MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
connection of media and politics in all the aspects of their symbiosis
bring the approaches on role of media on decision-making process, on the
politics at all. All of them are common in position of the changing media
worldwide. The recent development, i.e. concerning the international
political broadcasting since Gulf War and irst “live war”, has proved that
media dispose with a great power over the public and they gradually
became one of the instruments of political socialisation of people, i.e.
giving them exemplary situations with exemplary reactions and effects.
Spread of TV 24/7 broadcasting, started by CNN, gradually changed not
only media but also their recipients, i.e. public and politicians. New terms
started to be used as medial imperialism, framing or even embedded
journalists (journalism) and immersive journalism connected mainly
with war reporting. 3 As given by Tuosto at the very introduction of the
analysis on media “…..the use of embedded reporters has also led to an
unprecedented media-military collaboration. A collaborative effort by
both the government and the so-called “free press” allows for a pro-war
propaganda machine disguised as an objective eyewitness account of
the war effort in Iraq. The problems exposed in this article have greater
implications for the media and government relationship at large and
open doors for further research and exploration of war correspondence
in general.“ 4
2 Role of media in crisis?
It is clear that war in Vietnam altogether with the Gulf war pushed
the media and their role to a new age because making media coverage
really public and mass altogether with growing great size of risk in
media ownership opening the room for “abusing” the public providing
the selected and purposeful information. Although the mass media is
generally considered to be print media, television, radio, recently there
3 See more: Embedded Journalism: A Distorted View Of War. [online]. [2015-
09-24]. Available at: .
See also: IGNATIUS, D.: The Dangers Of Embedded Journalism, In War And
Politics. [2010-05-02]. Available at: .
And other
studies and analyses.
4 TUOSTO, K.: The „Grunt Truth“ of Embedded Journalism: The New Media/
Military Relationship. Standford : Stanford Journal of International
Relations, 2008, p. 20.
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