IMPACT OF GLOBALIZATION ON THE PERFORMANCE OF MEDIA SYSTEMS AND MEDIA

Globalisation is the characteristic of the 21st century, and it is a notion used to describe changes in society, culture and global economy which lead to a dramatic increase of the international exchange in trade, culture, people, and ideas. Globalization affects all aspects of society, from the economy, through culture, to the media.This paper is concerned with the impact of the globalisation on the performaces of media systems and media. However, most media today are digitalised, and digitalisation is a process of transformation of one object, picture, sound, document or a signal (usually an analogue one) into digital. It is emphasised that media are intermediaries in the transmission of information between those who disseminate it (e.g., governments, corporations, multinational corporations...) and the end users, or, the population as the recipients of the information. However, media, apart from being intermediaries of information, can also create different media content, and that way significantly impact the countries' population views. This paper will present a part of a research related to the performances of media systems through the example of one media company in Serbia, and it is expected that the answers will be provided on how and in what way media content are susceptible to global influence. Therefore, this analysis is expected to lead to findings on how globalisation influences the following performances of media systems: financial, operative, employees' performances, and development performances.