as a socializing factor. The paper comments on theoretical material from different points of view. The author deals with the topic, whether the contemporary society is the media reflection or whether the media reflect the contemporary state of the society - its values. As media concentrate on profit, they make minimal intellectual demands on their consumers and produce products with minimal or no artistic value and often with violent and aggressive subject matters. It has also been pointed out at positive media influence on society - mainly in the sphere of education, information and entertainment. Media contents are the products that can create diverse subcultures - especially among young people and that was the reason why the thesis has been dealing with the topic of influence of mass media on the youth.