| Abstract [eng] |
In today's society, no man can longer imagine his life without television, internet, press and radio. The media gives the individual the opportunity to express his views and thereby get the desired information about the world around him. The media plays an important role in shaping the individual by informing him and influencing the informed society. Entrenched digital technologies and changes in methods of communication change and the communication and the media itself. The Internet and digital technology were factors resulting the rise of electronic media which focus on text, image and sound. A man searching for information finds everything in one place. The relationship with the consumer changes as the interactivity occurs and one-sided communication disappears. The object of this Master‘s thesis is the convergence of the media. The aim is to investigate how media changes or does not change the content and presentation of an audience under the convergence conditions. The aim of this work is to highlight the resolution of the global trends in the media change and the meaning of the media convergence development in Lithuania. The problem, formulated in this work, can be expressed as a question: does convergence (interflow of media measures) touched the Lithuanian media (in this case, specifically the Lietuvos Rytas mass media)? Job tasks are as follow: to discuss the media development features both globally and in Lithuanian; to highlight the differences between new and traditional media; to overview the characteristics of convergence evolution; to describe the convergence term, directions; to analyse the convergence of Lietuvos Rytas mass media. In the theoretical part the method of analysis of the documents (academic literature) and interviews with the experts are applied. Examining the media of Lietuvos Rytas the quantitative content analysis (carried out in a comparable manner) was used. Also it can be said that traditional media does not disappear. It interacts with the new one. Both types of media are concentrated for a common goal - to disseminate information and reach the widest audience. Traditional media is moving into the electronic world. New media ways becomes more popular because for its convenience and concreteness . Society is able to choos how it can get information (from media) and how that information is available. The Internet is becoming the dominant media. It can be seen as the "all-in-one device“ in which all the information you want can be found. It‘s like a matrix, where all the old-media functions are included. In Lietuvos Rytas website newspaper, television, publications, video archives can be found. Convergence takes place between communication measures of Lietuvos Rytas. Different media types interacts with each other. But the contents of newspaper and www.lrytas.lt website do not match. Only a small part of the publications is transferred from one media to another. The themes are repeated in different Lietuvos Rytas communication tools. The number of publications sugest that the most popular themes are world news and sports as well as the local news and actualities. |
