On Friday, March 13, an inaugural lecture by Dr. Marija Zelić titled “Platform Capitalism and the Transformation of Media Systems” was held in the Šibenik Hall at the Faculty of Croatian Studies, University of Zagreb. The lecture was delivered as part of the procedure for appointment to the position of Assistant Professor (Docent) in the field of social sciences, specifically sociology. The event attracted significant interest from both students and faculty members.

The lecture was held within the course Sociology of Croatian Society 4 – Analysis of Media Systems, taught in the third year of the undergraduate sociology programme. The topic of platform capitalism and the transformation of media systems closely aligned with the course content and thematic focus.

The presentation examined the transformation of contemporary media systems in the context of the development of digital platforms and platform capitalism. Particular emphasis was placed on the platformization of media structures, the role of algorithms in information distribution, and changes in the functioning of the public sphere and journalism. It was highlighted that digital platforms today act as new “gatekeepers” of information, significantly influencing the visibility of media content, the shaping of public discourse, and the attention economy in the digital environment.

The lecture also presented findings from international research on changes in news consumption and the growing influence of digital platforms and social networks in informing audiences, including insights related to the Croatian context.

Students showed great interest in the topic and actively participated in the discussion by asking questions and contributing to the debate. Their engagement reflected the relevance of the subject, which addresses the intersection of sociology, media, and the digital transformation of society.

In addition to students, the lecture was attended by faculty members from the Department of Sociology at the Faculty of Croatian Studies, who came to support their colleague. The event was also attended by the Vice Deans of the Faculty: Assoc. Prof. Vanja Kopilaš, PhD, Vice Dean for Teaching and Students, and Assoc. Prof. Antonia Ordulj, PhD, Vice Dean for International Cooperation.

The inaugural lecture was delivered before an expert evaluation committee composed of Assoc. Prof. Marica Marinović Golubić, PhD (Chair), Prof. Irena Cajner Mraović, PhD (member), both from the Department of Sociology at the Faculty of Croatian Studies, and Prof. Nikša Dubreta, PhD, from the Faculty of Mechanical Engineering and Naval Architecture, University of Zagreb, who also serves as an external associate of the Department of Sociology at the Faculty of Croatian Studies.