The European Conference Devoted to Minority and Local Media this year gathered those employed in the media and journalists, but also the experts from the field of tourism, economy and environmental protection. In the company of numerous visitors from the field of the media, tourist organisations and economy, as well as students from the Vocational Secondary School of Electrical Engineering from Novi Sad, the panellists and organisers agreed that the minority and local media are, in many cases, tourism development resources.

The second day of the Conference was officially opened by the member of the City Council in Charge of Culture Dalibor Rožić, who expressed his pleasure about the fact that the European Conference Devoted to Minority and Local Media lives on and that the programme is more serious and more comprehensive each year.

“It’s good that this year’s central topic is tourism and the role of the minority media in its development, because tourism has been relying on culture more and more, and the connections between the two areas are more ramified,” said Rožić, reminding the audience that the Conference is an integral part of “The Second Europe” platform within the project “Novi Sad CCoC 2021”. “The City Council in Charge of Culture will keep supporting this event, as it is in full accordance with the concept of multiculturalism and decentralisation, but also because the organisers manage to push the reaches of the previous conferences further.”

Friday’s program consisted of four panels preceded by an introductory lecture by Igor Stamenković, PhD and an Assistant Professor from the Geography, Tourism and Hotel Management Department of the Faculty of Sciences from Novi Sad. The lecture addressed the issues of multicultural regions and their development, highlighting the fact that there can be no development unless all the interested parties –including stakeholders, private sector, and the media – work together.

Predrag Mandić, from “Srpske nedeljne novine” (Serbian Weekly Newspaper) from Hungary, Lazar Lazić, professor and PhD from the Geography, Tourism and Hotel Management Department from Novi Sad, Nataša Pavlović, Managing Director of the Tourist Organization of Vojvodina, Marta Varju, Editor-in-Chief of Magyar Szo and Rade Delibašić from the Foundation Novi Sad CCoC 2021 discussed Vojvodina as a tourist region.

The participants of the panel moderated by Dragica Samardžić, Senior Advisor for Tourism of the Chamber of Commerce and Industry of Vojvodina, agreed that Vojvodina is a fast developing tourist region, visited by an increasing number of tourists (in 2018 14%, which is a record). During the panel, where the need for a more modern organisation and management was emphasised, as well as marketing in the field of tourism and tourist organisations, it was concluded that in the context of this field negative phenomena should also be discussed, such as appointments based on party affiliations and low salaries of those employed in tourism.

During the second panel called “European Minority and Majority Media as a Tourism Development Resource”, the participants – editors of the minority and majority media Gwyn Nissen from Denmark, Frank Jung from Germany, András Chirimiciu from Romania and Rajmund Klonowski from Lithuania, and Martina Kreuzer from Italy, who joined the panel in a video call, presented the image of the role of media in other European countries.

The main message of the panel moderated by Nataša Heror, Managing Director of Heror Media Pont, was that all the media need to nurture their own approach to the topics from the field of tourism, regardless of whether they collaborate with other subjects to promote tourist destinations, or if they, through analytical journalism, are engaged in topics emanating from this area.

Due to the fact that in some cases tourism and its development have an adverse effect on environment, one of the panels “The Media and Ecology” – moderated by Vladimira Dorčova Valtnerova, Editor-In-Chief of the portal “Storyteller” was dedicated to “ecological” journalism, i.e. environmental protection.

The participants Izabela Branković, executive director of the Media Association of Serbia, Velimir Cvejanov, editor in chief of the portal  www.reciklaza.biz, Dragan Gmizić, journalist, Zoran Trpovski, Secretary of The Industry Association of the Chamber of Commerce and Industry of Vojvodina and Marko Tucakov, correspondent of “Hrvatska riječ” (Croatian Word) concluded that there is no new data or research that would show to what extent the media report about the environment, with the subjective assessment that it is insufficient. They also agreed that reporting about these topics is often sensationalist and short-lived and due to this, new ways and new journalism approaches and narratives about reporting on ecological topics should be discovered.

