Abstract:

Mass media does not consist only of complex technology, but it also consists of complex organisation – which represents a communication channel. The good educational curriculum which is created for journalist education or media management teaches students to analyse and critically understand media messages. Moreover, the curriculum enables students to create media contents, to indentify sources of media texts (their political, social, commercial and cultural subtexts) and to interpret messages and values. The curriculum helps students to chose suitable media for communication of their messages or stories in order to reach their target group and to create and strengthen the necessity for approaching to media as creator, and not only as non-critical consumers.
An internal faculty magazine is an educational laboratory which enables students to practically apply theory and to get very quick inside into concrete effects of their work. Students acquire knowledge and skills necessary for selection, creation and launch of information. Thus, students learn how to set high, but at the same time achievable goals. The whole procedure is an iterate process because every embarking into the unknown inevitably includes mistakes from which can be learnt.
The internal faculty magazine contributes to change of the way of thinking and behaving in an educational institution and its surroundings.

Keywords:

Mass media, internal magazine, changes, learning laboratory, organisation.