Personal Identity and Mass Culture

Abstract

Personal identities in Kosova, too, are created through the influence of the mass media contents. Ample and assorted technology-communications systems have facilitated the convergence of personal and collective relations in the social and cultural aspects. In addition, the personal identity has been tempted by the factors leading to the virtual shape. Fixed, retouched, and artificial identities created in a virtual environment through the mass media enhance the game of the cultural roles that are incompatible with the real life roles. The roles do not give but rather get from the public the un-systemized cultural energies and then pass on that power mainly to corporative representatives, which manage it by acquiring the public.