Abstract
De-westernization of media studies is an attempt to step out of the originally Anglo-American media communication paradigm, where mainly American theories and approaches have been widely used to explain global media processes and communication patterns. Moreover, there has been no clear theoretical conception made to investigate and better understand media reality and socio-political context of the Asian and Tri-Continent1 countries, not to speak of an overall lack of focus on the problematic relationship between media institutions and power structures.
The paper is focused on the introduction of basic issues which are steering many international scholars towards the task to de-westernize and internationalize media and communication studies. A major concern in the field of de-westernization studies is the research on audience reception of texts within certain everyday cultural practices, subconsciously memorized rituals, and media routines, since that is the platform where ideological features are embedded, reproduced and maintained.
Emphasized is the diversity of highly fragmented worldwide media audiences, specific ways of their reception according to specific socio-cultural contexts and the interdependence between communication systems and power structures in these contexts. Certain space is dedicated to the post-colonial discourse and the introduction of its basic theories, thoughts and thinkers.