Cultural Heritage as a Mass Medium
Cultural heritage can be perceived as an inimitable and highly original type of information (in the broader context of communication), and thus from a certain point of view as a medium. In the long term, cultural heritage can be viewed as a means of communicating the social identity of a community and a person, in the short term it can be a means of communicating various goals – in addition to cultural or educational, also marketing, political, and cultural heritage can be used/abused as a propaganda tool.
Communicated “cultural heritage links” are inadvertently/intentionally implemented in various media products, including film production, in the form of various themes and in various formal designs. In film production, we can record a whole range of elements of cultural heritage, which the recipients also evaluate according to cultural, national and ethnic affiliation and create a relationship and build an attitude towards the works on the basis of various codes (verbal, sound, visual, cultural).
Cultural Heritage. Cultural Identity. Film. Ideology. Media Product. Propaganda.
ORBAN, K., PITOŇÁKOVÁ, S.: Cultural Heritage as a Mass Medium. In European Journal of Media, Art and Photography, 2022, Vol. 10, No. 2, pp. 70-78, ISSN 1339-4940.