Nova medijska paradigma: od medijacije do medijatizacije društvenog komuniciranja
The New Media Paradigm: From Mediation to Mediatizazion of Social Communication

Summary/Abstract: This study discusses the changes in character and role of social communication at the beginning of the twenty-first century. Beside itself being the subject of most thorough change under the influence of globalization and new communication technologies, communication became a key agency of social change. Mediation is seen as one of the phenomena that dominates everyday life and a common feature of almost all forms of human communication. Certain features of contemporary communication are also analyzed in greater detail, such as the new media and the culture of new “intermediaries”. The new media, such as the internet, mobile phone, Youtube and Facebook, beside their intermediary nature, share a number of other features which are discussed in the study. The features of the culture of new intermediaries that are, among others, discussed in the study are media, content or user convergence, intertextuality, decentralization and decontextualization, media democratization, communicational reductionism, visual culture domination, new genres, planetary popularity, personal mass communication, commercialization of privacy, hypersensationalism and others. The study concludes that the new media have permeated all pores of society and became the integral part of social structure for the reason of which citizens must adapt to them. The media are not merely the means of social interaction but the place of social interaction. In other words, society and human communication have been mediatized.

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