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Abstract This paper addresses the research of digital media users' attitudes towards digital storage and online mediated memory. Digital storage leads to the replacement of analog information by computer numerical coding and dematerializes media text and photos by converting data from analogue to digital. Main foci are on the examination of the digital media users’ behavior in relation to the sharing of their own memories and culture, as well as their relation to the possibility of creating joint memories, common identity and collective culture. The paper also points to a culture of forgetting that accompanies the process of memory mediating. Keywords: collective culture, common identity, computer numerical coding, digital media, digital storage, memory mediating, users’ attitudes
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... Internet users expect immediate and detailed coverage of events from the media, and the Internet has raised these expectations to an even higher level and enabled the public to react and express their views on various issues, ie to share with others whether they like what they learned or not [1]. Digital media, with their interactive function, enable their users to produce and reproduce content [2]. Along with digital development, new technologies have created an opportunity for digital influencers to take over the marketing space from brands through electronic word-of-mouth communication (eWOM) [3]. ...
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New media is focusing on new technologies and digitizing their content which has both good and bad effects, that individuals and society as a whole, are exposed to. Digitizing intrapersonal communication brings about simultaneous digitization of culture and society. Technology, besides a plethora of its undoubtedly good features, also demonstrates the negative effects underpinned by the 'migration process' of individuals to virtual spaces, that are contributing to the transformation of existing culture into virtual culture. Culture in transition to the digital age is transformed into a culture of forgetting and is faced with the interruption of continuity of the role an individual plays in preserving of the existing traditional cultural values. The aim of this paper is to present the views of respondents who are using virtual social networks on the culture that is being created in a virtual environment and their attitudes about whether virtual networking leads to the changes in their relation to traditional culture and social relationships in the real world.
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