Nor does control of the mass media ensure support for the controlling forces, nor for any mobilisation around their objectives, nor for the effective repression of opposition. Therefore, no longer governments or rulers are able to operate effectively, to control, censor, or to play the role of gatekeeper with regard to all communications networks at all times. Both alternate and parallel networks, which may not always be active, often function through political, socio-cultural, religious or class structures or can be based upon secular, cultural, artistic, or folkloristic channels. These networks feature a highly participatory character, high rates of credibility, and a strong organic integration with other institutions deeply rooted in a given society. The traditionally claimed high standards of public media performance and especially news reporting, have become eroded by commercialism and transnationalisation.
Journalists have to give in to the demand of viewer ratings and outside pressures.
The thin demarcation line between the political and media world has become even more blurred as a result of political marketing strategies and economic and political interest groups. Different and often contradictory logics are guiding public policies. At the level of the European Union, for instance, the telecommunications policy with an emphasis on liberalisation and deregulation differs from the policy recommendations in the broadcasting field where some measures could be interpreted to be protectionist. In general the EU-policies advocate total freedom to provide services across borders, and that, therefore, total liberalisation may lead to a future cultural synchronisation and economic oligopolisation of Europe. The theme of the conference will be reflected in a number of plenary sessions with invited national and international speakers from the academic, political and media world.