MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
NEW TRENDS IN THE MEDIA OR NEW PROBLEMS
Jozef Matúš
ABSTRACT:
The author addresses the hot topic of media and new trends in them. Points out
the need to address the issue of the relationship between media and society,
because the media have a great ability to inluence the attitudes and opinions
of the public and thereby construct and transform social reality. The increase
commercialization of the media, business and the development of new megatrends
in the entertainment industry increases and is mainly due to the globalization of
the media and their transition to digital formats. The successful solution of this
problem requires a particular understanding of this megatrend and the media,
which in turn needs a scientiic discourse on this subject in professional circles.
The author discusses the issue of media institutions that provide a fundamental
business entity in the media market on the one hand a social institution that
fulills a social role and on the other, to producer organizations that focus on
products that fulill social as well as the owner‘s media. It often achieved by
diversifying its product offerings by target audience by.
KEY WORDS:
media, impact of globalization, commercialization, diversiication, digitization,
concentration of ownership
1 Introduction
„Whoever controls the media controls the mind.”
Jim Morrison
„The truth is down in the street, everywhere where there are no polished
shop-windows, where there is no money and no commercial interests. You
can ind it in the books not published by any corporate, not supported by
any regime civic associations, not cited by established intellectuals. You can
ind it on the Internet, on the pages where ads would not be drawing close
to your eyes every two minutes. You can ind it in the marches for social
rights, for environmental protection, wherever it is claimed that another
world is possible. Surely, you cannot ind it in the mainstream media. To
expect from the media to tell you the truth is the same nonsense as to
expect from a bank clerk to tell you something objective of fair tax system
settings. Simply, it is necessary to use common sense and always ask: who
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