This year’s conference emphasised that, apart from preserving the cultural heritage, we should also preserve our natural heritage, and that the economic progress cannot be separated from the cultural one. The panel “Ruthenian Culture and Tourism”, whose goal was to present the tourist potential and products of the Ruthenian community, primarily from Ruski Krstur.

The panel participants – Ljubica Njaradi, President of the Tourist Association of Ruski Krstur, Jakim Vinai, journalist for Q media from Kule and Blažena Homa Cvetković on behalf of NIU “Ruske slovo” – presented the cultural-gastronomic and religious tourism developing recently in Ruski Krstur. As a good practice example, they emphasised the cultural-gastronomic-entertainment event “The Days of Krstur Bell Pepper” and reminded those gathered of the excellent music festival Vodova Fest, which used to be organised in this village for several years with great success. The panel was moderated by Jasna Kovač from NIU “Ruske slovo”.

Photo: Csilla Dávid and Branko Vujkov

The main topic of this year’s conference platform is the minority media as a tourism development resource, which is the reason why the Conference takes place at the Chamber of Commerce and Industry of Vojvodina, a point where businesses meet and GDP is generated, said Nataša Heror from Heror Media Pont, opening the 3^rd European Conference Devoted to Minority and Local Media, which commenced in Novi Sad today.

“I believe that the conference dialogue will result in inspiring all the participants to be brave and innovative in creating new values in their business operations,” added Ms Heror.

Greeting a large number of those gathered, Branislav Mamić, Secretary of the Services Sector of the Chamber of Commerce and Industry of Vojvodina, reminded of the fact that tourism is one of the most important elements of his Sector, which is the reason why the CCIV supports this year’s Conference.

“Tourism, which we are focusing on today, is one of the fastest growing industries, and Vojvodina, with its natural and human resources has an excellent position, which is yet to be fully exploited. The two days of the conference will enable us to see how the minority media and the media in general can take an active part in promoting tourism in Vojvodina, that is, our tourist product,” said Mr Mamić.

On behalf of the Foundation Novi Sad ECoC 2021, the audience was addressed by Đula Ribar, who gave an overview of the Foundation’s activities, emphasising the fact that the implementation of the project Novi Sad – European Capital of Culture 2021 and values it promotes through its programmes give a direct contribution to the process of Serbia’s European integration.

“The Foundation 2021” has been supporting the European Conference Devoted to Minority and Local Media for three years now, because it appreciates the role of this media niche, which contributes to communication with the minority communities in their mother tongue. As an integral part of the programme arch named The Second Europe, this event brings into focus the minority media as an important phenomenon that, due to its capacities, should be recognised as a tourism development resource of both the City of Novi Sad and Vojvodina,” said Mr Ribar.

Izabela Branković, the Executive Manager of the Serbian Media Association, one of the organisers of this Conference for years now, stated at the opening of the event that this Conference was supported by all of the members of the Association, including the Novi Sad minority media offices of Magyar Szo, Rusko slovo and Hlas ludu.

At the Conference, the Media Association presented the project “Innovations in the Media” which began its implementation in the middle of this year. “The goal of the project is to provide assistance to the media so they can complete the transformation which will contribute to the formation of a sustainable business model”, said Branković, as a reminder that the first round table was held two weeks ago in Niš.

Gwyn Nissen from MIDAS expressed his pleasure at his organisation taking part in this conference platform, especially in the light of the fact that we live in the times of fast changes that affect the media as well.

“For example, the Danish media dare not look more than two years ahead in the context of their development, because we realistically cannot foresee what the future brings after that period,” said Nissen adding:

“MIDAS itself is undergoing a transformation. It was originally founded as an organisation of minority daily newspapers, but we realised that we had to extend our reach to include the minority online media as well. So, last year we included the online media in our organisation, because we can learn from them. We can combine our and their knowledge and experience for planning the future of our media.”

The official opening was followed by a surprise panel where moderator Branislav Mamić hosted Milan Mumin, the frontman of the band “Love Hunters” and the laureate of Novi Sad’s October Award 2019, and Slavko Matić, the frontman of the band “Zbogom Brus Li” (Goodbye Bruce Lee). Both panellists agreed that artists are true ambassadors of Novi Sad, a fact that needs to be repeated more frequently, and thus, the art scene of this city should receive more support. Undoubtedly, this session was an example of innovative approach to conference organisation, which sent a message to the media to show more courage and not to be afraid to experiment.

