Forms and Manifestations of the Power of Media

Abstract

The term „the power of media” can be understood primarily as a direct influence of media centres or companies on users, their frame of mind, lifestyles, choices and decisions they make. Secondly, the media involve using new information and communication technologies by different entities (e.g. social movements, political parties, governmental institutions) and broadcasters themselves for the purposes of social mobilisation, organising protests and shaping the public opinion. Along with the information technology revolution and the increasing role of global media we can observe new functions of governments. Generally, they concern forming – e.g. by politicians and diplomats – a favourable image of a state and its citizens in the media and in international institutions.