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Auksė BALČYTIENĖ and Aušra VINCIŪNIENĖ
EDITORS’ INTRODUCTION: HOW TO DEAL WITH UNCERTAINTY IN MODERN COMMUNICATIONS Auksė BALČYTIENĖ and Aušra VINCIŪNIENĖ The primary goal of this issue is to broaden our understanding about the scope and characteristics of diverse challenges that media is facing in rapidly changing economic, technological, social and cultural conditions. The scale, the scope and the speed of change that our societies are going through are indeed striking. We live in the times of diverse transformations, crises, devaluations and disillusionments. Our closest surrounding realities are becoming very ambiguous and uncertain. We do not have adequate social models and metaphors that could explain the consequences of changing economic conditions, technological influences and new social relationships have on how we communicate, whom we trust, what we relate to and who we keep in close touch with. The questions that scholars and professionals encounter in the fields of contemporary media and communications are facing very similar uncertainties. Media and journalism must be prepared to address the requirements of the new modernity. Contemporary media must develop new forms, it must offer audiences individualized access, design and sustain social relations, offer networking experiences and guarantee choices for consumers. At the same time, no matter how inspiring and liberating these new communicative practices may be the consequences and effects of these changes and their impact on the quality of democracy is still questionable. Editors’ introduction: How to deal with uncertainty in modern communications