MEDIA TRENDS AND CREATING CONSCIOUSNESS

Text topic: Contemporary Journalism - Trends

Text author: Раденко Удовичић

Media articles and radio and television programmes influence our everyday lives and the way we perceive ourselves and others. However, media are mere mediators. They are a reflection of the broad social consciousness, relations in society, civilization and cultural achievements of every nation and the particular time phase. Senders and receivers of messages are strongly intertwined, which is determined by the social environment. The theoretical communication aspect of media is a very sensitive issue, bounded by numerous social, political and cultural affinities, as a result of which perception of media reporting and the notion of credibility remain a field suitable for research in line with different social circumstances, as well as with the development of new technologies which are changing the established notion of the role of media and media professionalism. Major changes have occurred in the last decade with regard to mainstream media too, which in the race for market share have rejected the so-called in-depth reporting and dominantly fostered fact-based forms. Research carried out through media content analysis which is presented in the paper corroborates these indications and trends.