MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
complies with this information? If you come to the conclusion that it can
satisfy only the weakest ones, start dealing with it. Inevitably, there is not
a game of interests. Freedom of thought is now harder than ever in the
history. Nevertheless, it is possible.” 1
In the context with the issue of this topic it is necessary to be aware of
the fact that media have the ability to inluence attitudes and opinions of
the public, to construct and to change social reality. The impact of mainly
electronic mass media on humans is sometimes overestimated, however
even more often underestimated. Surely, the media are present in the
lives of majority of people; thus have important stakes in socialization
of individuals. In the process of social learning people obtain ikols
from mass media, adopt attitudes, values; gradually accept new ways
of behaving. Their stake in relaying models of behaviours, idols, social
norms etc. has been documented. Media have a signiicant impact on the
public opinion. They are the driving force that can activate the masses.
One of the main tasks, which we need to deal with in a proper way –
also from the viewpoint of new trends in media – is the relationship
between media and society – a society that is overwhelmed by amount
of information – the information society. There persists the trend of
globalization of information lows – media, telecommunications. The
global dissemination of information-communication technologies and
related impact of the media have become one of the main factors of
gradual uniication of the life-style and recognized cultural and civilization
values as such. Current mass culture cherished in economically most
powerful countries has acquired a stamp of modernity and global
standard appealing to the young and middle-aged generations thanks
to its capital-dominant position in the entertainment industry with the
possibility to be spread over the electronic media.
Constant growth of economic enterprising and development of new
megatrends in the area of entertainment industry and media is increasing,
while caused mainly by globalization of media and their transition into
digital formats. Successful solution of this topic requires especially
understanding these megatrends and media, which consequently
demands scientiic discourse on this topic by professionals. It is necessary
to help people to orientate in the media environment and to be able not
1 BLAHA Ľ. : Médiá nechcú, aby sme premýšľali. [online]. [2015-04-20].
Available at: .
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