Electronic Library of Scientific Literature
Electronic Library of Scientific Literature
Volume 39 / No. 4/ 1996
Andrej Skolkay
The article analyzes the most important normative theories of the media,
specifically as defined by Siebert et al. (1956) and McQuail (1983 and
1991). The author finds that Siebert et al. is cited in contemporary communication
studies without critical examination. The usually criticize libertarian
theory of the media and its more or less radical adaptation to postmodern
society through different normative theories.
The author's analysis suggests that the old and new theories under examination
represent a mixture of idealistic, normative and explanatory writings,
and that Siebert et al. demonstrate inconsistencies and mistakes in relations
to the treatment of authoritarian, libertarian, soviet communist and social
responsibility theories. The author of this article also strictly distinguishes
between authoritarian and totalitarian theories of the mass media. McQuail's
latest idealistic attempt to define "framework of norms for media
performance" is in contradiction with his refusal to define any normative
theory.
In general, it is unclear what role, if any, mass media should play in
the constitutional framework. There is also a tension in arguing with
"free market" terminology on the one hand and attempts of government
to influence and "regulate" public and particularly private broadcasting
media.
The author suggests that the only consistent framework we can consider
is an abscissa beginning at nil and moving in a negative direction.
The points that define "relative freedom" within this framework
are flexible and overlapping. Howerer, practical application of such theory
is impossible because of its flexibility and overgenerality. The scope
of "real" freedom of the media depends on the different restrictions
and limitations, mainly from the market or legislature. There is no way
to define a universal, consistent and detailed description of roles
of all types mass media in a liberal-democratic market based society.
Consensus, based on mutual agreement of the various participants, such
as journalists, media owners, government and public, within the framework
of political, cultural and economic possibilities, must be found. This
should fit into European norms, as defined by the Council of Europe and
Parliamentary Assembly. On a more general level, a discussion should start
on redefinition of journalists' role in democratic society.
pp. 265–284
Jozef Darmo
The study does not claim to bring a comprehensive historical and theoretical analysis neither of the heritage of ideas bequeathed to us by the thinkers of enlightenment nor of their reflection in the theoretical and practical thought of Štúrian journalists. The study only will contribute to finding the new positions of the Slovak journalism within the scope of created pluralistic democracy. Literally, the historical transformation of journalism in the epoch of information society urges us to reach more deeply into the historical space of thought, into the processes of self-consciousness of society, civilization as well as social and mass communication.
pp. 285–292
Samuel Brecka
The second part of the study dealing with the Slovak media market and the necessity of its protection presents the analysis of the present state of the Slovak press, radio and TV broadcasting. This state should be a starting point of the measures to protect and support the home media market. The study refers to the bad conditions of the Slovak press that loses its readers due to more and more expensive production as well as reduced buying power of the Slovak population. The situation in the radio broadcasting is characterized as very complicated because of unbalanced dual broadcasting system. The private radio stations face the economic problems because of lack of advertising revenues. As the result of limited transmission capacity, they hardly can compete with the public radio broadcasting. As for the situation in the Slovak television broadcasting, it is symptomatic that the public service broadcasting organization STV have to compete more with the foreign (mainly the Czech NOVA TV) as with the home private television stations. In its last part, the study deals with the suggested measures to protect and support the Slovak media market.
pp. 293–302
Ivan Secik
Publishing of the periodical press belongs to those production activities which were primarily affected by the consequences of democratisation and economic transformation after November 1989. Deregulation in the newspapers and magazines publishing, deetatisation and privatisation of the former state publishing houses, price liberalization in printing and distribution of the press, increasing importance of advertising – all this have led to the changes in the structure, typology and content of the Slovak press. Only exhaustive knowledge of these system changes allow us to assess developments in the press market soundly. The study analyses developments in the Slovak press market, especially as far as dailies, national and supraregional magazines since 1989 are concerned, as well as change in the typological structure of periodicals. The study points out the economic and social conditions of the future development of the Slovak press system.
pp. 303–310
Ludovit Sramek
The article analyzes data collected by the national media survey conducted among the adult Slovak population in October 1996. To collect the data, a representative sample numbered 1167 interviewees was used. Drawing attention to some deviations in different media surveys’ results, the author tries to describe impartially the present state of audiences’ interest in the various (both public and private) TV stations operating in the Slovak media environment. In October 1996, the most widely watched TV station in the whole country was the STV 1. However, in the regions covered by the new private TV station Markíza, the later was the station with the greatest market share. In addition, the article presents how the Czech TV stations are watched in Slovakia.
pp. 311–318