engleski

POSTMODERN FRAMES OF COMMUNICATION AND SOCIAL CHANGES

Introduction: The purpose of this paper is to explore the relation between the postmodern features of media communication and social changes. It researches the postmodern roots of modern media consumer and information consumption regarding the phenomenon of social media, content communities (e.g., YouTube), social networking sites and blogs (e.g., Facebook), collaborative projects (e.g., Wikipedia), and virtual game worlds (e.g., World of Warcraft). All these applications have widened the concept of sharing and the concept of creating a digital identity in hyper-reality and also have changed the role of traditional media gatekeeper. Methods: The research approach is qualitative and exploratory in nature, as the aim is to develop a theoretical argument based model of information consumption in environment in which the information quality is challenged by many individuals who create and disseminate information in digital environment. Results: Primary findings are encompassed in the theoretical framework. Media fragmentation has led to fragmented dissemination of information and breakdown of traditional control structures, leading to amateur information dissemination with possible impact on social changes. Discussion and conclusion: This paper seeks to contribute by investigating existing modes of postmodern communication and complementing them by taking into account new moments of contemporary cultural context, new media fragmentation and new roles of media audiences in media communication process.

Key words: media communication, postmodern communication, media audience, media content producers, social changes

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