Management Intercultural (Nov 2013)
COMMUNICATION AND MASS-MEDIA CONTEXT
Abstract
Mass-media structures human experience in the positive or negative meaning of the word. Narrative structures of the most various types of media genres allow us to identify and to understand the context, complication, evaluation, heroes and the opponents in our own existence. The general supremacy manifested by the newspapers, radio and television, that make up our total environment, can be explained by means of some fundamental structural features: a behavioural model, a fleeing space, a tool of affiliation etc. Mass-media confirms the identity by contributing to the mental health of the human being as well as our society. The neologism “super media” extensively used in the last decade makes but to confirm an undisputed contemporary phenomenon: the pressure of mass-media. The mass-media establishes the "agenda" of public opinion and, even if it does not also influence HOW to think, it precisely indicates the relevance events, in other words influencing us what to think about, by penetrating in our cultural system.
