Professional paper

MEDIA THEORY – DEFINITION, FUNCTIONS AND INFLUENCE

Daniela Jurčić orcid.org/0000-0002-7721-9292 ; Filozofski fakultet Sveučilišta u Mostaru

Abstract

Media is an extremely complex term which, in a nutshell, defines public information systems used
for dissemination of news in order to inform, educate and entertain all levels of society. Definitions,
functions but also the influence of media are in the focus of scientific research, so this paper, based
on a theoretical framework, discusses previously mentioned concepts. To understand the concept
of media, first of all, it is necessary to define it, but also to emphasize the functions and impact
of media. Today, it is impossible to find a person who is not informed through at least one media
platform. This is a result of the development of technologies or new media which enable their convergence,
with most of the print media shifting to the Internet portals. Media are commercialized,
advertising being their main activity, with extremely emphasized media manipulation. They often
have great power and influence on society and, consequently, on the individual.

Keywords

media; role of media; influence; functions; communication

Hrčak ID:

190208

URI

https://hrcak.srce.hr/190208

Publication date:

30.6.2017.

Article data in other languages: croatian

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