MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
of different channels over and over again. Differentiation acts only for
effect, so that the audience believe that they can have a choice.
Conclusion
What trends can be expected in media in the near future, surely under
assumption that there will continue recovery of economy what should be
directly seen also on the media market? Increasingly more print media
will be published only in digital forms. People will get used to tablets and
smart phones – using them they will read books, newspapers, but also
watch TV programmes. There will be a signiicant move of expenses from
more expensive traditional media to cheaper digital platforms. In them
advertisers and advertising agencies will seek to establish themselves. In
implementation of new trends in the media – and this is also a task for
us – it will be necessary to work out new methods of media evaluation,
new indicators of return rate of investments into media in compliance
with the requirements of economy of media. 5
We are witnesses of situations that media many times provide information
partially „falsiied“ in order to address the biggest possible number of
their potential clients. Every day, if we are aware of it or not, we face
a situation when media with a small „slight adjustment„ have an impact
on their sales, of course for their own sake. To be good at the logic of the
media world should belong to elementary erudition of a human being
living in the 21st century. It is necessary to select objective information
from biased information that is offered to us by many media. People
who only passively accept information are easy „meats“ for the media,
they are easily inluenceable. Information falsiication often provided by
media frequently involves – which is sad – news covering areas affected
by armed conlicts. The recipient of information learns how many enemy
soldiers were eliminated, what economic and political progresses have
been reached in the country stricken by an armed conlict, how many
„good“ soldiers on the side of the Alliance died; however we receive very
little and very rarely on the suffering of ordinary civil population, which
is daily exposed to the horror of the war. In the ield of inance or politics
5 LIPTÁK, R.: Analýza mediálneho trhu v Slovenskej republike (júl - august
2014).[online]. [2015-04-17].
Available at: .
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