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Reference

Review of the monograph Masmediji (Mass Media) by Ms Sandra Veinberg, published in the daily newspaper Diena 
June 27, 2005

Mass Media as a Technology of Culture and Communication
By Inese Spīča, Dr. Econ., University of Latvia

The author of the monograph, Ms Sandra Veinberg is a professional journalist and scientist working both in Latvia and Sweden. Thus her research in the field of mass media is well-grounded and based on a wide range of bibliographic sources used for analysis of the media. The book is mainly based on the specific literature on media published in English, Swedish, German, French and Latvian. The authors of these books and scientific articles are well-known media experts. Thus the latest reflections on mass media are now also available in Latvian. The author has succeeded in combining opinions of the world-leading experts with her own personal experience and views on the field of mass media.

The author provides a historical explanation of the origin and nature of the Latvian term "masmediji" (mass media), and is convincing in proving the necessity to use this term in the Latvian language. An analysis of media as a technology of culture and communication is provided in the book; establishing mass media as an integral part of the modern society. The author shares her rather critical views on different adverse developments in the journalism sector in Latvia, mainly related to the issues of the transition economy, and offers solutions to these problematic issues.

The contents of the book, as established by the author, is logical and allows to familiarise oneself with the key aspects of the mass media theory, history of media development in the world and in Latvia, shows the diversity of the mass media, interactions of journalism and journalists, provides a characterisation of the mass media audience and forecasts for development of the media. The author draws a comparative analysis of the mass media operations in Latvia and Sweden. The extensive number of examples from operations of mass media in Sweden and elsewhere in the world can also be used as an impulse for improvement of mass media in Latvia. Today every CEO, politician, culture activist and marketing expert has to understand the content of the mass media operations, its fundamental principles and role in our society.

Complete article Mass Media as a Technology of Culture and Communication is available in the daily newspaper DIENA, June 27, 2005.

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