Nemedijsko zasnivanje kulture
Setting up media culture on non media grounds

Summary/Abstract: Since many researches of the new media content have shown that there are much more readers’ posts than news stories, journalism ethics cannot be the starting point of the new media ethics because most communicators in new media are not journalists but receivers of messages who, when they want, become senders of messages. Journalists and ethics of news stories are not the biggest ethical issue in the new media but the readerscommunicators who have neither learned the ethics of journalism nor do they have any interest in learning it. Thus, it is necessary to raise the general level of media culture of all communicators, what could be possible if media culture, which is based on home upbringing, school, religious and human rights education, social morality, customs and general ethics, is set up on non media grounds.

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