DETERMINATION OF SOCIO-CULTURAL PROCESSES INTO THE MEDIA AND THEIR IMPACT ON SOCIETY

Social relation is the one of the most important part of communications between people. It is a part of culture, which is growing and has very interesting meaning. Social relation like a system of many symbols has an independent power. Each direction of mass communication system uses many codes: language, sounds, visual things and films. By using these messages, they can give some necessary information to people and influence to society. Media d"iscourse" is important for both what it reveals about a society and for what it contributes to the character of society. After decoding, messages execute a specific function; they influence society and finally, as a public institution, determine the level of the cultural and social processes with the communication languages. In the basis of creation of any kind of information, some cognitive systems use together with language other semiotic codes, so-called ideologies. French structurologist Claude Lévi-Strauss (1908) thought that social life events such as art, culture and religious have gotten the basis of the same nature. Culture relativism, defamiliarization by cross-cultural juxtaposition and the communication language are tools, which help to deliver culture as the knowledge system from the past to the future and various actual issues including "mental landscape without time".