Author: Ana Aleksić
“Modern lobbying is a complex system in which the interests of economic, political, and social actors intertwine. Key stakeholders – corporations, lobbying agencies, non-governmental organizations, the media, and state officials – together shape the environment in which decisions of public importance are made. Understanding their roles and mutual relationships is of crucial importance for the development of a transparent and responsible society.”
This was the conclusion of the inaugural lecture delivered by Dr. Milan Dojčinović, titled “Key Actors of Modern Lobbying,” held at the Faculty of Philosophy, University of Niš, on Friday, November 7, 2025.
The lecture took place in Room 434, on the fourth floor of the Faculty building, before a committee composed of the following professors: Assistant Professor Dr. Neven Obradović (Chair of the Committee), Associate Professor Dr. Marija Vujović (Committee Member), and Full Professor Dr. Tatjana Vulić (Committee Member). The event was attended by students and guests, among whom were double Ph.D. holder and founder of the science of lobbying, Nenad Vasić, Secretary of the “Serbian Lobbyists’ Association,” endocrinology specialist Dr. Radivoj Kocić, and President of the Association “Lobbying for the Public Interest,” M.Sc. Ana Aleksić.
Guests and participant of the inaugural lecture at the Faculty of Philosophy in Niš (from left to right): Dr. Dr. Nenad A. Vasić, Ana Aleksić, Dr. Milan Dojčinović
By delivering his inaugural lecture on the assigned topic, Dr. Dojčinović presented a linguistic clarification, the history, theory, and the most recent facts concerning the current topic of lobbying – its role, mechanisms, and actors in today’s democratic societies of the modern world, with a special focus on the Republic of Serbia.
Dr. Dojčinović emphasized that lobbying is not merely an activity of various elites, but also the subject of research of a new science – Lobbistology, a discipline that studies the theory and practice of various forms of lobbying. He supported this claim with two arguments: Lobbistology has its own specific subject of study and its own unique research method that no other science possesses. He also noted that Lobbistology entered the world of science as an independent and autonomous discipline in 2017, when the first book on the subject, titled Introduction to Lobbistology by Nenad A. Vasić, was published – the first of its kind in the world.
Slide from the presentation by Dr. Milan Dojčinović
Speaking about Lobbistology as a new scientific discipline that studies lobbying, Dr. Dojčinović pointed out that lobbying is an extremely complex process in which interests, law, and ethics intertwine with public action – areas that require understanding, knowledge, and responsibility.
Precisely because of the complexity of the subject matter, from the standpoint of Lobbistology, lobbying deserves to be introduced at universities first as a course on lobbying and influencing, and later through a dedicated Department of Lobbistology, with a group of related scientific disciplines and academic programs. Therefore, Lobbistology, which includes two important industries – lobbying and influencing – should receive greater attention from the academic community, as it provides essential knowledge and skills that connect theory and practice in the interest of the public good, humanity, and the global community.
By defining the greatest power as knowledge combined with influence, Dr. Dojčinović opened a new chapter in thinking about innovative education – and with good reason.
Discussing the structure and dynamics of lobbying, its actors and achievements in practice, Dr. Dojčinović raised the question of how modern academic programs can respond to changes in society and the labor market. His inaugural lecture demonstrated that understanding decision-making processes, public policies, and communication strategies is today essential for all those who wish to participate actively in social life – not only politicians, but also students, researchers, and citizens, and particularly lobbyists and influencers.
It will certainly be recorded in history that Dr. Milan Dojčinović from Niš delivered the first inaugural lecture in the world from the standpoint of Lobbistology. In doing so, he wrote not only his personal but also scientific history, expanding and presenting this new discipline while making a significant contribution through his treatment of the assigned topic in the best possible way.
Through the scientific study of lobbying, not only is cooperation between academia and civil society strengthened, but a path is shown toward high-quality university and faculty education for the future we want.
Let us move in that direction – without hesitation.