Coordinator: Digital Society Lab
Areas of research: political sciences, communication studies and social psychology
Topics & interests: recommender algorithms, echo chambers, negative news, social polarization, misinformation, media addiction, neuromarketing, digital footprint, and societal impact of emerging technologies, such as artificial intelligence, 5G, blockchain and metaverse
Methods: big data, psychometrics, machine learning and content analysis
Defended PhD at the Institute for Political Studies (Sciences Po Lyon), University of Lyon, France in 2013
By using innovative methodology, Bojic identifies low and mild addictions. In his newer inquiries, Bojic focuses on recommender algorithms, as more effective than mass media in provoking addictions and social polarizations. That’s why recommender algorithms are labeled as the most impactful social force and means by which AI affects more than half of the world population. This points towards defining recommender algorithms as social good and virtual identity as human right.
In his book, Bojic coined the term Culture Organism for society led by technology, while he argues that the greatest challenge is repression of individuals by social agents (media, governments…).
Bojic’s long-term project is establishing the Media Reality Index to quantify emotions expressed by media and citizens online. The goal is addressing inadequate representation of social reality (negative news).
Book
Bojic, L. (2022). Culture Organism or Techno-Feudalism: How Growing Addictions and Artificial Intelligence Shape Contemporary Society. Belgrade: Institute for Philosophy and Social Theory.
Selected publications
Bojic, L., Nikolic, N. & Tucakovic L. (2022). Wars of Echo Chambers: Analysis of Covid-19 Echo Chambers in Serbia. Communications: The European Journal of Communication Research, 48(2).
Bojic, L. (2021). How Media Directly Impact Society: A Psychometric Analysis of Leading Twitter News Profiles and their Followers in Serbia. In Romina Surugiu, Adriana Stefanel, Nicoleta Apostol (eds.), 30 Years of Higher Education in Journalism and Communication in Eastern Europe, Bucharest: Tritonic, pp. 483-504.
Bojic, L., Zaric M. & Zikic, S. (2021). Worrying impact of artificial intelligence and big data through the prism of recommender systems. Etnoantropološki problemi, 16(3), 935-957.
Bojic, L., Tucakovic L. & Nikolic, N. (2021). Neuromarketing unmasked: a review of current state in the field. Ekonomika preduzeća, 70(7-8).
Tucakovic, L. & Bojic, L. (2021). Computer-based personality judgments from digital footprints: theoretical considerations and practical implications in politics. Srpska politička misao, 74(4).
Nikolic, N., Bojic, L. & Jevtovic, A. (2021). What makes millennials blow the whistle? From cultural to socio-psychological perspectives on whistleblowers. Sociološki pregled, 55(4), 1674-1695.
Bojic, L., Djukanovic, D., & Nikolic, N. (2021). 5G as geopolitical power struggle: The new neutral approach of balance and safety in technology controlled world explained through a case study of Serbia. NBP. Nauka, bezbednost, policija, 26(3).
Bojic, L., Zejnulahovic, D. & Jankovic, M. (2021). Techno-feudalism illustrated by Trump’s Twitter suspension and Australia vs. Google and Facebook dispute. Sociološki pregled, 55(2), 538-561.
Pavlovic, M. & Bojic, L. (2020). Political marketing and strategies of digital illusions – examples from Venezuela and Brazil. Sociološki pregled, 54(4), 1391-1414.
Bojic, L. & Pavlovic, M. (2020). Media use and happines in Serba. Srpska politička misao, 70(4), 45-59.
Arsic, B, Bojic, L., Milentijevic, I., Spalevic, P., Rancic, D. (2018). Symbols: Software for Social Network Analysis. The Facta Universitatis, Series: Automatic Control and Robotics, 17(3):205-222.
Bojic, L. (2018). Media addicts in Serbia: problem dimensions and possible solutions. Teme, 42(2):681-693.