Recepcija djelovanja masovnih medija
The Reception of Mass Media Effects

Summary/Abstract: Mass communication media primarily serve for the creation of an escapist world of imaginary entertainment and of a fictitious "macrocosmic" happening. Through this they contribute to a distancing from the tensions arising in the working world or in the family. Nevertheless they gradually and in the long run produce changes in the citizen's political and cultural profile. The content of the message transmitted by the mass media can be divided into two large groups: a) the group that affirms cultural values and genuine information in the service of the furthering of self management and b) the group that transmits commercial, indoctrinating, and manipulating contents. The programmes transmitted by the mass media should be as fully as possible directed towards a), but for that purpose it is necessary that the family, the school, and the socio political system should cooperate, as the effects depend on the "soil" into which such messages are planted. The growth of an active self-managing personality would require a reversed pyramid of influence; this would signify a genuine democratization of mass media.

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