Supermoć i strategije medija: kako pričamo bajke danas?
Superpower and Strategy of Media: How do We Tell Fairytales Nowdays?

Summary/Abstract: In order to understand the contemporary media production, and consequently the cinema and TV exploitation of audio-visual media material, this paper addresses the issue of reinterpretation of classical fairy tales, as well as the need to “supernatural” becomes a subject of interest of the media audience. Taking into account the fact that contact with “the beyond” has always been part of human communication context, we assume that “the other worlds” always find their way to the audiences and users, regardless of the medium that distributes story. However, the main question here is what is the main function of a fairy tale (or a reinterpretation) and whether its function, in the era of globalization, has capitalist character? In this sense, the work is not critically oriented towards the media audience nor to the individual producers, but to the industry which they are, paradoxically, a part of.

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