Medijska Kultura U Senci Ekonomije Medija
Media Culture In The Shadow Of Media Economy – “The Money That Makes Programs Or Programs That Make Money”

Summary/Abstract: Topics related to pedagogical, ideological and a propaganda impact of the media used to dominate in theoretical considerations of social role of the media. Contrary to past times, today the media are rather considered as a field of intensive commercial and profitable activities than as factors and means of cultural development. It is more and more obvious that former politics and practice that pleaded for afirmation and spreading of media culture are overshadowed by economical exploatation of the media. Since today’s media practice is more and more valued from the standpoint of economical efficiency, theoretical interests are gradually moving to questions of economical exploitation of the media.

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