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Abstract
The aim of this article is to look at the media culture created by the local media against a background of the global media culture in an educational context. An attempt was also made to answer the following questions: - what the media culture is? - what elements and factors do influence the formation and the specific character of functioning of the local media culture? - what is the significance of the local media in the educational process of the community of their recipients? - what is uniting and dividing the local media culture from the culture created by the global media? - what are the educational values of the local media in the time of globalization?