ULOGA INTERNETA U PRUŽANjU MEDIJSKIH USLUGA

Abstract

In the paper, the author suggests that the emergence of the Internet as a global network that exceeds spatial and time limits has accelerated and qualitatively changed the way media services are provided. While grass-media outlets such as radio, radio and even television have been slow to develop their media offerings, The internet has accelerated this offer and made it more diverse and accessible to more users, especially middle and younger ages, who are more understanding and understanding. Unlike earlier times, the amount of time it takes to provide a media service to audiences has been reduced to a minimum. The speed of technoloc development leads to a complete service at a time, from portals, to video on the substew, podcasts, video sharing platforms, etc. The world of media exclusivity has long been the same. The media communication on the market is two-way, and the information comes from a variety of sources that aren't always easily verified. A citizen becomes a participant in the online space and online marketplace with a single click on a computer or mobile phone screen. Internet platform owners are racing to find a better business model for themselves, managing to gradually suppress traditional media from the media market. These days, modern societies are affected on two levels. The first is political and the second is economic. Democratic institutions and freedom of expression are threatened by the emergence of malign intelligence, misinformation and disinformation, which affects the quality of electoral prostitution and the work of political institutions. The essence of democratic tissue is in serious danger. The economic aspect is reflected in the construction of a special click-based online model, in which internet businesses create challenges of competitiveness, fairness and opportunities to enter markets, as the main online platforms more or less control the ecosystems of the digital economy. The media service market is experiencing a deep "platformization," making the internet platform a dominant infrastructure and economic model in the media sector. An important role in both of these pro-öes, political and economic, has etho-chambers, i.e. algorithms for monitoring the behaviour of internet users. The media ecosystem is becoming more viral and less realistic. This gives science research these phenomena the characteristics of a thought experiment or paradox.