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society,themakerssubmittotheneedsofproducerswhosupporttheirproduction
throughthesaleofadvertisements.Assoonasacountryacceptscommercial
modelofbroadcastingitisimmediatelydrawnintotheprocessofcultural
transformationtodependenceinwhichthevaluesofconsumersocietyruleover
traditionalmotivationsandalternativevaluepatterns.Inthisprocesstheindividual
aremoreandmorepulledintotheglobalsystemofproductionofmediated
contentsandmessages.Theoriginsofvaluepatternsincludedinmediacontents
andmessagescanbemostoftenfoundinAmericanproduction.Asstandingin
oppositiontoprinciplesandwaysofculturalimperialismitispossibletodefine
radicalantagonisticattitudes.Thebasisforculturalantagonismistheapriori
rejectionofallwhatisunknown,foreignornon-traditional.Itradicalizesontwo
levels.Thefirstoneistheresistanceagainstarroganceandignoranceofmedia
imperialismwhichdamnsandunderestimatesallformsofmisunderstanding.The
secondlevelisthenon-acceptanceofforms,contentsandmessagesbecauseof
theirdecayinganddestroyingeffectsonoriginalcultures.Theseattitudescanbe
foundmainlyincultureswhichpreventsecularizationbyallmeans.Ithasbeen
connectedwiththeexportofwesternvaluesandwesternwayofliving.
J.Thompsonpointsouttherevivalandprogrammereinforcementofcultural
traditionsandtraditionalreligionsinthelastdecadeswhichcomesintoexistence
asaresultofreactiontoglobalizationconsequencesandmoreoffensiveimpact
ofmedia.Thankstotheuseoftheircontentsandmessagestherecipientsdeform
andre-evaluateoriginalvalues,modelsandvisionsmuchtothedislikeof
traditionalists.AccordingtoE.Farkašováthesubstanceofrefusingtheworld-wide
spreadunifiedcultureandthesubstanceofoffensivecounterpressureagainst
culturalaggressionmustbebroughtintoconnectionwithgradualawakeningof
individualcultures.Thisisseeninostentatiousmanifestationreturntooriginal
domestictraditionsandinemphasizingtheindependenceofculturaltoposasthe
mostimportantvalueandalsoinappreciatingofone´sownhistoryandhistoric
memoryorownreligion.
Thethirdwayofreactionisconciliatoryandcreativeevenintherelationto
apparentattemptsofcreatorstomanipulateorinfluencetherecipientsinanyother
way.AccordingtoJ.Laluhovátheeffectofmanipulationandprogrammeinfluence
mightbesmaller'thehigherthelevelofknowingtheeconomicbackground,
political
influence
and
other
factors
influencing
the
quality
and
nature
ofbroadcastedprogrammewillbe.'Thisisoneofthereasonswhytheclarity
ofprevioustwoalternativesisquestioned.Theconsciousandcreativeapproachof
individualstoofferedcultureandsignificantinfluenceofdomestic,socio-cultural
environmentistakenforgranted.Itre-evaluatescontentsandmessagesofforeign
cultures.J.B.Thompsonstressesthattheyadaptthemtotheireverydaylifeand
usedifferentsourcesinordertogivethemmeaning,reasonsandmakethempart
oftheirlives.Inthisprocessofappropriatingtheproducttheyoftentransform
itaccordingtotheirculturalneeds.Theverityandrelevanceofthisvarianthas
beensupportedbytheresearchesofT.LiebesandE.Katz.Inthe80softhelast
centurytheymaderesearchonhowtheknownTVseriesDallaswasreceived
amongdifferentethnicgroupsinIsraelandtheycomparedtheirreactionstothe
reactionsintheUSAandJapan.TheynoticedsystemdifferencesintheTVseries
interpretation.WhilethegroupofIsraeliArabsandMoroccanJewsstressedthe
importanceoffamilyrelationshipsfortheproperhierarchyworkinginthefamily,the
