Omul foloseşte azi mass-media nu numai pentru a afla „ştirile zilei”. Spre exemplu, televizorul, o dată pătruns în locuinţă, răspunde unui spectru mult mai larg de trebuinţe spirituale, el dimensionează şi redimensionează continuu universul de cunoaştere al receptorilor prin mesaj audiovizual de tip publicistic sau artistic, transmiţând cunoştinţe; influenţează sau determină opinii, concepţii, convingeri, atitudini, opţiuni, acte comportamentale; facilitează (sau, dimpotrivă, îngreunează, când este folosit manipulator) înţelegerea unor fenomene şi procese din realitatea înconjurătoare; în sfârşit, acţionează ca un factor esenţial în formarea gustului artistic la scară de masă. Simpla enumerare a acestor direcţii de acţiune (cu precizarea că ele sunt mult mai numeroase) sugerează deschiderea impresionant de largă spre domenii esenţiale ale spiritualităţii. Ne aflăm, aşadar, în plină zonă de interferenţă cu problematica culturii şi cu acţiunea tuturor instituţiilor sociale ce funcţionează pe tărâmul culturii, instruirii, educaţiei, vieţii spirituale în genere: şcoala, familia, reţeaua instituţiilor de spectacol, creaţia artistică sub toate formele ei, biserica etc. Cele trei ipostaze culturale ale televiziunii: 1. Audiovizualul – difuzor de cultură. 2. Audiovizualul – creator de cultură. 3. Audiovizualul – depozitar (păstrător) de cultură.
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