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Kultura
2018, br. 158, str. 39-57
jezik rada: srpski
vrsta rada: pregledni članak
objavljeno: 19/07/2018
doi: 10.5937/kultura1858039R
Principi medijskog uticaja
Alfa univerzitet, Akademija umetnosti 'Braća Karić', Beograd

Sažetak

Medijski uticaj podrazumeva primenu određenih vidova komunikacije sa ciljem promene navika, ponašanja ili uverenja ljudi kojima se obraćamo. Razvoj novih tehnologija i masovnih medija mnogo je brži od razvoja naših sposobnosti procesuiranja nepreglednog mnoštva informacija sa kojima se susrećemo. Zbog nemogućnosti prevazilaženja sopstvenih kognitivnih ograničenja, posledica ubrzanog razvoja medija je da se sve manje angažujemo u analizi date situacije kao celine. Svet u kome živimo postao je mnogo kompleksniji, a naše reakcije znatno uprošćenije. Mediji su idealno sredstvo da se u takvim okolnostima ostvari željeni uticaj, a osnovna taktika je veoma jednostavna - dovoljno je samo ponuditi pažljivo izabran i ograničen broj informacija. U savremenom dobu, za većinu ljudi dogodilo se samo ono što je objavljeno u medijima, odnosno ono što je posredovano jezikom medija. Semantička funkcija medijskog prostora omogućila je jednostavnu i efikasnu primenu mnogih tehnika medijskog uticaja. U ovom radu izložićemo osnovne principe na kojima se one zasnivaju.

Ključne reči

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