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HanaPRAVDOVA
UniversityofSs.CyrilandMethodiusinTrnava,FacultyofMassMedia
Communication
MULTICULTURALDIMENSIONSOFMEDIAPRODUCTION
Introduction
Thetermmulticulturalismappearsinthevocabularyofsocialsciencesand
humanitiesrepresentativesandpoliticiansinthesecondhalfofthe20
thcentury.It
isconstructedasaconceptlegitimatingandconfirmingthepluralityofcultures
existingnexttoeachotherorinacertainspaceofexistingdiversecultures.This
basisaccentuatestheidealaccordingtowhichdoindividualcultureshavetheright
topreservetheirownidentityrestingonasetofparticularvalues,norms,habits,
beliefsandattitudes.Individualsandatthesametimemembersofacertainsocial
andculturalwholeacceptthemandfollowthemastheyaredecisivefortheir
attitudes,thinkingandacting.
AccordingtoZ.Slušnátheindividualculturaltraditionshave'own'ideal
models',specificlocationofculturaluniversalsinsemiosphere.'Thisfactproves
thatculturalidentityisrootedinculturaltraditionandapartfromthatalsohasan
integrationmissionbasedontheindividuals!senseofbelongingtoacertain
culturalwhole
1.A.Fischerovácombinestheculturalidentityphenomenonwith
nationalidentity.Severalfactorsparticipateincreatingthecoreofnationalculture,
suchaspictures,symbols,'historyandknowledgeaboutit,languageandits
development
and
codification
process,
the
need
of
self-presentation,
communicationwithother,etc.'
2Theideaofmulticulturalisminsistsonpreserving
anddevelopingindividualculturalidentitiesandatthesametimeitspeaksabouta
tolerant,understandingattitudetootherculturesaswellasaboutelementsof
inspirationinindividualculturesforthedevelopmentandacculturationprocesses
ofothercultures.
Thegoalofthestudyistopointtotheimpactsofmulticulturalcommunication
withinthecontextwithacculturationdeterminedbytheactivityofmultinational
mediaproduction.Fromthispointofviewwedescribeandanalyzetheconceptof
multiculturalismandacculturationprocesseswhichinanimportantwayactivatethe
currentglobalizationandglocalizationstrategiesofmediacorporations.Both
strategiesofpenetrationofothercultureselementsprovokediversereactionand
changesofculturaltoposinindividualnationalsocieties.Ononehanditispossible
toobserveanunconditionaltakeoverofelementaryculturalelements,ontheother
handitistheirapriorirefusalandmoreover,thereisthepenetrationand
acceptanceofvariousinterculturalfusionsandhybridculturalelements.
1M.Piscová,Kniektorýmpoznatkomsociologickéhovýskumunárodnejidentity,(in:)V.Bačová,
Z.Kusá,Identityvmeniacejsaspoločnosti.Spoločenskovednyústav,Košice1997,s.91
2A.Fischewrová,Multikultúrnosť,interkultúrnosťatranskultúrnosťcezoptikudej.nnárodnejkultúry
akultúrnejvychovy,(in:)MULTIKULTURALITA,INTERCULTURALITA,TRANSKULTURALITA.ACTA
CULTUROLOGICA,Bratislava2001,s.139.
