Médiá: predmet podnikania, nástroj moci a prvok kultúry
Media: Subject of Business Enterprise, Tool of Power and Element of Culture

Summary/Abstract: Non-commercial culture, on which beginning we are just standing, will not substitute commercial culture, but it will affect and change commercial media. And, at the same time, their employees, who will have to adapt to these new forms. Flexibility as the next, third attribute of medial employees of the future. And it is necessary to add endurance, ability to understand the others and respect to creativity.

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