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TOPICAL ISSUES OF MEDIA OPERATING IN INTERNET ENVIRONMENT

H. Pravdova

Abstract

The aim of the study is to clarify the specifics of individual media platforms operating in the Internet environment. At the same time, its goal is to point out the consequences of media convergence, as well as terminological chaos in the area of Internet media. The author of the study defines the causes of this situation. The first one is a relatively short history of media operating in the Internet environment and the second one is the absence of their exhaustive theoretical reflection. According to the author, many appellations have reached the level of slang and their use does not always reflect the specifics of individual media platforms. The emergence, establishment, but also the development of different forms of Internet media requires a review of previously used and already routine terms. She believes that it is necessary and important to distinguish between the terms - web and online media, web and online journalism and MULTIPLATFORM media or multimedia. She also highlights the overlapping of roles of Internet media into personal communication, especially through social networks and the implications of differently performed interactivity. Media in the Internet environment have become dominant especially in the last decade. At present, they have a significant impact on the operation of the so-called classical media, such as periodical press, radio and television. In this context, the author draws attention to the strong convergence of classical media. She considers it a significant transformative factor affecting not only their production practices, but also the practices of media operating in the Internet environment. She expresses the premise that the classical media will not disappear, but will gradually move towards and adapt to the dominant Internet platform. According to the author, this assumption can be confirmed on the basis of the lessons learnt from the historical development of classical media. When in individual epochs there dominated one medium on the market, it was adapted to the other, atrophying types of media. This development can be traced both in the area of genre development and media production strategies.

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DOI resolver: doi.org/10.5593/sgemsocial2017/35/S13.081

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