2.3. Balkan media between politics and economy
Several concepts and their correlation determined this topic. Mass media, as intermediaries in the process of mass communication, become the economic organizations and their corporate character growth stronger as well as market position and invested capital. At the same time, the media are structural element of public sphere and an institutional framework for the promotion of opinions, attitudes - ideas, the scene of political influence, often coupled with interest of capital. In such circumstances, the public interest and responsibility to society become increasingly blurred, and the basic role of the media is often distorted to such an extent require redefinition.
Question: are the media before all means instruments to the open society, its democratization and participation of citizens in the social process that proceeds or no business organization, in whose activities the profit is a basic motive and not wellbeing of public. Especially, as it is evident that both aims can hardly be equally successfully exercise. The basic motive of existence and work in media should be based on, essentially, the utopian vision of humanity, loyalty and truth, where all clearly knows what is good and what is not and where everyone, including media professionals, stick strictly to the basic legal and moral principles. On the other hand, if mass media became media industry, than basic human action must be - interest. Modern media are primarily individual and then social.
Current interest, therefore, can affect the understanding of the concept of accountability and obligation that results from it. When the media every day discover content, messages, attitudes that cause our suspicion, that, if we are previously well-informed, we can conclude that false, incorrect, unprofessional journalists have no sufficient knowledge and that there are obvious malice. Also, we are not allowed to disregard possibility that such a way of writing follows a particular interest, which is opposite to general, public interest, and which has the power to express and be publicly mediated.
Money and power are terms whose meaning is clear to everyone. In practice and in theory, mass media are the most prominent centers of power. Essence of media power is penetration in the public sphere, which means survival for political and economy ideas and organizations, and that is why it is necessary to constantly seen economy in relation to the media and their impact to society.
There is no free democratic society without a free public sphere, and such sphere cannot exist without a free media, although there is always some form of monopoly over them. Such considerations, especially when it comes to political communication, as a key formula for the free flow of information and trust them see the autonomy of media in relation to the environment and support of civil society. ˮMedium of political communication in the public sphere can facilitate...