New Perspectives of Perception of Mass Culture Structures in The Context of Other Cultural Systems
New Perspectives of Perception of Mass Culture Structures in The Context of Other Cultural Systems

Summary/Abstract: In the environment of contemporary culture, it is humanly natural to respect and adopt “foreign” elements of a more dominant culture and then use them positively in the development of own cultural identity. However, reckless or forced imposition of the dominant culture elements might lead to an increased risk of a formation of a universal, commercialized world and consequent disappearance of individual cultural identities of countries, nations, and individuals. Mass media are the primary cause of the aforementioned transformations. They are the ones that present national, local cultures and imbed their own values and convictions into them. Therefore, the main objective of the study is to evaluate the current status of mass media and the associated dominant (mass) culture within the system of other culture forms. Using the methods of logical analysis of text, we clarify the fundamental terminological axis. Terms such as “mass culture”, “media culture”, “popular culture”, “high culture”, “subculture”, and others become the subject of a closer theoretical reflection. Consequently, we use the acquired information in an effort to identify the impact of mass culture on selected cultural systems. Finally, we are interested in the rate of impact that the merging of cultural elements has on the perception of cultural identity. We start from the premise that although cultural identity is considered a basis of existence of individual cultures, its position within the maze of cultural systems is not that significant. The aforementioned marks the importance of continuous analysis of the issue in question with regard to the ever-changing socio-cultural environment, which poses new challenges for media studies regarding research of selected cultural phenomena. We analyse the discussed topic on the basis of the mass communication theory, media studies, cultural studies, psychology, and media sociology.

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