MEDIA AS A TOOL FOR FOSTERING VALUES IN THE CONTEMPORARY SOCIETY

Abstract

The media have an important role in shaping social consciousness. The media influence our perception of the world and thus the value structure that we create. Contemporary culture is dominated by images of electronic media. The audience is confronted with a world of real and invented events, stories and finally values that belong to the space and time that do not concern it. Humanity as well as an individual inherits a network of socio-cultural and moral traditions. Contemporary media transmit them as if truth has lost its value as a moral decision and exhausted its logic and importance. Our time is different. The nature of communications and media from the recent past is being replaced by a new and different reality which has been enabled by the new technology of electronic media. The values are reduced to a minimum or completely lost. The authors of this paper seek to provide insight into the possibilities of using media in the process of disseminating the moral values. At the same time, they reflect the change in the anthropology of communication caused by the rapid development and implementation of new types of electronic media.

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