Cultural Heritage as a Mass Medium
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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).


Key words

Cultural Heritage. Cultural Identity. Film. Ideology. Media Product. Propaganda.


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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.