REGARDING THE CULTURE OF MULTI-ETHNICITY AND COHABITATION IN THE WESTERN BALKANS...

The media, an inseparable part of daily life, influ-ences the thoughts, behaviour and attitudes of mil-lions of people through the transmission of cultural images such as music, themes and visuals, has suc-ceeded in reaching the masses with an attractive form of presentation and in a sense, has incorpo-rates - almost immediately in the world of today - universal truths and developments into the lives of individuals with pictures and sounds, reporting on events and people, allowing individuals to in-ternalise the images presented and has become a point of reference in social life. Together with the development of modern technology, media of mass communication and in extension, media channels, have transcended national and cultural boundaries to reach the masses. Developing in the second half of the 20th cen-tury, the television, as one of the most effective mass communication media of the modern age, has combined sound and images to create a technical medium where culture is produced, transmitted, circulated and consumed and subsequently recy-cled to reach the target audiences, while in terms of the transmission of messages, the television has become the flagship of the media economy in com-parison with other mass communication media and channels. As the influences of globalisation have been felt upon the creative processes of film and serial in-struments and in the adoption and dissemination of strategic objectives, global cultural transmission is more varied, wider in scope and with more intense content than ever before. Furthermore, as a result of the constant development, regeneration and transformation of communication technology, we can postulate that television serial and film scenar-ios are a new form of marketing communication, as they are deeply intertwined with daily life and culture in the modern world. However, mass com-munication media gather groups of people with a common language and interest, causing groups to become communities. The role of mass communi-cation media in forming communities with com-mon characteristics and interests has developed in parallel with the development of mass communi-cation media. These communication media have negated geographical boundaries, forming com-mon ground for social relationships, while the im-portance of communication media has increased as the media reaches more isolated communities, constantly increasing the size of the masses. The experience of the world as cultural cosmopolitan-ism and the globalisation of the media through the simulation of metaphorical images in relation to the globalisation o