Pregledni rad
https://doi.org/10.46640/imr.10.19.15
The Role of Information in Contemporary Media Communication
Vjekoslav Sekirica
Tanja Grmuša
orcid.org/0000-0002-2675-0171
; Poslovno veleučilište Zagreb Katedra studija Marketinga i komunikacija
Sažetak
The basic purpose of this paper is to describe information as the most valuable currency of postmodern times onwards. Starting from the ground up, the media of mass delivery of information are systematically described and the problems encountered by senders and recipients of media messages are based on examples. The paper carefully defines today’s information tools, their reach to internal and external publics, media pragmatism as a motive for using these tools, but also the general characteristics of the development of global communication. Through a discussion based on secondary data, the paper describes the principles of media communication today and, as an intriguing basis, sets the problem of information dissonance in the mass media. The global socio-economic and political environment in which the media communication process takes place is also described. Special attention is paid to the rapid development of information technology, the progress of which creates a favorable environment for a great step forward in the media evolution, the accelerated use of all available options for the development of media tools and techniques and media communication strategies. Furthermore, the paper analyses the stratification of the categories of recipients of media information with regard to the degree of privilege regarding the ruling political option, geolocation, profession, position in society, and especially according to personal and local standards. From the aspect of the motive for creating a scale of privileges, the goals of mass media owners, politicians and the position of power in general, which achieves its own goals with the help of opinion makers and news placement techniques, are observed. It also analyzes the role of the audience, which has changed in the context of demands and attitudes, posing an additional challenge for media content creators. The paper structures the recipients of information in relation to technological changes that have occurred in the media communication process in relation to fast, specialized and two-way communication of the new public, with special emphasis on constant and up-to-date change of media content providers and communication strategy towards the new public. Ultimately, the work results in a summary of the current state and the development of communication in the future that supports the old allegory that the pen is stronger than the sword.
Ključne riječi
media; information; media communication; technology; public
Hrčak ID:
262479
URI
Datum izdavanja:
15.9.2021.
Posjeta: 1.806 *