EVERYDAY LIFE IN THE MEDIA IN A PICTURE CIVILIZATION

Text topic: Quotidian

Text author: Весна Миленковић и Дејан Миленковић

As a criticism of certain forms of life, the standpoint of everyday life in the context of a postmodern society points to the relationship of an individual with the mechanisms of the global market, the state and new information-communication technologies. It is the time of the Internet and social networks in which the terms of ‘convergence’, ‘interactivity’,‘global connectivity’ are encountered. If the connection between the development of the media and communication in sports in the age of civilization is placed at the center of the reconsideration of the influence of media sphere on changes in daily life of people and their creativity as well as changes in the aesthetic being, then one should start from seeing the benefits that the audience receive by watching sports spectacles. Since sport is an integral part of people’s everyday activities, it has long become addicted to the media (and vice versa) and should be seen as their product omnipresent in mass media communication. The purpose of this paper is to contribute to the revitalization of interest in theoretical thinking and practical research of everyday life in the field of social experience that began in the 1970s; to point out the connection between the world of the media spectacle and the everyday life of mass audience; to indicate, in the case of sports as the most popular and most productive media event, how the audience, in their everyday interaction with mass media, accepts modern lifestyles, uses new technologies and identifies itself with sports idols. From the perspective of technology of sport spectacle broadcasting, the television transmission of 2018 FIFA World Cup was analyzed.