MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
messages. 4 In simpliied terms and with a great deal of self-awareness
and criticism, this theory, the (post)modern global society - with all its
channels for communication – observes it as a big “rhetorical machine”
for “continuation of people” and creating a “typographical” and “mass”
human being without private life, without one’s own face and identity. 5
Within these interdisciplinary theories, theories of social systems
arise which treat the media as important interactive parts that enable
these systems to function, and they constitute the constructivist
concept of media. This concept introduces a distinction between the
technical media - mostly dealing with distribution and transmission of
information – ranging from the symbolic communications media, which
have the function of standardization of a social, economic, political, and
cultural “order” and a tool for its axiological regulation, direction, and
orientation. 6
With such an extensive expansion of the concept of media and their
meaning, the research is being stimulated about the history of media and
their structure, the processes for their constant transformation, the
interference and hybridization, the ups and downs, successes, failures
and paradoxes, all located in a particular historical context. 7
3 Ambiguous ontological status of the media
Esse est percipi
(To be is to be perceived)
(George Berkeley)
4 See also: HABERMAS, J.: Theorie des kommunikativen Handelns. Frankfurt/
Main : Suhrkamp, 1990; ZINOVIEV, A.: Zapad: Fenomen zapadnjaštva.
Beograd : Naš Dom, 2002.
5 Compare: McLUHAN, M.: Gutenbergova galaksija. Beograd : Nolit, 1973;
ANDONOVSKI, V.: Медиологија, in ЌУЛАФКОВА, К. (ed.) Поимник на
книжевната теорија. Скопје : Македонска Академија на Науките и
Уметностите (МАНУ), 2007; VIRILIO, P.: Cybermonde, la politique du pire.
Paris : Ếdition Textuel, 1996.
6 LUHMANN, N.: Die Gesellschaft der Gesellschaft. Frankfurt/Main : Suhrkamp,
1997.
7 CHOMSKY, N.: Mediji, propaganda i sistem. Zagreb : Društvo za promicanje
književnosti na novim medijima, 2002.
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