Interdisciplinary theory of media and human emotion in collective semiosis

Thesis conceptualises the artictic and activist practice of tactical media as a place of convergence of media, activism, technology and art field, emphasising their place within the discourse of art theory and history.

This thesis is, in its theoretical part, focused on the concepts describing questions of normative theories of the press, public sphere and current journalist's position within the media organizations. Research part examines the factors influencing editors and their normative ideals about journalist profession. Through qualitative research we found the conclusions which represent personal, organizational and external factors influencing their work.

Multimedia communication arises as a theoretical issue according to the constant and fast progress in information and communication technology evolution. In relation to the process of digitalization, there are made a new instruments and possibilities of communication that integrate a lot of new and also standard approaches. Focus of the public and both the producers is directing mainly to the technologies and tools. Theoretical framework that predicts the impacts and advices effective using in society context retreated into the background of interest. It is going to start massive expansion of technological instruments without the general know-how of parameters of its using and without the importance in whole society contact. Literacy in this way is a key to effective information design which allows us to communicate the message we want to in the way we want to. This document deals with issue of analysis actual state and synthesis of the basics that are important for the development of theoretical base. Main goal of this base it to support effective production of multimedia content thru identifying elementary principles that affects the transfer of message by multimedia. In the process of multimedia communication is happening that the initiator is separated from the message and has no possibility to manipulate with it during the process. So it is very necessary to act consciously and qualified during the formulations and coding to media to avoid bad reinterpretations and so that message will be resistant to the disruptive effects.