Abstract. What is the real nature of television, and what is its place into the contemporary society and culture? Globalization is an issue extensively discussed in recent years, many researchers bringing out all the harmful effects this phenomenon can have – especially the danger of cultural uniformity. In a provocative rethinking of the medium and its ensuring effects this scientific approach argues that we have misunderstood television and have thus contributed to a distorted view of art and culture in the 20th century. Television has become a scapegoat for all sorts of societal and cultural ills. This paper aims to find the answer to a few issues: Is culture a priority for television? What is the impact of television and what are the possible consequences of the televisual globalization? pp. 237–244


Keywords: culture, television, media effects, globalization, society, televisual impact, mass communication

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