MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
has been set by the government. Such certainty then prevents from
media interfering with the policy-making. If the government (oficials,
politicians or other representatives) apparently lacks the policy certainty,
then they are facing to evidently framed media coverage.
In this context, another media expert should be mentioned. Livingston
in his study called Clarifying the CNN effect: An examination of media
effects according to type of military intervention (1997) has processed
his approach of types of media effect on politics coming out of hypothesis
that the type of effect which the media have on the policy- makers
is directly connected to the types of the foreign policy arguing that
“different foreign policy objectives will present different types and levels
of sensitivity to different types of media.” 31 Therefore, there different
types of the CNN effect (i.e. effects which may be given by the media
to politics), media as policy- agenda-setting agent or as media playing
role of an accelerant or media as an impediment to the achievement of
the wished policy goals, can be identiied. 32 Media as an accelerant was
already mentioned as speeding up the whole process of decision making
as the real-time for taking decision is shortened by media and thus, many
times, causing that if the decision must be taken in the shortened time,
the strategy might not be satisfactory and tends to miss the aimed goal.
Therefore, it is suggested that policy-makers are many times pushed to
take some decisions as media disable or even prevent them to keep all
the stages relevant for thorough decision-making.
Conclusion
And in this context CNN is used as an example of how the mass media
with a well set strategy may (and do) inluence the elected politicians
and formal institutions in their decisions, not a decision-making process
as a set of rules. The paper is to think about the changed role of media
31 LIVINGSTON, S.: Clarifying the CNN effect: An examination of media effects
according to type of military intervention. Cambridge : Harvard University
Press, 1997. [online]. [2015-03-25]. Available at: ,
p. 1.
32 LIVINGSTON, S.: Clarifying the CNN effect: An examination of media effects
according to type of military intervention. Cambridge : Harvard University
Press, 1997. [online]. [2015-03-25]. Available at: ,
p. 2.
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