MASS MEDIA AS LOSERS TO GLOBALIZATION

Text topic: Globalization and the Media

Text author: Зоран Арацки

The globalization hurricane is still roaring over the world bringing a series of changes in the areas of economy, politics and culture and especially in the field of media. The initial enthusiasm of this ubiquitous process which has generated inter-connection and inter-dependence of states and societies that are accepted by most countries, particularly in the East and the poor South, has slowly been changing with more cautious interpretations and warnings. These warnings indicate that even those factors that were used for its promotion and imposing - the mass media - will soon find themselves losers to globalization. The author of this paper analysis effects of globalization changes in the media both in the world and in Serbia, especially through activities of multinational media conglomerates, and points to the fact that the continuation of changes in information-communication technologies will lead to a downfall of print media, listening and watching of electronic media, that a segmentation of audience will occur and that the media audience will become more alienated despite the development of increasingly popular social networks.