Human Research in Rehabilitation (May 2013)
REGARDING THE CULTURE OF MULTI-ETHNICITY AND COHABITATION IN THE WESTERN BALKANS...
Abstract
The media, an inseparable part of daily life, influences the thoughts, behaviour and attitudes of millions of people through the transmission of cultural images such as music, themes and visuals, has succeeded in reaching the masses with an attractive form of presentation and in a sense, has incorporates - almost immediately in the world of today - universal truths and developments into the lives of individuals with pictures and sounds, reporting on events and people, allowing individuals to internalise the images presented and has become a point of reference in social life. Together with the development of modern technology, media of mass communication and in extension, media channels, have transcended national and cultural boundaries to reach the masses. Developing in the second half of the 20th century, the television, as one of the most effective mass communication media of the modern age, has combined sound and images to create a technical medium where culture is produced, transmitted, circulated and consumed and subsequently recycled to reach the target audiences, while in terms of the transmission of messages, the television has become the flagship of the media economy in comparison with other mass communication media and channels. As the influences of globalisation have been felt upon the creative processes of film and serial instruments and in the adoption and dissemination of strategic objectives, global cultural transmission is more varied, wider in scope and with more intense content than ever before. Furthermore, as a result of the constant development, regeneration and transformation of communication technology, we can postulate that television serial and film scenarios are a new form of marketing communication, as they are deeply intertwined with daily life and culture in the modern world. However, mass communication media gather groups of people with a common language and interest, causing groups to become communities. The role of mass communication media in forming communities with common characteristics and interests has developed in parallel with the development of mass communication media. These communication media have negated geographical boundaries, forming common ground for social relationships, while the importance of communication media has increased as the media reaches more isolated communities, constantly increasing the size of the masses. The experience of the world as cultural cosmopolitanism and the globalisation of the media through the simulation of metaphorical images in relation to the globalisation of communication has led to the internalisation of feelings of globalisation by individuals under the influence of the media, forming the basis for a social and industrial discourse.
