The Role of Capital in Creation of World Media Image
The Role of Capital in Creation of World Media Image

Summary/Abstract: The focus of this document will be on the influence the spectacle-oriented content in media has on the program, and on the program orientation and program outline. The question arises as to how big is the the share of spectacularism in the electronic or printed media. The author’s intention is to perceive the scale of the presence of spectacularism in program orientation in media houses through market analysis of investments in marketing made by large corporations. The idea is to keep the record of the spectacle-oriented program and its long-term broadcasting frequency through ratings. Aware of the fact that the broad picture of media orientation towards the spectacle can be grasped comprehensively only through a complete insight into the presentation of all media (electronic and printed), the paper will concentrate around comparing results from a geographical and age structure of consumers of the media content. Research carried out by agencies irrefutably show the steep vertical growth of spectacle-oriented media content. Technicism in culture fabricates quasi cultural goods and transforms them into an effective instrument of power that dominates entertainment sector which replaced its basic postulates: meaningfulness and informativity. The aim of the document is to show that the wide spread of imported content from the West, such as reality shows, game shows without a point, and undifferentiated program outlines which all pander to poor taste of consumers, is inversely proportional to its absurdity by showing high ratings and thus dominates the media sky.

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