THE ROLE OF MEDIA IN THE FORMATION OF POLITICAL CULTURE

Abstract

This article explores the role of media in shaping political culture by clarifying how messages, formats, and distribution logics influence civic values, trust, and participation. The study relies on theoretical synthesis, comparative analysis, and discourse-oriented reading of media texts. Scientific novelty is articulated through an integrated model linking political culture indicators to mediatisation drivers, emphasizing how agenda setting, framing, and digital feedback loops operate across institutional contexts