title: COMMUNICATION AND MEDIA OF THE 21ST CENTURY: EDUCATIONAL AND PROFESSIONAL CHALLENGES
abstract: After a critical review of the existing theoretical interpretations of the role of the elements in the communicative chain, already explicit in the writings of Lasswell, Schramm and Merton, in the article is argued the introduction of the topos in the whole process of perception and interpretation of the media message.The specifics of the topos can enrich the perception of the media reality and can determine its further internalization in the minds and behavior of the individuals and the audienc