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items has become not only an economic, but also a societal factor that influences the mcdias capacity to carry out its social functions and ensure high quality (McQuail, 1994:79).Thepriceofimagecreation\vill have the bitterest effect on the essential responsibili-ties of the media, common to the so-callcd serious joumalism. These include informing the society, i.e. prcsenting the news on events and social proccsses in the local society and in the world, disclosing polit-ical matters. encouraging progress and maintaining relationships, describing and clarifying issues and events, commenting and interprcting thcm. More-over, the media are responsible for sociali/.ation. for maintaining the norms of acknowledged authoritics and leaders. for coordinating separate activities, and for building rcconciliation and consensus while de-termining priorities. Lastly, the media should ensure continuity (in the arcas of cultural expression, rec-ognition of subeultures, and cultural development) and not only form but also maintain shared values. Meanwhile, secondary functions of the media, such as entertainment, which are cspecially common to the yellow press, are unaffccted by image-creation processes.

At first glance it may seem that the essence of the image creation value does not differ from de-lermining the price of any other good or service: in order to determine it one would have to analyze its components, evaluate the costs, and estimate the market dcmand. The course of such a process could tempt one to fali for the illusion that the price for image creation is paid only by those desiring to have a good image. However, an image (reputation or a good name) can be sold to the society only in the presencc of the ones responsible for spreading news

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