Ljubisa Bojic, PhD

Research Fellow/Coordinator

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


futures studies, communication science, social psychology
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12 Oct 2022 > Published Article – “Metaverse Through the Prism of Power and Addiction: What Will Happen When the Virtual World Becomes More Attractive Than Reality?”

8 Nov 2022 > Lecture on the Data Highway for Social Scientists at the Open Society Foundations Serbia Consultation Meeting

14 Nov 2022 > Interview About the Metaverse at the Croatian Radio Television

17 Nov 2022 > DSC Europe 22 Moderator at Breakout Session “Digital Society Lab – Big Data Methods in Social Sciences”

18 Nov 2022 > DSC Europe 22 Lecture – “From Ethics to Law in the Metaverse: Recommender Systems as Common Good”

24-25 Nov 2022 > Discussant at Conference “Designed Society> AI and Freedom of Expression”

16-18 Dec 2022 > Moderator, Discussant and Chair of the Scientific Committee at EMERGE 2022: Forum on the Future of AI Driven Humanity & International Conference [Program, Book of Abstracts]

17 Dec 2022 > Author, AI-Generated Art Exhibition (N.eon Gallery)Is a Swarm of Bees Happy? Should We Create a Future for Humans or Machines? [Artworks, Catalogue]

29-30 Mar 2023 > Lecture on Extensive Use of Metaverse Technology: Impact on Identity, VR Bullying, Migration, and Ethnicity at the Meeting of COST Action CA18115

1 May – 30 Jun 2023 > Invited Visiting Research Fellow at the Institute for Human Sciences [IWM Vienna]

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 algorithms 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).

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About the book

Culture Organism labels AI recommender algorithms 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.

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

Digital Society Talks
The impact of AI to the future of societies
Milan Gospic, Microsoft
Ljubisa Bojic, IFDT
Aleksandra Drecun, Intersection

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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.


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