Media Globalisation and Desacralisation of a Journalist’s Image

Abstract

The media is becoming the main source of information about the surrounding reality in the digital environment. In fact, they shape the reality. They become a powerful instrument of influencing mass consciousness through symbols and values. The media industry, information consumption practices as well as the role of a journalist are changing in the context of new media. The results of the survey (n=750) have shown that the younger generation trusts information posted on social networks and does not distinguish the professional work of a journalist from the activities of bloggers and citizen journalists. In addition, the boundaries of social and psychological roles between an author and a user are vanishing, the differences between statuses are faded, and professional values of journalism are undergoing changes.