relevant research, our goal is also to describe more concretely how this segment of the media industry functions today, by using examples from the globally most influential NAs. In this way, they are the best illustration of current changes and adaptations to them, as well as a useful guide for other media outlets, such as those that exist in Serbia.

Starting from the fact that journalism in Serbia is a reflection of the times we live in, as well as the fact that the domestic scene is overloaded with tabloid discourse and the clientelistic role of the media instead of one that includes the media role as a corrective mechanism of society, it is clear what challenges many representatives of this profession to face in daily work. That dominant image shapes and broadens the attitude in society about this profession, that is, a stereotypical view that thus undeservedly includes numerous representatives who adhere to ethical standards. Therefore, as part of the journalist's guild, the media and media workers who focus on sports live in such an environment as a particularly prominent segment of society through which many others permeate, such as politics, economy, crime, etc. On the other hand, the fact is that technological changes have led to a much larger quantity, namely the possibility of a significant expansion of the body of journalists, including those specialized in sports, and therefore to increased interest in that profession, bearing in mind the rapid growth of the number of media newsrooms in general, as well as special sports newsrooms. This paper aims to form a kind of cross-section of the current situation through a series of attitudes measured on a Likert scale, videlicet insights into how, bearing in mind everything previously said, students of sports journalism in Serbia, as a specific segment of journalism, see this profession today and in the future, their place in that profession, as well as sports and media in general.

The text aims to present the current state and changes in the functioning of radio media organizations (RMOs), while simultaneously summarizing their basic characteristics and contemporary operating models, with a primary focus on new technical-technological (TT) conditions that, like other media actors, predominantly direct them toward the paths of necessary transformation. Along with an overview of the specifics of this part of the media industry, its comparative advantages, and the adaptation process to the new TT environment, global trends in this regard and the situation within the domestic media system (in Serbia) are also described. Concurrently, new radio operating models are presented and analyzed, taking into account primarily the new TT framework of work, new audience habits, and the new way RMOs operate, while also presenting the key features of the local radio market. In this way, the goal is to examine the paths of transforming traditional radio into a modern radio metamedium of the 21st century, following the main thesis that success in this regard and the market sustainability of RMOs depend on their relationship with the new TT conditions and the use of inherent radio comparative advantages, while also adhering to responsible editorial policies and high-quality content. The objective is, therefore, a collection of diagnoses and recommendations presented in the concluding segment of the text, which can today be reasonably addressed to all media and other relevant actors who have an impact on the further development of radio media. This is reflected in three dimensions of their functioning in the 21st century: organizational, user, and the dimension of challenges within the local media environment.

Sport occupies a prominent position in contemporary society, transcending its primary framework and emerging as a significant cultural and communicative phenomenon. Although it is often promoted as a realm of fair play, character building, and universal values, numerous negative phenomena – such as corruption, doping, matchfixing, pervasive commercialization, and various forms of discrimination – reveal the complexity of its ethical dimension. This article explores how the media represent ethical issues in sport, analyzing whether media narratives contribute to raising public awareness and fostering critical reflection on these deviations, or, conversely, to their normalization and spectacularization. In doing so, the study also draws attention to the broader spectrum of issues that currently shape the field of contemporary sport. Using qualitative content analysis of Serbian daily newspapers, the research focuses on several paradigmatic cases in order to identify dominant discursive patterns through which ethical dilemmas are presented to the public. Particular attention is given to narratives related to fair play, on-field violence, athletes’ conduct beyond sports events, and the accountability of sports institutions. The aim of this paper is to highlight key challenges in contemporary sport and the various contradictions inherent in the media representation of its ethical aspects, as well as the broader implications these narratives may have for the relationship between sport, media, and societal values.