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In the process of political transition of the Western Balkan countries, the non-EU countries in particular, the reform of communication systems occupies one of the primary places within the implementation of economic, cultural, political and integration processes of each country. Communication research that seeks to define the dilemmas of the current communication situation in Bosnia and Herzegovina, as a determining framework of the media system, includes many socio-political factors conditioned by structural changes within the society of Bosnia and Herzegovina in the last 25 years. The complete cultural and political deconstruction of the Bosnian society at the end of the twentieth and the beginning of the twenty-first century destabilized the internal organization of the political, cultural and economic system, especially in the domain of public communication and organization of the media subsystem. Apart from the numerous current challenges, the development of a unified media policy in Bosnia and Herzegovina and the establishment of a public media system in accordance with the requirements of the European Union and the interests of all citizens, are among the key issues that state institutions are facing at the moment. This paper primarily deals with the analysis of the European Commission’s annual reports on Bosnia and Herzegovina’s progress in the process of implementing reforms in the media policy sector and based on these annual reports it suggests the key factors for future national media policy definition. The goal is to establish a national media policy and reform the communication system in a broader context as a political, cultural and economic issue, i.e., as an institutionally agreed path for political compromise, integration of society and definition of collective identities.

In the middle of the second decade of the twenty-first century, Bosnia and Herzegovina is at the crossroads of political, economic and cultural revitalization of the society as a country that declarative aims for application of European principles of political organization and the membership in the European Union. On this way there are many open issues that are the result of twenty years of political and economic stagnation or collapse of all elements that should be the foundation for the stabilization of a modern democratic society in Bosnia and Herzegovina. The internal reconstruction of the political system and the revitalisation of the institutions of the government or different holders of political reforms means at the same time the fulfilment of the conditions of accession to Euro-Atlantic integration. The development of a unified media policy in Bosnia and Herzegovina, and the establishment of public media service in accordance with the requirements of the European Union and the interests of all citizens are the top issues among the many current challenges that we have to deal with in the future. But for Bosnia and Herzegovina it is not exclusively the interest of communicational research. It must be necessarily seen in the wider context as a political, cultural and economic issue, because the establishment of a single media/communication system is one of the key requirements for a political compromise, the integration of society and the harmonization of other common (primarily economic) interests for all citizens of Bosnia and Herzegovina. One of the key requirements for defining a unified media policy in Bosnia and Herzegovina is agreeing / reconciliation of all complex (heterogeneous) cultural characteristics, as well as the specific characteristics of modern communication situation in a model that would respond to the specific information needs of citizens and the standards applied by the European Union.

The current political and economic relations in Bosnia and Herzegovina society imply specific approach to media reporting about accession process of Bosnia and Herzegovina to Euro-Atlantic integration, especially to Europian Union and NATO, as specific frames for Bosnian international politics. Defined by internal political conflicts, but alos by this year elections, processes of international politics and accession of Bosnia and Herzegovina to Euro-Atlantic integration represent special object of media interest, both traditional and new (online) media. This work primarly describes certain segments of media reports in online media, analyzing fulfillment of basic journalistic standards, about also specific newmedia characteristics related exclusively for online media, theirs ubiquity, multimediality, speed, adaptability, informativity, educability and interaction with online audience. It is very important to say when we explained some research results, we had in mind level of development in online media in Bosnia and Herzegovina, their human and technical resources, culture of bosnian online communication, but also total current communication sitaution in Bosnia and Herzegovina.