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CULTURAL ASPECTS OF THE POST-TELEVISION ERA: TELEVISION IN TERMS OF TODAY'S MEDIA CULTURE
Abstract
We are living in a transitional time contemporary television industry is rapidly evolving in order to meet uncertain and ever-changing preferences of the mainstream television audiences. Reacting to advanced technologies and different consumer practices related to mobile devices and digital media, traditional television production companies are turning into hybrid media enterprises. As television is still seen as the most influential medium on the global scale, these development tendencies shape todays media culture as a whole i.e. media production (and distribution) processes and reception practices alike. The aim of the text is to offer a complex set of theoretical knowledge on so-called post-television era and its cultural implications. The author discusses the contemporary television culture in the light of the latest theoretical findings by renowned scholars and works with an assumption that there are various different mechanisms through which the television audiences of today express their feelings and expectations. Some of these reception practices are reflected on in detail the authors aim is to focus on the current theoretical framework in order to better understand the cultural implications of the television industry in the 21st century.
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