Televizijski narativi – pričam ti priču
Television narratives – I'll tell you a story

Summary/Abstract: Television, the dominant media outlet of the 20th century, retains its power also in the 21st century, it creates realities, systems of values and acceptable behaviors, and also offers assurances to the mass audience of “our” or “their” realities while telling stories about people, events and phenomena. In the introduction of the paper the authors provide an overview of the theoretical framework underlying the scientific study of television narratives. The first part of the article is devoted to the narrative of TV news, the elements that are used in television narrative and the argument why television news are not accurate representations of the world around us, that is, what is influencing such representations. The second part of the article refers to television ability do design values as described in the example of media-imposed imperatives of beauty, and in the case of violence as an acceptable form of behavior by media. The third and final part of the article refers to the television audience as active participants in the media content, as described in the case of children and minority social groups.

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