Conquering the world market has become the main goal of media oligarchy who do not advocate democratization and integration, but within the process of cultural imperialism through their program they promote cultures of developed countries. In a global environment, postmodern media simultaneously become part-takers, creators and distributors of events promoting entirely the appearance but not the content and meaning of the transmitted message. Global communication has changed the space/time paradigm, and the lack of compassion and interest of the audience from the ‘center’ for the events at the ‘periphery’ have created not only a sense of ‘safe’ viewing of news outside the zone of danger but also the lack of empathy. Unlike traditional perception of reality, the aesthetic illusion is newly produced media reality affects confusingly the audience which can no longer distinguish between fiction
and reality, and truth and manipulation. Transformation of international into global communication arising from the development of technology, has changed the way
networked users communicate and introduced them into an interactive, multimedia virtual world that has accelerated the flow of a large number of information that is available to the global audience. Thus, the process of convergence of international communication and informative-communicational technology enabled individuals to emerge from the framework of national states, to participate in democratic communication and become subjects of global communication, and depending on their individual abilities, level of media literacy, motivation and search methods, can explore the layered structure of the Internet. The active individuals, by taking on the role that previously belonged to journalists, within the framework of civic journalism, the concept in which the mass media actively participate in collecting, reporting and critical review of news, post comments and multimedia attachments and thus share with journalists the role of “guardian of information” that once used to be the journalists’ exclusive role. Benefits of new media are also used by journalists involved in institutionalized communication centers, fostering contacts within their own web
community, taking on the role of a multimedia storyteller who designs and presents media content in different formats. The aim of the paper is to by using describing and comparative methods points out the similarities and differences between international and global communication in an aestheticized, media-produced reality, with a special emphasis on the impact of propaganda and the importance of the idea of global understanding which with the development of a global public sphere comes at the center of interest. Different approaches to the limitations of the Internet’s role range from reflection on inequality of participation in global dialogue, language barriers, the availability of extremist groups abusing freedom of information, through denial
of the development of cosmopolitanism on the Internet, the role of the state in regulating internet communication, to great differences in conditions for work, property condition, knowledge, skills and knowledge of languages within states. It is concluded
that there are serious obstacles to understanding in the virtual space in conquering global publicity, developing dialogue and pluralism, because, contrary to the idea of understanding and tolerance, there is manipulation, propaganda, language of hatred,
nationalist discourse, and censorship on the Internet. However, except for limitations, there are also advantages offered to Internet users in the sphere of market integration, globalization of entertainment, fast and easy transfer of ideas, cultures and labor, as well as in the field of migration and tourism. (Освајање светског тржишта постало је основни циљ медијских олигарха који се не залажу за демократизацију и интеграцију, већ својим програмима у оквиру процеса културног империјализма промовишу културе развијених земаља. У глобалном окружењу постмодерни медији истовремено постају актери, креатори и дистрибутери догађаја промовишући изглед, а не садржај и значење поруке коју преносе. Глобално
комуницирање изменило је парадигму простор/времена, а нестанком саосећања и интересовања публике из ‘центра’ за догађаје на ‘периферији’, дошло је до стварања осећаја ‘безбедног’ посматрања вести ван зоне опасности и одсуства емпатије. За разлику од традиционалног поимања стварности, естетски привид односно новопроизведена медијска реалност збуњујуће делује на публику која више не може да оцени шта је фикција, а шта стварност, шта је истина, а шта манипулација. Рад има за циљ да коришћењем дескриптивне и компаративне
методе укаже на сличности и разлике између међународног и глобалног комуницирања у естетизованој, медијски произведеној стварности са посебним освртом на утицај пропаганде и значај идеје глобалног разумевања које долази у средиште интересовања са развојем глобалне јавне сфере. Закључује се
да постоје озбиљне препреке разумевању у виртуелном простору у освајању глобалног публицитета, развијању дијалога и плурализма, јер насупрот идеји о разумевању и толеранцији, на Интернету је присутна манипулација, пропаганда, језик мржње, националистички дискурс, цензура.)