ГЛОБАЛИЗАЦИЈАТА КАКО ФАКТОР ВО ПРОМЕНАТА НА УЛОГАТА НА ТРАДИЦИОНАЛНИТЕ МЕДИУМИ
Globalization as a Factor in the Change of the Role of Traditional Media

Summary/Abstract: The changes in the world brought by the new technological environment, are drastically changing our lives. With the transformation of mass media into digital media, the way of communication changes which is reflected in all social spheres: technology, communication, economy, policy and of course the most important for us - culture. The phenomenon of globalization directly affects the process of transformation of traditional media and vice versa. The influence of the media and especially the electronic media on the social change is of paramount importance. In the sociological and cultural analysis of globalization, different media such as satellite television, Internet, computers, mobile phones, etc., are often considered to be the main forces behind the current restructuring of social and cultural geography. Electronic media facilitate the enhanced interconnectedness of vast distances and temporal flexibility in social interaction. In addition, technology development and globalization are two key directions, that are guiding and interpret the changes in the todays world. For these reasons, this short paper tries to deal with the phenomenon of globalization and its impact on the transformation of the media, respectively their mutual convergent relationship.

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