THE EUROPEAN UNION'S COPYRIGHT POLICY IN THE DIGITAL AGE: AN ANALYSIS OF NEW MEDIA AND THE DIRECTIVE ON COPYRIGHT IN THE DIGITAL SINGLE MARKET

The media play a pivotal role in fostering connections among individuals and facilitating interaction within communities and society at large. They serve as platforms for sharing collective experiences and, through communication processes, contribute to the creation of a sense of belonging to a unified societal structure. The advent of the internet, coupled with the rapid technological revolution, has significantly transformed the media landscape, leading to the emergence and proliferation of new media. These new media encompass digital technologies that enable interactive and networked communication, marking a departure from the one-way communication model characteristic of traditional media such as television, radio, and print. The platforms associated with new media include, but are not limited to, social media, blogs, podcasts, online video sharing platforms, virtual reality environments, and mobile applications. The rise of new media has, however, created a need for substantial adjustments to the existing legal frameworks, particularly concerning copyright regulations. At the European Union level, this shift has been addressed through reforms aimed at balancing the rights of content creators with the evolving demands and expectations of consumers in the digital age. One of the most significant legislative responses to this challenge is the Directive on Copyright in the Digital Single Market, adopted in 2019. This directive represents a comprehensive effort to update copyright regulations in light of the new media environment, ensuring both the protection of intellectual property and fair access for consumers. This paper explores the European Union's approach to copyright policy, with an emphasis on the key legislative instruments and reforms introduced to regulate new media. Special attention is given to the Directive on Copyright in the Digital Single Market, analyzing its implications for content creation and dissemination in the digital realm. Furthermore, the paper examines the potential impact of the directive on freedom of expression, particularly through its new rules on content regulation, and evaluates the position of the European Court of Justice on this issue.