![]() He was educated at the University of Manitoba, where he studied English philology, geology, history, Latin, astronomy, economics and psychology. Herbert Marshall McLuhan was born on Jin Edmonton, Canada. Many still perceive this intellectual from Canada as a ‘guru’ of modern communication technologies. Introduction: visionary and intellectual Marshall McLuhan is one of the most important and certainly the loudest modern thinkers, his views have had a huge impact on the formation of ideas about the media and their impact on the development of man and civilization. The Internet and social networks have confirmed Marshall’s postulate that communication technologies enable people to become increasingly involved in one another’s lives. The concept of ‘global village’ in the modern information world has not only retained its relevance - it describes the laws of the functioning of the digital society in the best possible way. It is concluded that, despite the abundant criticism regarding the naivety and “unscientific” nature of his approach, the lack of empirical evidence for the theory he put forward, his passion for technology, as well as his belief in the decisive role of the media in the development of culture and society, McLuhan’s ideas still inspire researchers. The authors of this article attempt to analyze the contribution of McLuhan, as a communication expert and influential technodeterminist, to understanding the media of the 21st century. McLuhan’s work is regarded as an important conceptual contribution to media theory, and his term ‘global village’ is widely used by students and scholars, practitioners and theorists in the field of communication. His ideas that technology can influence and shape society have been widely discussed up to this day. As for McLuhan’s fame, it stretched over decades. Andy Warhol famously said that in the future everyone will be famous for fifteen minutes. Paper Type: Research study.Herbert Marshall McLuhan (1911-1980) was a Canadian philosopher, philologist, literary scholar and media expert. Keywords: Building safe relationships, communication, stakeholders, social media, high technology services sector. Originality/value: There are many articles about communication between enterprise and its shareholders but there is a lack of a publication fully devoted to the issue of building safe relations between them, especially pointing out the use of social media. The most important element is the diversification of communication channels to reach each stakeholder group. Practical Implications: Enterprises try to use many types of methods to create safe relationships with their stakeholders. The changes taking place in the market have had changed the role of social media in the communication process, but still traditional methods are important in the functioning of enterprises. Findings: The considerations contained in the article are the part of a broader research on the role of communication-traditional and more advanced methods in building relations between an enterprise and its stakeholders. Generalization and inference were used to formulate conclusions. The data obtained from the survey questionnaire was compared with the recommendations in the field of communication with stakeholders. Moreover, abstraction was used to select the necessary elements for the analysis. ![]() In addition to the empirical method, the study also used theoretical research methods, such as the analytical-synthetic method, which was used to perform the critical analysis of the literature on the subject. ![]() More specifically, the CATI method was used to obtain the data, which made it possible to find out the opinions of the respondents via a telephone conversation. The data for analysis were obtained using the diagnostic survey method using the questionnaire technique. Design/Methodology/Approach: Both quantitative and qualitative research methods were used. Abstract : Purpose: The aim of the article is to present the role of communication in the process of building safe and ethical relationships using various traditional and more modern methods, i.e., the use of social media. ![]()
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