Medijski tekst kao pokretač digitalnih gomila
Media Text as a Actuator Digital Crowds

Summary/Abstract: The times of manipulative power of Le Bon’s crowd leaders are behind us. In today’s technological day and age, this role has been taken over by information in the form of media text. Modern technology enables us access to vast informational (occasionally dead) capital, making us at the same time participants in the creation, modelling and distribution of the same. Such information, in the scope of the new industrial revolution, takes form of “the living entity” made autonomous by its maker and modified into its endless varieties which receive new meanings in new contexts. Primary source of information is made not only difficult to identify, but is irrelevant. Changes in the informational canal are also seen in the domain of the recipient of the message. A phenomenon of “mass recipients” occurs, communication body formed around the information which enables active participation in the communicational system. Hence, the information becomes the leader of the digital crowd. This work analyses the features of the mass media and media texts and their influence on the digital crowds.

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