Masmediji i perspektive kulturnog identiteta u globalnom društvu
Mass Media and Perspective of Cultural Identity in Global Society

Summary/Abstract: This paper is about of the importance of the perspective of cultural identity that depends on the influence of mass media, journalistic elites and globalization, as well as the relationship between media and management.Media carry with them all important features of an actual socio-economic system. They influence the general social relations in society, whose structure has inevitably generated culture and new management, first of all in mass media.The globalization process conceptually implaes not only organizational structure of mass media but also systematically new position of management in front of which are great challenges in the construction of professional, responsible and economically stable mass media as well as information technologies.

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