Arts & International Affairs: Volume 2, Issue 1 | Page 105

of the mass media communication. The extension (Schulz ����) of cultural
information may take place online through websites of the established
media organizations.
Independent culture is influenced by the media and mediatized through
cultural activities (publishing, theater performances, film making, exhibitions,
etc.) which are usually communicated online. Cultural creativity is deterritorialized,
organized through projects, networked, and mostly virtual. The
social position of cultural workers is not quite transparent. Communication
depends on the interested public and may be quite restricted to the particular
groups. The presentation and mediatization of this type of culture depends
on the virtual and networked individual communication much more than
on the institutionalized mass communication media. It is not submitted to
the established professional standards, but rather follows creative interests
of either educated or devoted public. Such communication may be quite
flexible and open as it is only occasionally included in the processes of
professional mediation by critics or the institutionalized media. This type of
mediated communication provides for new values and highly individualized
inspiration. It may be expressed in new productive efforts inclined toward
the mediatization of cultural creativity.
Market-oriented culture uses the inspiration for cultural creativity and cultural
products (that come from either institutional or independent culture) to place
them on the market. This mostly takes place through the creation of cultural
events, popular concerts, or popular performances. The cultural products may
be re-packaged in order to become easily consumable. The communication
of the contents and events within this cultural type are generally virtualized,
and may be mediated through the TV, radio, and products of the cultural
industries. The cultural production and consumption within this cultural
type is clearly territorialized (in public premises, city squares, TV studios,
etc.) but it nevertheless reaches large audiences. The mediatized cultural
communication is largely shaped by, and oriented toward market logics.
The Croatian culture has been diversified according to the production,
distribution, consumption, the use of cultural products, and the specific
mode of cultural communication developed through the distribution and
consumption. The presence and the role of the media depend at the same
time and equally on their character and the general interests of specific media
in cultural themes and issues. Moreover, the cultural production and cultural
communication shaped by various media interact to generate mediatization
processes. These are related to traditional mass communication abilities
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