VALORIFICAREA CAPITALULUI UMAN ÎN INDUSTRIA MEDIA

Abstract

Philosophers, aestheticians, historians, psychologists, and sociologists have analyzed the creative processes, developing theories and methods of knowledge and valorization of these processes, for human purposes. In the post-humanist era, they are overcome by the mass-, hybrid character of artificial intelligence-assisted creation, which permeates more and more vehemently into social life, forming new industries and markets. Thus, social and human development is embraced of phenomena that interact and produce turbulent effects which threaten the essence of the social environment - human being as a rational living being, a product of culture. Among the new industries of the digital age, media industry has an important place, as it ensures communication and generates beliefs necessary to promote consumption in the free market, and growth of economic capital. However, Economic Capital cannot exist outside of Human Capital, which appears and unfolds, in its turn, based on human resources. The latter represent the creative elements which form concepts, showcase willingness and actively implement conceptual ideas, influencing the effectiveness of the use of all resources: material, financial and informational. Through his/ her intellectual structure, through feelings, mentality, culture, motivation, desires and especially through self-awareness, the owner of human capital can prevent or, on the contrary, stimulate an action. Thus, intelligent growth, beneficial to sustainable social development, favors continuous professional training, which has become a strategic priority of the European Union. The resources of media industry are based on the human capital which forms knowledge and beliefs among the general public, but the media industry, in its turn, can also be a producer of human capital