Mediji u suvremenom društvu
The influence of the media on modern society

Summary/Abstract: The media in modern globalised society play a basic role by participating daily in people’s lives, influencing social phenomena and processes, as well as the state, society and the individual. The media are also the main drivers within transitional societies. The relationship between the media and the society is an extremely complex one. The fact that the most important interest, political and financial groups are trying to influence and control key media outlets is enough to understand the significance and the impact of modern media. Often called the fourth estate, the media, through their real power, determine social relationships, shape identities and model life styles and values. The key question is what role do the media play today, in what way are they participating in and influencing social changes and processes, and to what extent and how strongly do they influence the state, the society and the individual.

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