Медијска производња значења: критика једног редукционистичког поимања релације медији – порука – јавност
Media Production of Meaning: A Critique of a Reductionistic Notion of Relationship Media-Message-Publicity

Summary/Abstract: In this paper the authors tried to investigate media mediation of social/political reality relationships and processes of public/public opinion constitution, starting from the fundamental importance of publicity for a functioning of democracy and normative assumptions related to this functioning. On the one side, an investigation of the relationship was undertaken with the aim to indicate a sheer complexity of the mediation phenomenon and, on the other side, to point out to the specific kind of influence that this phenomenon has over the process of public opinion creation concerning some issues of general importance. The purpose of the undertaken investigation consisted in an attempt to reveal a specific simplification embodied in an aprioristically built thesis of media manipulation which transforms media public into an agglomerate, that is, to offer theoretical evidence that media public cannot be univocally reduced to the manipulations subjected agglomerate. A special focus of argumentation was directed toward theoretical settings of Vincent Price who, in his investigation, connected consideration of individual cognition within context of social group and process of social structuring of media public into publicity, by the mediation of societal communication, that is, through following media debates on the issues of general importance. Observations of a complexity of the process of media mediation of social reality – particularly media production of meaning as well as contemporary media conditions – seen as important factors of media mediation, were the functions of the thesis argumentation that reduction of media public into mere agglomerate is unacceptable.

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