Polityka medialna Unii Europejskiej a media masowe ― kreowanie tożsamości
European Union Media Policy and Mass Media ― Creation of Identity

Author(s): Katarzyna Forst
Subject(s): Language and Literature Studies, Media studies
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: Media are an important element of social cmmunications and a major participant inthe process of political communications. Individuals build their own idea of reality on thebasis of information spread by the media. Especially the modern mass media are activelyinvolved in shaping the views of the public on certain phenomena. The structure of themedia consists of both the type diversity (printed press, radio, television, the Internet) aswell as their ownership diversity (private, social and public media). The former approachto mass media came out from the nation-state as the basic unit of analysis, which usuallyalso allowed to designate the access territory of the mass media. Identity and consistencywere generally defined in geographical terms. Today, because of the rapid development ofnew technologies we are dealing with more equal opportunities for access to the media,though mass media are sometimes used to direct or control both consumer and politicalbehavior. In the new socio-political reality media must adapt to the new market. The challengefor today’s mass media is a strong social stratification and different cutural patterns.The shape of media policies in defferent countries is a result of their political system, thedegree of democratization of social life and the media development.

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