The participants of the round table “Innovations in the Media”, a part of the project of the Serbian Media Association, Gwyn Nissen (Denmark), Frank Jung (Germany and Szylvia Wolberger (Hungary) contributed a great deal to the discussion on the ways local media can introduce innovations into their journalist, media and even business approaches and practice. The audience was motivated for discussion, inspired by examples of good practice from two media – the German minority media Der Nordschleswiger from Denmark and sh:z Schleswig-Holsteinischer Zeitungsverlag GmbH & Co KG from Germany, which have established formal cooperation with two other media through which they share content, but also work together on certain news stories.

“This does not mean that these media write in the same manner during this cooperation. On the contrary, they preserve their journalist DNA and the ability to report from their own perspective”, said Szilvia Wolberger, who was the facilitator of this round table.

The representatives of the media joined the round table discussion, especially the students of the vocational secondary school of electrical engineering from Novi Sad, who became regular participants of the European Conference Devoted to Minority and Local Media last year.

The agenda for tomorrow includes work and dialogue within four panels: Vojvodina as a tourist region, European minority and majority media as a resource for development of tourism, Media and ecology and the Ruthenian culture and tourism. You can read the agenda here

The Conference organisers are Heror Media Pont, Magyar szó, Storyteller, Ruske slovo, Center for development of minority and local media and the Media Association in cooperation with MIDAS.

The sponsors of the 3^rd European Conference Devoted to Minority and Local media are the Provincial Secretariat for Culture, Public Information and Relations with Religious Communities, the Provincial Secretariat for Education, Regulations, Administration and National Minorities, Administration for Culture of the City of Novi Sad and the Foundation Novi Sad ECoC 2021.

The Conference sponsors are the Chamber of Commerce and Industry of Vojvodina and the Foundation Novi Sad ECoC 2021, and company Coca Cola is our long-term friend and in-kind sponsor.

Source: Heror Media Pont

Photo: Branko Vujkov, Csilla David

The media plays an important role in linking folklore and tradition in contemporary life with a local tourism, Ladeja Godina Košir, Chair European Circular Economy Stakeholder Platform (ECESP) and Founder and Executive Director of Circular Change from Slovenia, reminds the day before the opening of Third European Conference devoted to Minority and Local Media in Novi Sad.

Ladeja is an internationally renowned expert for circular economy, speaker and co-creator of international CE events. She was the finalist of The Circular Leadership Award 2018 (Davos WEF), recognised as the regional “engine of circular economy transition”. She is the co-author of the first Roadmap towards the Circular Economy in Slovenia and creator and team leader of the annual international Circular Change Conference. She is visiting professor at the Doshisha University in Kyoto and Co-leader of the Research Group Circular Economy Systems at the Bertalanfy Center for the Study of Systems Science (BCSSS) in Vienna.

How can the minority (and local media) contribute to the development of tourism and connect the regions in which they are settled with their home countries, or with countries where larger or smaller communities of members of the same minority exist?

L. G. K.: “Tourism plays an important role in the development of local communities, cities, regions. Since this industry is based on services run by people, it offers great opportunity to connect those who share the same roots, speak the same language and embrace similar values, no matter where they live. We, as human beings, have a strong need to belong, to feel as the part of community, to have the social network we can identify with. Visiting places out of our home country, where our language is spoken and where the spirit of our home-land is shared, is always a fulfilling experience.

Today media – if understood in the wider context, not only as “traditional” media – can significantly contribute to the sense of connectivity. Social media in combination with local and minority media is enabling exchange of information, knowledge, stories, images, impressions that bring people together and rise their interest for certain topics. Tourism is an excellent “tool” that can be used for a systemic long term building of relations between minorities living in different parts of the world.”

Ecology should go along with tourism, but… How are the European minority media contributing to the development of environmental awareness, whether they or should monitor and analyse (local) environmental disasters and seek new journalistic approaches to this topic that will help the community to better understand human-nature / ecology relationships and human impact and the development of communication channels and media to the natural environment?

