Ljubisa Bojic, PhD

Senior Research Fellow/Coordinator

University of Belgrade
Institute for Philosophy and Social Theory
Digital Society Lab

futures studies, communication science, social psychology
CV Bio Email Institute Lab Emerge Pledge LinkedIn

News / Upcoming

2-7 July 2023
Member of the AI Working Group at the Digital Humanism Leadership Summit on AI & Democratic Sustainability organized by the Hannah Arendt Humanities Network, Bard College, New York, USA—Vienna, Austria.
Link >

29 June 2023 at 11:00
Moderator of a panel discussion “AI Accountability: From ChatGPT to the EU AI Act” with Deniz Wagner (moderator), Dubravko Culibrk, Bardhyl Jashari, and Julia Haas at Balkan Investigative Reporting Network (BIRN) Internet Freedom Meet (BIRN IFM)—Belgrade, Serbia.
Link >

29 June 2023 at 10:30
Plenary lecture on “AI Ethics and Regulatory Measures: Current Attempts at Achieving the Responsible Use of AI” at the Balkan Investigative Reporting Network (BIRN) Internet Freedom Meet (BIRN IFM) —Belgrade, Serbia.
Link >

26-28 June 2023
Participant at the COST Action 21129 meeting ITC 2023 at the Charles University—Prague, Czech Republic.
Link >

9 June 2023
Moderator of a lecture by Andreas Kaminski – Human-machine Interaction in the Context of AI, as part of The Future of AI: Social and Cultural Aspects online lecture series by the Digital Society Lab—Belgrade, Serbia.
Link >

5 June 2023
Public lecture on The Impact of ChatGPT, Metaverse, and Social Media: Should Large Language Models and Recommender Systems be a Public Good, Department of Communication, University of Vienna —Vienna, Austria.
Link >

30 May 2023
Invited lecture on Declaring Language Models and Recommender Systems a Public Good: A Way Forward for Humanity, Institute for Advanced Studies Vienna —Vienna, Austria.
Link >

24 May 2023
Invited lecture on Navigating the Artificial Intelligence Revolution: Prospects, Perils, and AGI as Public Good, Department of Network and Data Science, Central European University—Vienna, Austria.
Link >

09 May 2023
Cited by the French magazine Chroniques d’architecture in a text: “Against the metaverse, architects united against closed immersive spaces”.
Read now >

8 May 2023
In a live broadcast from Vienna, Bojic spoke to Manja Grcic of K1 TV. He emphasized the importance of labeling recommender systems as high-risk AI in the upcoming EU AI Act.
Watch now >

1 May 2023
Member of a COST Action Network CA21129 – What are Opinions? Integrating Theory and Methods for Automatically Analyzing Opinionated Communication (OPINION)
Link >

1 May – 30 Jun 2023
Fellow at the Institute for Human Sciences invited as a distinguished guest by the Collegium of IWM—Vienna, Austria.
Link >

Read More

Featured article

Metaverse through the prism of power and addiction: what will happen when the virtual world becomes more attractive than reality?

Read now >

Guiding Thoughts

Bojic’s early inquiries detect light and mild addictions, which he considers as important in shaping contemporary society. Bojic focuses on AI powered recommender algorithms, as more effective than mass media in provoking addictions and social polarizations. That’s why recommender systems are labeled as the most impactful social force and means by which AI affects more than half of the world population.

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).

See all videos >
Read Bio >

About the book

Culture Organism labels AI recommender systems as the most influential social force at present, that should be declared public good. The tech driven society is introduced as the Culture Organism, while the most significant social challenge is repression of the individual by the corrupt social agents. Analysis of light and mild addictions is presented, which is put into a wider context, identifying the outcomes as social polarizations, appearance of echo chambers, spread of misinformation, rise of populist leaders and decreased democratic capacity. Nature of media is examined in the context of addiction intensity to conclude that new media, such as smartphones, are more addictive than the older media, because they have more reality mimicking features. AI recommender algorithms have a similar role as the mass media. The difference is that the algorithms, which are used by social networking sites and various online apps, are more successful in prolonging time online users spend in front of their screens.

Download | Cite as ▼

Bojic, L. (2022). Culture Organism or Techno-Feudalism: How Growing Addictions and Artificial Intelligence Shape Contemporary Society. Belgrade: Institute for Philosophy and Social Theory.

EMERGE 2022: Digital Society Now |
Human Rights and Democracy in the Digital Sphere
Michal Kosinski, Susan Perry, Ljubisa Bojic, Grant Baker and Cedomir Markov

See all videos >

Selected publications

Bojic, L. (2022). Metaverse through the prism of power and addiction: what will happen when the virtual world becomes more attractive than reality? European Journal of Futures Research.

Bojic, L., Bulatovic, A., & Zikic, S. (2022). The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force. Issues in Ethnology and Anthropology.

Bojic, L. (2022). Culture Organism or Techno-Feudalism: How Growing Addictions and Artificial Intelligence Shape Contemporary Society. Belgrade: Institute for Philosophy and Social Theory.

Bojic, L., Nikolic, N. & Tucakovic L. (2022). State vs. anti-vaxxers: Analysis of Covid-19 echo chambers in Serbia. Communications.

Tucaković, L., Bojić, L., & Nikolić, N. (2022). The Battle between Light and Dark Side of Personality: How Light and Dark Personality Traits Predict Mating Strategies in the Online Context. Interpersona: An International Journal on Personal Relationships.

Nikolic, N., Bojic, L. & Tucakovic, L. (2022). Brain-machine interface: new challenge for humanity. Philosophy & Society, 23(2), 283-296.

Bojic, L. (2022). Recommender algorithms as a source of power in contemporary society. Social Science Review, 56(3), 1032-1055.

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. Issues in Ethnology and Anthropology, 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. Serbian Political Thought, 74(4).

Nikolic, N., Bojic, L. & Jevtovic, A. (2021). What makes millennials blow the whistle? From cultural to socio-psychological perspectives on whistleblowers. Social Science Review, 55(4), 1674-1695.

See all publications >