| Abstract [eng] |
The main object of the work is electronic mass media ant its role in social communication. From their rise traditional mass media (television and radio) were acting only as information senders, but not as the receivers in the social communication processes. This caused the development of passive audience. However, electronic mass media has rapidly changed in the middle of the 20th century. New technologies and globalization processes have caused serious transformations in the mass media. Global electronic mass media and its new form the Internet are trying to produce more information suitable for each person’s use and to „pull in“ the audience in to social communication process. A new form of electronic mass media Internet provides new communication opportunities for its users. The main Internet difference from the other electronic mass media forms is not only its possibilities to reach information anywhere and anytime but also possibilities for the users to leave their responses/ feedback on the news and discuss them with other users. In such social communication anonymity plays important role, because it causes more open discussion among the Internet users. Such new communication opportunities are evaluated in two ways: some researchers say they encourage the feeling of affinity in a society and create a new „public sphere“, while others state they impel alienation in a society and a loss of touch with social reality. As corruption scandals case study showed the internet mass media is more polarize towards „popular “ information presentation, cause the are only few publications analysing corruption scandals. The internet mass media is seeking to drawn readers attention by putting a lot of astound and aggressive rhetoric headings, but little qualitative information. The growth of readers’ feedbacks number and its amount can point that more individuals involve into virtual discussions. Most of the internet site Delfi.lt users are young people and people with secondary education, so that could be the reason why many readers’ feedbacks are intolerant for other opinions, poor content and usually insulting. |
