Promicanje društvenih vrijednosti uz primjenu medijske etike
PROMOTION OF SOCIAL VALUES BY EXERSICING MEDIA ETHICS

Summary/Abstract: Social perception and the understanding of the role and significance of the media and journalist in the society, as well as the media’s and journalists’ attitude toward the society and vice versa, can be examined and interpreted from almost every aspect of the social sphere. To examine this cause-and-effect relationship means to confirm that the society, together with all its fluctuations, affects the evolution and development of the media. It also means that the media affect and shape the society, social values, and the understanding of such values, depending on different factors and historical context. The impact of the media has always held a significant position in the society, especially in today’s information society, whose distinguishing trait is that of omnipresence. Therefore, the question arises: is it possible to detach oneself from the media and the values they promote and survive in a world like that? The omnipresence of the media should imply the omnipresence of ethics, objectivity and journalist accountability as well, and promoting social values for the purposes of general well-being of the society is an integral part of being a journalist. Naturally, various factors, situations, and communication needs can bolster or marginalize different types of values, which can then immediately affect the public’s understanding and perception of such values and information.

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