MEGATRENDS AND MEDIA

TRANSFORMATION OF THE MEDIA GARDEN
relations that are often antagonist, between the system of media and the
economy of media. It is necessary then to ind an answer to the question
of what the characteristics of the current modern economy are. It can be
said that the modern economy is based on factors inluencing the activity
of media. On the other hand media and their activities play a key role in
the process of developing and growing a knowledge society as well as
in implementing information technology and digitalisation that enable
a fast exchange of information necessary for rational decision making in
every ield of social life.
Lately the media has been globalised not only in a way when global
international institutions enter larger numbers of original national
markets but what speciic agendas are introduced as well. In the ield
of news casting it often happens that an international item of news
becomes only the one that is of greatest interest of global international
media corporations – media giants. The national media that do not
have equal opportunities at their disposal although they are in various
places in the form “here and now”, have been following the agenda set
up by huge international global media corporations. The situation can
be partially reasoned by the fact that national and regional media are
not able to compete with international organizations in the ield of
broadcasting international news and an opposite activity is done –
news of national, regional or local origin are broadcast instead.. Such
a situation is paradoxical and is a result of globalization. On one hand,
news have become globalised, the media are able to be in diverse corners
world-wide, yet on the other hand we witness the process when the
media becomes “provincial”, the media follows a pattern deviating from
the common way of broadcasting international news to that where only
national news are broadcast.
From an economic point of view the process of globalisation of the
media unveils the threat of the concentration of proprietors´ rights
and hegemony. The progress in developing communication technology
overcomes the boundary, or traditional barriers, between communication
mediums. Therefore the links between media, the relation between
radio and television is closer due to the progress in the Internet and the
existence of the Internet journalists who can work for all three media
mediums at the same time. As such communication technology has a
powerful impact on human perception and attitudes so powerful that it
can regulate, control and is more and more inluential and persuasive. The
information production and an easy access to information have played a
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