Socialization is generally considered the process of making individuals "fit" for living in society. To understand the specific social role of the media, their particular place among agencies of socialization, and the real possibilities of a democratization of mass communication, the question should be inverted to ask, "Who makes the media 'fit' for what society and how?" In essence, the questions are how best to fulfill the collectively transmitted social interest in the field of mass communication through social management bodies, or how to make these bodies independent and responsible; and also how to use the positive experience of the democratization of mass communication in the development of western democracies, and how to develop new methods of actively integrating the population into the communication processes themselves, as well as in their management and control. The opportunities that Yugoslav society provides for the establishment of social property and the development of self-management in the field of mass communication have remained to a large extent unused. Too much social energy has been used in creating the most perfect, comprehensive laws; too little energy has been spent in developing concrete instruments and mechanisms of socialization of the communication activity. (10 references) (CGD)