| Abstract [eng] |
The master paper deals with functions of modern television, its roles in society’s life. Its aim is to reflect issues of television and society interaction theoretically and empirically, analyze its forms of manifestation. The main objectives of the paper are: to discuss the most relevant, visible and covert functions of television, explore their correlation with society’s evaluation, reveal complication of society and television interaction. In the paper methods of theoretical scientific work and publicity analysis were applied as well as the method of comparing and generalizing. The empirical method of inquiry by filling questionnaires was also used. In this paper the conclusion was drawn that television, applying peculiar ways of effect, reflects warped view of the world, which, presented by attractive ways and forms, can be easily imposed to the audience. Only the minority of society is able to evaluate content of television critically, whereas for the majority, which does not realize the difference between the real and mass media view of the world, there is a risk to treat television reality as real. Simulating television situations has been applied in personal life, thus influencing realization of general and personal values. In addition, it stimulates particular impulses of action. Complication lies in the fact that as television is seeking for commercial benefit, its content is affected by interest groups which have particular goals. While seeking for economic benefit, television twists the real situation of the main society spheres such as politics, economy and culture. These theoretical conclusions are supported by the results attained during the practical survey. They prove that television is the most popular means to inform society, attracting by alluring ways of giving information. For the majority of research participants television is a resource of the world affairs, but the general context of results proclaims that entertaining function is the most relevant for the audience. Although society realizes the influence of various interest groups occurring in television, it is not able to make out how it affects the content of TV shows. The participants of the survey claim that they are not satisfied with the production of television, however, this claim is negated by the fact that the most favorite television programs are of entertaining nature. These programs give information about topicalities, i.e. they see trivialized, more commonplace view of politics, economy and culture. Complication of television and society interaction is revealed through society’s inability critically evaluate content of television as well as taking advantage of this society’s peculiarity to seek for commercial goals. The master paper might be useful for sociologists, who are exploring public opinion, for members of social psychology, who are trying to find out reasons of behavior patterns as well as for the students who are studying the sphere of mass media. |
