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Do Media Wish A Literate Audience?

Zoran Medved ; Assistant Lecturer, Institute of Media Communications, FERI, University of Maribor, Home address: Letonjeva 6, 2000 Maribor, Slovenia

Puni tekst: engleski, pdf (294 KB) str. 111-131 preuzimanja: 354* citiraj
APA 6th Edition
Medved, Z. (2014). Do Media Wish A Literate Audience?. Medijska istraživanja, 20 (2), 111-131. Preuzeto s
MLA 8th Edition
Medved, Zoran. "Do Media Wish A Literate Audience?." Medijska istraživanja, vol. 20, br. 2, 2014, str. 111-131. Citirano 14.07.2020.
Chicago 17th Edition
Medved, Zoran. "Do Media Wish A Literate Audience?." Medijska istraživanja 20, br. 2 (2014): 111-131.
Medved, Z. (2014). 'Do Media Wish A Literate Audience?', Medijska istraživanja, 20(2), str. 111-131. Preuzeto s: (Datum pristupa: 14.07.2020.)
Medved Z. Do Media Wish A Literate Audience?. Medijska istraživanja [Internet]. 2014 [pristupljeno 14.07.2020.];20(2):111-131. Dostupno na:
Z. Medved, "Do Media Wish A Literate Audience?", Medijska istraživanja, vol.20, br. 2, str. 111-131, 2014. [Online]. Dostupno na: [Citirano: 14.07.2020.]

Author answers the question, how traditional media, particularly television and especially public television, adopt themselves to conditions of media convergence. In many countries traditional television still understands its presence on the internet as an »alternative« or an experiment, like a »third hand« of public service broadcasting, and not as a basic media for citizens to express their opinions. What is the relationship of television to the concept of participation? What does it mean and what does the change from the concept of »Must-See TV« to the concept of »Must-Click TV« bring to the audiences? How should the public television react to that change? Live communication between internet users opposes the one-way broadcasting of content, the concept of dialog therefore becomes more important. Many public televisions do not want to recognize how important is for journalists to be literate in new media, and at the same time how important is that audiences or users of the multimedia platforms are literate themselves. The public TV still believes in the power of its professionals and respect less the power of information contributed by its users. Besides that, »technological optimism« denies negative impacts of the internet communication, at first »group polarization« which causes more radical public discourse. Media literacy is therefore the key concept of a political culture for the citizens and even one of the conditions for survival of the public television. EU regulation has already attacked the latter with definitions of »creative industry« and »media services«. Both of them are used to divide content delivered by public service media from institutional necessity of PSM to serve the citizens in public interest, and not in favor of any market or politicians.

Ključne riječi
Media literacy; media convergence; public television; participation; group polarization

Hrčak ID: 133810


Posjeta: 514 *