Dissemination of News in the Global Society and the Influence of Global  Media Companies

Jovana Mlinarević

doi:10.51738/kpolisa.2025.2r.004

Authors

Jovana Mlinarević University of Banjaluka, Banjaluka, Republic of Srpska, Bosnia and Herzegovina Faculty of Political Sciences https://orcid.org/0000-0001-9931-8745

DOI:

https://doi.org/10.51738/kpolisa.2025.2r.004

Keywords:

globalisation, news dissemination, newsworthiness factors, global media players, trust in the media, fake news

Abstract

This paper presents various perspectives of media globalisation theorists on the processes it has brought within the media themselves, as we l as how global media processes have transformed the presence of media on the international media scene.A sma l number of media conglomerates control a significant portion of the media market, where information and ideas are exchanged worldwide and where the struggle for dominance and supremacy is constant.The rise of global media—referred to by Edward Herman and Robert McChesney (2004) as the new missionaries of corporate capitalism— has been accompanied by complex media processes such as media deregulation, privatisation, concentration, liberalisation, commercialisation and consolidation.The aim of this paper is to identify some of the consequences that global media processes and trends have had on audiences, journalists and the media. These processes do not occur in the same way in every media market and country, as each country behaves differently within the global media market. Many countries strongly resist the process of globalisation (of which media globalisation is only a part) due to the emergence of unification, uniformity of media content and the colapse of national media and other types of culture, knowing that this leads to homogenization. In systems in transition, such as our media system, there has been a disintegration of traditiona ly oriented state subsidised media. There is an explosion of advertising, and media companies are transforming into enterprises with a strong commercial character, often prioritising entertainment media content over educational content. The internet has played a key role in the process of media globalisation. Due to the emergence of the internet, the modern media audience is both creator and consumer of media content. Because the world is networked and anyone can create content that can become news delivered to everyone, professional and responsible journalism, which involves verification, analysis, and contextual connection, as we l as fulfi ling other factors that turn an event into news, is losing its significance.

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