C o-regulation has mainly developed in relation to the Internet as a media platform, and concerning specific themes in relation to protection of minors and advertising. I n essence, the main examples of co-regulatory trends in the media sector that emerged from the questionnaire are those that involve RAs. A
s the use of new technologies develops, and as RAs await the final shape of the AVMS Directive, it is apparent that both competences, and discussions on the need to extend cooperation with SRBs, and develop CRBs will increase. O f interest is the fact that the next round of updating media legislation will start very soon. M any Eastern European countries and several EU member states are drafting, discussing or planning to draft media bills, and several are already in place. How these laws will interpret and implement the AVMS Directive, best suit the national structure and needs, and how the authorities choose to implement the regulation whether with or without co-regulatory processes remains to be seen.
Conclusion
Upon the estimation of different powers influence on mass media, opinions of the interrogated within the research representatives of mass media divided approximately into fifty-fifty. About third of them noticed that mass media were largely influenced by the proprietor, about 40% of the respondents noted that the greatest influence was rendered by the authorities.
Characterizing such influence, journalists marked it to be more likely negative, since the authorities and proprietors usually set limitations to journalists and editors in a choice of themes and freedom of events description. Editors also specified that business as the principal advertiser imposing its conditions, increased its influence on mass media, in this connection mass media had to limit publications because of concerns to lose earnings from advertising.
At the same time, the interrogated respondents considered that the least influence on mass media was exerted by the editor who, as per their opinion, extremely rare defined a policy of the edition. Part of the interrogated respondents specifying that influence on massmedia is rendered first of all by its proprietor, mark it as the positive factor, since it is his function to establish and maintain partnerships with the authorities and business, and it is the proprietor who works as a kind of shield protecting the edition from attempts of external pressure.
With the appearance of new technologies, approaches in developing web data, the Internet is getting dramatically attractive to the people from different walks of life in terms of getting updated on events, reaching the audience and getting their feedback.
In fact the Internet has turned to a multimedia source that enjoys texts, pictures, audio and video. These features are true for both professional mass media sites and those which many people develop together. They are called Social Networking Sites.
The Internet is becoming extremely reaching and accessible due to advanced gadgets, computers and applications. They provide new dimensions in news updates, business and social communications, education, political marketing and lots more.
In the past it was an organization who would deliver information on its website and the public had to be consumers only. Nowadays with the help of Social Networking Sites [SNS] the 'consumers' are becoming 'sellers' too. Everyone can develop the information he/she likes and thus be a part of a large mass media community.
The internet is wide open, and the possibilities are so exciting! So many artist with no outlet are now expressing themselves, and since theoretically the entire world has access, the potential to cross cultural boundaries, to redefine understandings of different societies through this medium, the internet could be the biggest and most important thing to happen to the human race in a long time.
A lot of societal hatred and bigotry has been perpetuated by the control of media by a few people. Look at North Korea, for example. The government controls the media absolutely, and I guarantee you most North Koreans think of the western world with hatred and fear. A lot of the hatred in the middle east can be traced to the perpetuation of stereo-types by the government controlled media. If everyone has access to other cultures without the filter placed on them by governments and corporations, just think of the possibilities…
Personally I believe the internet is about the most important development in communications since, well, probably up there with paper, ink, and mass production from printing presses.
It’s going to change our lives.
Information, and technology, when the two, hand in hand, advance at a pace that empowers millions of people, then the institutionalised traditional forms of media can get left behind.
With the internet you can have text, audio and visuals. In the next few years we will gradually be able to do more and more on smaller more powerful devices.
The way we watch the way we listen, talk, decide, inform ourselves, all could be fundamentally changed by the internet.
There is the potential for a whole new way of life for the generation that grows up taking the internet for granted.
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See in particular: Co-Regulation and the Audiovisual Media Services Directive (AVD) paper available on the EPRA website.
Programme in Comparative Media Law and Policy (2004) Self-Regulation of Digital Media Converging on the Internet: Industry Codes of Conduct in Sectoral Analysis. Oxford, 30 April 2004. Available under:
http://pcmlp.socleg.ox.ac.uk/text/IAPCODEfinal.pdf
Hans Bredow Institute/ EMR (2006): Final Report. Study on Co-Regulation Measures in the Media Sector. Study for the European Commission, Directorate Information Society and Media. Unit A1 Audiovisual and Media Policies. Tender DG EAC 03/04
Contract No.: 2004;5091/001−001 DAVBST. Available on the EPRA website.
