Abstract
Development of communication is closely linked with the development of technologies that allow, or at least make the process of transfering messages easier. Communication is currently based on the use of both technological innovations and well-established means.
According to this, printed and electronic media can coexist together. The development of media in the last decade of the 20th century, but especially in the first decade of the 21st century was influenced by commissioning and subsequent expansion of the Internet.
These changes have been of course influencing journalism since then. The impact of new media on journalism increasingly becomes a scientifically researched phenomenon.
This sub-branch of the media studies is marked by the need of flexible adaptations to the rapid development of technology, which brings the using of unstable terminology, the different research approaches, but also the using of different theoretical bases as starting-points. A diverse theoretical support is offered to researchers, whether based on the so-called dominant, or, conversely, on the so-called alternative media paradigm.
As one of the possible solutions, the concept of media logic offers an acceptable guideline how to comprehensively cover the widest range of new media‘s impact on journalism. The aim of this contribution is to introduce this concept and present a summary of the possible ways of making a research theoretically based just on the concept of media logic.
Possible research pitfalls are also mentioned.