L. G. K.: “Unfortunately, ecology is not always embedded in tourism. On the contrary – we can find many cases even in our region, where tourism has contributed to the degradation of nature and living environment, even more, somewhere it has decreased the quality of life of local citizens. Media is supposed to be the “watch dog”, to critically observe, investigate, inform and report. On the local level local media can play an important role since the journalists are there to represent local community, they have better access to local resources of information and (usually) a better understanding of the local context than representatives of national or international media. Professionalism in combination with interest to positively contribute to the development of local community, is the best possible formula for creation of meaningful and impactful media messages. Having in mind that today we are daily overloaded with all kinds of information, particularly via social media, it is of great importance how the messages are designed, what kind of narrative is used and how relevant they are for our targeted audience. Just preaching about the need for change to preserve the nature and our planet, is definitely not enough. People have to identify with the message, understand “what is in it for me” and get excited to contribute to something what has meaning for them.

For example – when Ellen MacArthur Foundation shared the message that “There might be more plastic than fish in the ocean until 2050”, we woke up. This message is clear and it is addressing each of us. We like the sea. We like fish. And we do not want to be part of the problem – we want to be part of solution. A lot of activities have been organised since then, addressing the issue of single use plastic, plastic waste, marine litter … On the local level simple but effective campaigns can be led by local media – encouraging people to drink tap water instead of bottled water, for example. And by doing so decreasing use of plastic bottles. Small step, but positive one.”

Where tourism is there is always culture. Are minority communities in Europe also recognized as communities who brings modern culture and art, or are stereotypes underlined that minority communities only “bring” folklore and folk customs and traditions? What is the role of minority media in breaking prejudices and do the minority media “play” this role?

L. G. K.: “What is wrong with folklore and tradition? In search for our roots and identity, we shall be proud of our cultural heritage. Let’s take a look at Nordic countries. Recent phenomena of “hygge”, for example. What is it about? It is about the traditional way Danish people are spending time together in winter days! It is about building the sense of community, of belonging, caring, and love. Isn’t it something great? Inviting friends to our home, lighting candles, drinking tea and just enjoying time spend together. In our region we are too often ashamed of our traditional habits, but there is something magic in them. We just have to find a link between our contemporary life style and the essence of those traditional habits – values have not changed and they are the best possible “glue” between present and past. Once we find a way to revitalise folk customs in a contemporary way, this can become super attractive tourist offer. Based on local culture, very unique and inspiring. Local and minority media is here to help this make true!”

Minority Media Goes Practical!”

Minority media as a resource for tourism development

November 28-30^th 2019

Chamber of Commerce and Industry of Vojvodina, Hajduk Veljkova st. 11

Novi Sad, Serbia

Organizers: Magyar Szó, Heror Media Pont, Storyteller, Ruske slovo, Minority & Local Media Development Center and Media Association in collaboration with MIDAS

Patrons: Provincial Secretariat for Culture, Public Information and Relations with Religious Communities, Provincial Secretariat for Education, Administration, Regulations and National Communities, Directorate for Culture of the City of Novi Sad and Foundation Novi Sad ECoC 2021

Support: Chamber of Commerce and Industry of Vojvodina

Friend: Company Coca Cola

Communicational platform lead by European Conference Devoted to Minority & Local Media is focusing on tourism development inpirated by decision of Regional Assembly of Vojvodina about Programme of touristic development in Autonomous Province of Vojvodina 2018-2022.

“Agricultural potential and tradition of abundance through XIX and XX century made out of this region desirable place for migrations, which had an important influence for dominantly multicultural and socialy inclusive spirit.”

Our task is contribution to this trend to go on. Thus we are spoting on minority media as a resource for tourism development, because it is very important to raise up the local community’s consciousness regarding to preservation of natural and cultural heritage.

‘Regions are instantly a dominant unit of demand on the global touristic market.”

From  media professionals point of view, we are going to elaborate complementary topics such as ecology, video content, inovations and circular economy. Our aim for this conference edition is to lauch a message to a domestic, as well as, to a European audience to understand and accept minority media as a resouce of development, thanking to their specificum.