Улогата и функциите на масовните медиуми во комуникацискиот систем
The role and the functions of mass media in the communication system

Summary/Abstract: This paper explores the media, the system of mass communication, types, classifications, properties and characteristics of the media, along with their role and functions in the communication system. In the introduction the question of the relationship between the media and the society is raised. That relationship is different from one country to another because of the different communication systems, social system and any other circumstances that are specific to each country. We present the opinion of Dennis Mac Quayle (2007) who as an answer to this question highlights three possible answers: the first is that the media strongly affect society (positively or negatively); the second is that the media simply reflect what is happening in the society so they are more a consequence than a cause of these developments; while the third possibility is that their relationship is seen as interactive and cyclical, without clear source of influence. There is a fourth option, which should not be discarded: it presupposes the absence of influence from any party, media are cultural and societal phenomenon but without clear reasons and without a clear direction to the consequences it causes, i.e. society and media are two independent complex of social and cultural practices.But here the questions do not end on this topic. It follows a new set of issues: what social goals should support the media. They inter alia are institutions and have, of course, social responsibility for all the activities they do; they are responsible for their intentions and possible consequences. On this topic there are many theoretical elaborations, discussions; the question of "freedom of press" liberal theories, as well as examples in practice of what the media do for their society, for the state, the political system, citizens as their recipients. Conceptually we treat media within the communication system: as mediators - the carriers of messages to a mass audience.

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