THE STRUCTURE AND INFLUENCE OF THE MEDIA SPHERE AND THE CULTURE OF INFORMATION DISSEMINATION
Keywords:
Media sphere, media structure, digital communication, information dissemination, media ethics, misinformation, media influence, media literacy, digital culture.Abstract
This article examines the structure of the modern media sphere, its
influence on public perception, and the culture of information dissemination in the
digital era. As media platforms expand and diversify, their role in shaping social
attitudes, political behavior, and cultural norms becomes increasingly significant. The
study highlights the components of the media ecosystem, the mechanisms through
which media affects audiences, and the ethical principles required for responsible
information sharing. Particular attention is given to challenges such as misinformation,
digital manipulation, and the decline of traditional gatekeeping. The article concludes
with recommendations for promoting media literacy, transparency, and a healthier
information environment.
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