Teorija medija kao naučna disciplina: predmet i ciljevi
Media Theory As A Scientific Discipline: Its Subject And Objectives

Summary/Abstract: Media theory could be defined as a systematic consideration of mass media and specific media reality. Since it focuses its attention to reflection of media and the ways of their use, the media theory could be understood as a general theory, focused on information and artistic media alike. It scrutinizes all the issues relevant for understanding of media as such, their mutual relationship, access to their use, and relation of media to a specific reality they create. The focal point of the media theory is the analysis of general characteristics of media text, and various relations such a text implies. It further considers issues related to objectives, methods and needs for interpretation of media, specific media reality, media textes, media genres, as well as the accomplished representation of particular relations and phenomena of empirical reality. The objective of media theory is understanding of media and media reality as such and in all its aspects. The theory endeavours to reveal, describe and interpret general characteristics of mass media and media reality, both as products of a specific creative activity, and as representation of empirical reality and relations within it. The media theory develops as a critical analysis of different theoretical approaches oriented to understanding of mass media and media reality. As a discipline it is ethically founded, bereft of any ideological influences, with the research submitted to universal human interests.

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