Electronic media as a challenge of international trade in a global context

Globalizacija je neiscrpan proces koji je danas, u modernom dobu, potaknut brzim tehnološkim promjenama. Primjena interneta i sve veći rast gospodarstva pridonijeli su bržoj globalnoj razmjeni, ali i njezinoj novoj naravi, a tehnologije su pridonijele jačanju svijesti o mogućnostima koje se pružaju diljem planeta. Mediji su posljednjih godina poprimili globalan karakter. Njihov utjecaj sve je veći, a najviše se odražava na društvo i poslovanje. Internet je postao glavna značajka u ljudskim životima i glavna je komponenta gotovo svakog koraka koje ljudi čine u životu. Samim time porastao je i utjecaj medija, pogotovo elektroničkih na način života ljudi i donošenje odluka u svim segmentima života. Sektor elektroničkih medija i komunikacija, koji se kreće od telekomunikacijskih mreža i interneta, preko radija, televizije i filma, jedan je od najaktivnijih u trenutnom naporu globalizacije proizvodnje, tržišta i trgovine te se tako širi i prostor na kojem djeluje međunarodna trgovina. Internet je također potaknuo digitalnu revoluciju, temeljno promijenivši načine na koji ljudi komuniciraju, konzumiraju i proizvode, te je duboko preobrazio međunarodnu trgovinu u smislu onoga što se trguje, kako se trguje i tko trguje. U tim uvjetima, elektronički mediji služe kao izvrstan servis za oglašavanje i prodaju proizvoda te usađivanje novih navika potencijalnim kupcima i potrošačima, ali i povećanje konzumerizma u društvu što značajno utječe na razvoj međunarodne trgovine.Globalization is an inexhaustible process driven by rapid technological change in the modern age. The use of the Internet and the increasing growth of the economy have contributed to faster global exchange, but also to its new nature, and also technologies have contributed to raising awareness of the opportunities offered a cross the globe. The media has taken on a global character in recent years. Their influence is increasing, and it is mostly affecting society and business. The Internet has become a major feature in human lives and is a major component of almost every step that people make in life. As a result, the influence of the media, especially electronic, on people's lifestyles and decision making in all segments of life has increased. The electronic media and communications sector, which ranges from telecommunications networks and the Internet, via radio, television and film, is one of the most active in the current globalization effort of manufacturing, markets and commerce, thus expanding the scope of international trade. The Internet has also fueled the digital revolution, fundamentally changing the ways in which people communicate, consume and produce, and has profoundly transformed international trade in terms of what is traded, how it is traded and who is trading. In these conditions, electronic media serve as an excellent service for advertising and selling products and instilling new habits for potential customers and consumers, as well as increasing consumerism in society, which significantly affects the development of international trade