Mass Media and Cultural Memory: Idealization of Values

  • Liljana Siljanovska South East European University, Tetovo, Macedonia


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.


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How to Cite
SILJANOVSKA, Liljana. Mass Media and Cultural Memory: Idealization of Values. Култура/Culture, [S.l.], n. 7, p. 113-122, dec. 2014. ISSN 1857-7725. Available at: <>. Date accessed: 19 oct. 2019.
English Articles


mass communication, creative audience, creative public, democratization, cultural identifiers, collective memo-ries