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Slovak Mass Media in the 21st Century: Current Challenges


Miroslava Dobrotková, Artur Bekmatov, Andrea Chlebcová Hečková and Ján Kuciak

The book deals with the most challenging issues which the Slovak Mass Media are currently facing, including matters of public criticism. The first chapter describes the media influence on power control in Slovakia. It does not avoid the controversial question of corruption in the Slovak media field. The following chapter examines the stereotypes about the social minorities that are still widely spread by the media (especially the Internet and the social media). In this context, the chapter related to the public media explains why the existence of the media of public service is so important and why it is necessary to finance such media by public sources and not by the state. In the final chapter, the author aims to identify the reasons why alternative sources of information usually fail to inform truthfully, impartially and objectively.

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2 Current Issues of Presenting of Stereotypes in Mass Media


(Influence of Media on Presenting of Stereotypes and Prejudice within Political Communication and Its Correlation with Perception through the Web)

Stereotypes and prejudices in the society are not a problem nowadays – they have existed as long as the humankind itself. Their presentation in media appears since their beginning either due to political affiliation, propaganda or bulvarization of media content. Their presentation and communication on the Internet, as it will be shown, became a current and very considerable issue in the recent years and uncovered negative emotions in the society to a much greater extent.

At present, especially due to repeated increase of nationalist and extremist moods in the society, there is a need for rational and human judgment based on analysis of facts and social needs. As we believe, the objective of society actions should be the search for successful forms of social and cultural integration of social minorities.

2.1 Influence of Media Concerning Integration of Social Minorities

A professor Geissler considers “unity in diversity” – intercultural integration as the fundamental principle of cultural integration. It is not multiculturalism but a sort of living abreast without any effort for coexistence but integration with an emphasis on the common and on exchange of cultural determinateness built on establishing common rules, common language and common social values with equal chances for participation in certain spheres of life and active acceptation by majority society.49

Local knowledge is, however, not sufficient in regard...

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