Hajrudin Hromadzic is Assistant Professor in Sociology and Media Studies at University of Rijeka (Croatia). He holds a PhD in Anthropology of Everyday Life and Media Studies (awarded at ISH – Institutum Studiorum Humanitatis, Graduate School of Humanities, Ljubljana, 2004). Publications include Media Construction of Social Reality, Social and Ideological Implications of Media Production of Media Spectacle (Zagreb: AGM, 2014) and Consumerism. Need, Life Style, Ideology, (Zagreb: Jesenski and Turk, 2008), as well as numerous articles. Hromadzic has presented his work at international conferences, seminars, summer schools, and in visiting lectures in Bosnia and Herzegovina, Bulgaria, Croatia, Estonia, Hungary, Italy, Kosovo, Macedonia, Norway, Portugal, Romania, Russia, Serbia, Slovenia, and the US. Fields of his academic interests are Cultural Studies, Media Studies, Critical Theory, Theoretical Sociology, and Cultural Anthropology.