Budovanie mediálneho priemyslu a podpora hodnotovo orientovanej spoločnosti v globalizácii: od chichotského výberu k pragmatickým výhodám EU občanov
Building Medias Industry while Promoting a Community of Values in the Globalization: from Quixotic Choices to Pragmatic Boon for EU Citizens

Summary/Abstract: The citizenship as a socio-legal issue will be addressed regarding the capacity of the international system to identify the values of the citizens within their community. The crucial issue becomes to localize global problems in order to make these more palatable to people, and to possibly reinforce any sentiment of belonging. At the same time, the construction of a “Europeanised level” in the realm of European Media Services industry in the globalisation is subject to regional changes and technological disrupting logistics relating to citizenship. The solution of globalising local problems as theories (glocal) becomes quite old-fashioned, and above all a social contract based on structures definitely remedies democratic deficit in pushy and quixotic ways. Its implementation has remained patchy in many respects, and needs to be adjusted and strengthened. In that respect, the notion of “cultural diversity” - widely promoted by the European Union as a common good - may be useful to formulate public policies relevant to developing creative industry as well as promoting EU people values. Citizenship should adhere to both the economic vision of global public goods and the ethical vision of the common good. Nonetheless, the wizard institutional machinery willing to promote a “knowledge economy” in a globalised information society may remain only wishful-thinking if media literacy is not utilised as a boon in a modern public sphere.

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