MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
Chart 1 Semantic differential scales results
Source: Author
Examining the depth of the news coverage, the Internet was perceived
as relatively shallow, followed by television and newspapers. The most
active media was television, but it was also rated somewhat subjective
together with newspapers. Surprisingly, the Internet has shown the
highest objectivity in comparison to the other media, as well as the highest
independence. Television was seen the most unfair medium whilst
newspapers can be described as quite fair. The strongest presentation
have both TV and newspapers. People ind newspapers more believable
than television and also had the most intelligent content compared to
the other types of media. All three types of media have neutral level of
believability. The most intelligent medium were the newspapers, they
also had the highest score in credibility. The credibility of the Internet
and television is moderate to low. The most interesting medium is
television, newspaper and the Internet scored neutral. All three types
of media showed rather neutral to low level of trustworthiness and
professionalism.
The results of the study revealed general moderate credibility of all
the media but newspapers have shown the highest overall credibility,
followed by the Internet and television, respectively. When examining
statistically signiicant difference in the independence of media, we
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