INTERACTIVE MEDIA - THE END OF MASS-COMMU NICATION

Currently, the vision of an interactive media system is causing a worl d-wide sensation. Global computer networks have developed by means of the connection between telecommunications and data-processing, which e nable everyone who has access to these networks not only to receive bu t also to send an unlimited number of messages. The protagonists of th e ''new media world'' are predicting that in the future the previous ' 'one way'' system of mass communication (i.e. television, mass press, etc.) will be transformed into a ''many-to-many-communication system.' ' It is argued, however, that this vision fails to take into considera tion the role of the mass media within society. In modern society the mass media perform not only an integrative function but also enable in dividuals to form opinions and beliefs. In as much as these functions are peculiar to mass communication, the interactive media will not be able to replace them, but will offer new possibilities of communicatio n which will continue to further differentiate the existing media syst em.