MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
the famous study of Western liberal democracies 5 , not only free elections
make democracy. This should be accomplished also with freedom
of speech, rule of law (which may be considered as one of the most
critical and sensitive moments) altogether with civilian control over the
decision-making processes and effects as well as with free and criticising
opposition to make the society called liberal democracy. These principles
on which the modern societies are laid on (putting stress mostly on rule
of law and human rights) are mirrored also in principles laid down in
international law, expressed in various and numerous documents,
conventions and agreements mostly based on the UN Charter.
As aforementioned, the last century (mainly its last decades) made
world closer and more institutionalised and formalised due to spread
and development of principles and norms set out by the international
law and domestic political rules, inluencing each other in all the
spheres. Society moved forward and developed into the highest level
of any known stage of societal life in the human history where nearly
all (or even all) spheres of human and social life are covered and
protected (or regulated) by norms and standards with the only aim –
to protect and develop human society under principles of humanity and
development into the world welfare. Due to globalisation, as mentioned
(however dificult to exactly say when it started and when is the end), the
development of technical means used by media to spread information
was fastened and moved forward and paradoxically it caused also shifts
(even changes or deviations) in the understanding of the role of media at
all. This process was (and still has been) reciprocal as globalisation was
fastened and enhanced by media and media were made stronger by the
effects of globalisation. It both made the strongs stronger. Unfortunately,
as proved by latest developments in political broadcasting (not only),
media gradually declined in its very elementary principle – investigation
for truth. As in my opinion, in any democratic society the ethical function
of the media is to precisely and regularly adjust the mirror to the elected
representatives to make the legal and legalised ways of changing political
elites in the country (even the world), i.e. elections based on campaigns
rooted in debates and programs even possible preventing them to
become automatic, boring and even useless. This shows that media are
expected to provide a fair view in the given time and space with the
provision of alternative (eventual) solutions since validity of the premise
that a critical approach is not based only on criticism, but mainly on the
5 BLONDEL, M., CURTIS, K.: Western European Government And Politics. New
York : Longman, 1997, p. 12.
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