The book deals with the problems of media communication and its formation in the Slovak Republic in and after 1993. It focuses on the social function of the media in the sense of journalistic communication. The authors also address the problems of gender stereotypes presented through social networks and advertising in all kinds of media in Slovakia and abroad. This book also explores the question of forming a theoretical basis for the creation of mass media communication (print media, film, photography, literature, works in marketing communication, books). This book does not elaborate on all problems of the mass media in the Slovak Republic, but it attempts to examine the key issues.
1 The Issue of Gender Stereotypization in Commercial as Mass Media
Slovak mediologist Jitka Rožňová states that “the influence of mass media on individuals and society is manifested on multiple levels: they influence behavior, attitudes, opinions of individuals, they may expand horizons of knowledge, educate, they help in political and consumer decision making, they influence lifestyle, emotional and physiological reactions of audience members etc. In regard to, (…) is their participation in creating social relationships and states of mind of individuals particularly important. And because they are intensively interconnected with other institutions this share may not be isolated from the society and individually researched.”2 Our ambition is therefore to give a sense of the issue of gender stereotypization and gender inequality in media and advertising from various aspects in terms of interdisciplinary discourse.
Thanks to increasing of media literacy, a person acquires the ability of selection of information and more critical perception and reception of media contents, although as a result of huge overpressure of information there is an overload of information and disorientation of the Internet. Natural reaction of users is a tendency to stereotypization in the process of forming opinions and taking stances.
1.1 Stereotypization in the Process of Opinion Forming
In terms of “a paradigm of information processing” stereotypization is understood as a process performed in four consecutive steps:
1. filtration, interpretation and information coding;
2. its processing and subsequent drawing conclusions;
3. their remembering and repeated recollection;
4. their application...
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