Today in the sphere of mass communication we can observe the coexistence of two models of knowledge. The first is the expert model (connected mainly with mass media), in which a broadcaster is responsible for the knowledge that he broadcasts and he has also institutional authority. The second is the collective wisdom model, in which there are many anonymous (in most cases) broadcasters and every one of them has some knowledge about a small fragment of reality. The interactive medium allows them to make the synthesis of this knowledge. More so than in the first model it concerns also the common knowledge, which is realized in everyday practices. Both of these models are present in the computer mediated communication. The authoress' attention focuses mainly on the collective wisdom model because this is the new model in the sphere of communication. The purpose of the article is the analysis of the social causes of growing popularity of the collective wisdom model and also the review of many different theories concerning the manifestation of the collective wisdom model in the internet (e.g. 'connected intelligence' by Derrick de Kerckhove, 'smart mobs' by Howard Rheingold, 'collective intelligence' by Pierre Levy, 'wisdom of crowds' by James Surowiecki, 'clickstream' by John Battelle, 'bazaar' by Eric S. Raymond, and also the phenomena of folksonomy and Web 2.0). It also examines the relations between these two models in the internet. .
Mass media, as a generally available means of transfer, have the possibility to influence human personality, because of their diverse program themes. Natural scientific films are nowadays really popular to watch. Animal lifestyles are shown in them in a natural way. It is interesting, surprising, intriguing, and shocking. They generate a whole spectrum of values, attitudes or behavior types, which not always have a positive effect on the human psyche. They also evoke emotions which are dysfunctional, like fear, sadness, hatred, or anger. In present days also another type of influence caused by these films has emerged, and that is therapy.
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