MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
3 The different interpretations of the same the mes
by various medias
Research questions: Are individual media different in the interpretation
and evaluation of the same themes and events? If yes, are these differences
signiicant? How are these differences relected in one media? How are
these differences relected in a mainstream and non-mainstream media?
Based on the analysis of selected media, we found out, that they are
differently and in some cases, contrarily informing about the same topics
and events. The biggest differences are those between mainstream and
alternative internet media. As an example, Ukrainian conlict, which
some media interpreted as: 1. A terrorist act of pro-Russian Ukrainians
supported by Russia. 2. As the civil war where resonate ethnic and
cultural conlicts between the eastern and western Ukraine. 3. As a
neo-fascist coup in Ukraine. 4. As a geopolitical game of USA and the EU
in order to dominate the Ukraine and weaken Russia. 5. As a ight for
democracy in Ukraine. 6. As a power ight of the Ukrainian oligarchs. It
also took place in many other topics and events in the world, that those
interpretations were similarly different and conlicting between each
other. Interpretative differences have been formed within the frame
of medium itself; however, these differences did not have an essential
character. Large majority of interpretations of the same affair were
homogenous-oriented opinions.
Findings Interpretation:
There were many factors which inluenced the results about signiicant
interpretative differences of the same affaires in different media. We
were interested in psychological, social and pedagogical factors, which
will be analyzed in the following pages. While we were judging the
interpretative differences, we mainly focused on the new affairs, such as
the conlict in Ukraine, referendum in Slovakia for enactment of marriage
between one man and one woman, etc. We have predicted that redactors
will react on the new affairs spontaneously and their interpretations will
not be inluenced by different advocacy groups such as politicians, media
owners, etc. Due to this fact, we could better identify the inluence of
psychological and other factors in media which could be veriied in the
next section of the research. The acknowledgement that within the frame
of media itself, minimal interpretative indings were created, we can
explain by affecting of psychological mechanisms of social groups. 10 Each
10 SOLÍK, M.: Media Psychology. In PETRANOVÁ, D., ČÁBYOVÁ, Ľ.
(eds.): Media relations I. Trnava : FMK UCM, 2011, p. 54.
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