Abstract:

The significance of Intellectual Property (IP) on a global scale is a fact. The media as a tool for disseminating information in the 21st century faces a new challenge – to adapt to the new trends of the technological society. Higher education nowadays is seen as a process, value, capital, a component of human culture. In today’s world, everyone can be the author and reporter in the creation of news, but the media rely on journalists. And they are now going through a complete change in their way of working and communicating with the audience. The opinion of the authors, the way of presenting facts from different angles makes the media content interesting and attractive to the audience. And their work remains unappreciated. Universities become an increasingly intensive location for talent that participate in the innovation processes in society, and in media in particular. There the debate about copyright is brisk because the students – future journalists – are a party to the case. But is their preparation sufficient? The evolution of media in the digital age and the need for high quality of education of media and journalism students predetermine the need for new strategic approaches to IP and the effects of its use and application in higher education. This paper examines the synergy between IP objects in media and the rights of people that create the content in them in order to protect the traditional rights of authors, motivation and encouragement, harmony and collaboration in the creation of new knowledge and skills and their transfer in as IP in media. Copyright laws cover media products, software, and distribution. Tracked is the relationship between law and technology in the IP system and the media as institutions that create, own, and manage IP. It is commented how current copyright law regulates the changed relations between authors and user and how the transformation turns IP into a mechanism of global redistribution where products, technologies, knowledge, and images that are IP subjects, which are spreading globally. The topic of the author’s right to use their works or to allow their use by third parties presumes high public interest. The evolution of the press and media suggests an incoming change in the field. This report argues the idea of analyzing the necessity of IP education in the university environment and the opportunities of improvement of the quality of training in higher education by exploring the attitudes of active and freelance journalists towards IP. The result is to stimulate the acquisition of core competencies for work and creative expression in the media environment, different skills of communication, obtainment and use of media information. The aim is for students to be motivated for a more effective inclusion in the process of IP and copyright education. For higher education graduates to have the attitude to improve and perfect their information literacy for a more successful realization in the new conditions of life and work in society. Emphasis is on the knowledge and competencies as quality of the personality, formed on the basis of knowledge, skills, experience as a component of human culture

Keywords:

Intellectual Property, Media Culture, Higher Education, Copyright.