ИДЕНТИТЕТОТ И МЕДИУМИТЕ: ТЕОРЕТСКИ АСПЕКТ
The Identity and the Media: Theoretical Aspect

Summary/Abstract: Identity is an umbrella term – a term which in different contexts and discourses gets a different sense. The motive of making this work is the desire, based on the (theoretical) determination (identification) of the terms identity and media, to determine their mutual/reciprocal relation. On the theoretical elaboration of the term identity we define two general models /concepts of identity: an essentialistic /a modern concept of identity and a non-essential/a constructivists concept of identity. The main (general) hypothesis which will cover the entire subject of our research is that: the identity is (a) construction and the media are tools for its temporary stabilization which is (directly) under the influence of the dominant discourse. The main purpose of this research is to investigate in which way, through the media can / can not be constructed the identity and to define, thus temporarily have its content and sense stabilized, i.e. to inspect the role and function of the media in the (re) creation and the stabilization of certain elements of the identity. The methodology which will be applied is the hermeneutic – interpreting the terms identity and media and their relations in different theoretical forwarding and different discursive practices. A possibility for realization of the set goal is forwarding the national (printed electronic) media, which not only strive to satisfy the demands of their current audience, but to create and progressively gain new audience.

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