THE ROLE OF THE MEDIA IN THE DEVELOPMENT OF INTERCULTURAL COMMUNICATION

Svrha ovog rada je dati uvid u način na koji mediji utječu na razvoj interkulturalne komunikacije. Mediji i njihov utjecaj na društvo oduvijek su bili predmetom znanstvenih istraživanja, a svaki novi medij, od tiska preko radija i televizije do interneta, poticao je postavljanje novih pitanja i uspostavu novih teorija. Danas najviše pažnje istraživača i teoretičara raznoraznih disciplina zaokuplja internet, jer je potpuno poremetio ne samo ono što se prije podrazumijevalo pod pojmom medija, nego i samu prirodu komunikacije te ujedno ubrzao trend globalizacije i razvoj globalnog društva i kulture. Stoga, da bi razumjeli ulogu koji mediji imaju u poticanju interkulturalnog dijaloga, važno je definirati sve čimbenike u procesu. Prvi dio rada rezerviran je za globalizaciju i kako su sve dimenzije društva, od gospodarstva, ekonomije, politike, ekologije i kulture, nepovratno promijenjene njenim utjecajem. Drugi dio rada bavi se medijima, njihovom razvojem i načinima korištenja. U trećem dijelu rada definirana je kultura i navedena su njena obilježja, a kao najvažniji izričaj kulture opisan je i sam proces komunikacije te interkulturalna komunikacija. Konačno, u posljednjem dijelu rada, analizirano je kako spomenuti čimbenici utječu i djeluju jedni na druge. Istaknuta je važnost razumijevanja kulturnih razlika u uspješnoj komunikaciji i navedeni su izazovi s kojima su mediji, s naglaskom na nove medije, suočeni u premošćivanju tih razlika i uspostavi dijaloga među kulturama.The main aim of this paper is to gain an insight into the way the media influences the development of intercultural communication. Media and their influence has always been the subject of scientific research and the emergence of a every new medium, from print over radio and television to the internet, has fostered new questions and established new theories. In the contemporary world, the internet has occupied the attention of most researchers and theorists from various discipline, because it has completely disrupted not only what we know about the mass media in general, but the nature of communication itself. It has also sped up the trend of globalization and the development of a global society and global culture. Therefore, to understand the role the media has in advancing intercultural dialog, it is important to define all the factors included in the process. The first part of the paper is reserved for globalization and how all the dimensions of society, from the economy, economy, politics, ecology and culture, are irrevocably changed by its influence. The second part deals with the media, their development and the ways people use them. Culture and its features are listed in the third part of the paper, and the most important expression of culture - communication and specifically intercultural communication are described. Finally, in the last part of the paper, analyses how these factors interact with one another and how they influence each other. The importance of understanding cultural differences in successful communication is highlighted and the challenges, with which the media, with a focus on new media, are faced in bridging these differences and establishing dialogue between cultures, are listed