Mass Media and Cultural Memory: Idealization of Values
The theoretical approach in defining the means for mass communication expressed in functionalist theory, especially in John Riley’s model, determines mass media as a social subsystem which is functionally connected with other systems in society that arises from their mutual conditionality and their causative and consequential connection with politics, economy, education, socialization and culture. The functions of articulating opinion by themselves problematize the creation of creative-thinking public because the imposition of topics, representation of individuals, values and norms of a culture, a space, a time is mediated by the ideological and functional mechanism of an organized structuring and transfer of messages simultaneously to as big an audience as possible. The vastness of the audience simply cannot by itself be understood as democratization of the culture in its broadest sense or simply because it is not a high, elite culture intended solely for a certain number of users. It is that exact media reality, which almost always and exclusively is created through the selection of facts and values in relation to the audience and the factor of time, which simultaneously problematizes individual and collective memory. In the era of postmodernism and globalization of societies, media shaped content, in different mass media, especially on TV and the Internet, stimulate cultural development and pluralism of ideas in intercultural communication. However at the same time the setting of the stage for a media product, imposed by market logic of supply and demand erases the borders of difference, restructures the modalities of cultural identifiers and relativizes the dimensions of cultural identity through the unification of values transformed in surpassed or modern collective memories and concepts, such as – Balkanization, Americanization, Europeanization, civil society.
 S. A. Beebe and J. T. Masterson, Communication in Small Groups, Principles and Practices, 4 th ed., New York: Harper Collins College Publishers, 1994.
 Sreberny- Mohammadi, The Global and the Local in Interna-tional Communication in J.Curran and M.Gurevitch (eds) Mass media and Society, London: Routledge, 1991.
 L. Siljanovska, Media Culture in Eurointegration Processes, Tetovo: Arberia Design, 2007.
 L. Siljanovska, Influence of Mass Media in the Creation of Euro-pean Values, Tetovo: Arberia Design, 2007.
 M. Kunczik and A. Zipfel, Introduction to the Science of Publi-cism and Communication, Skopje: Ebert Foundation, 1998.
 R. Rosaldo, Culture and Truth: The Remaking of Social Analy-sis: with a New Introduction, London: Routledge1993.
 T. Chokrevski, Sociology of Communication, Skopje, Stu-dentski zbor, 2000.
 E. T. Hall, Beyond Culture, Anchor Press/Doubleday, 1989
 M. Harris, (1999) Theories of Culture in Postmodern Time, Alta MiaPpress, (online) Available: http://www.altamirapress.com, 1999.
 J.Taylor, War Photography: Realism in the British Press, Lon-don: Routledge, 1991
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Култура/Culture by MI-AN is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.