The West versus the East. Th ese two parts together make the world. The values of these two separate civilizations, which have up to now been so diff erent, are merging together as diff erences and distinguishing characteristics diminish. We therefore tend to discuss civilization dialogue as if it is a category of general spiritual values. As part of globalization the process it is logical that policies are pursued which aim to preserve national, ethnical, local, national, governmental and popular identities and peculiarities. Preserving and developing national identities is one of the key preoccupations of globalization. Th e history of civilization is developing. In spite of this development, however, equality has not been achieved, and the battle to decide winners and losers continues. In some areas the West is regarded as being ahead of the East, and in some cases vice versa. Th is is a natural phenomenon, however it is not a process with a single outcome. It has secondary purposes. The process of globalization in which Western and Eastern civilizations intersect with and civilize one other makes them unite. Th is phenomenon is not necessarily detrimental but has negative consequences. Scientifi c research has shown that ‘human equity is based on the fulfi llment of two diff erent origins – the West and the East.

In reality of getting stronger infl uence of shaping the cultural and civilization mass-media image, human studies are facing new challenges. It is observed that the mass-media are trying to replace some of the sciences, namely the political science. In the practice of cultural life, we can notice the blurring of the borders between mass-media knowledge and actual science. The media commentary of political life is trying to become a research work. The marginalization of the methodology research in the political science leads to deformation of its own science creation. In the scientific recognition of socio-political reality, the methodology is responsible for creating theories, based on defi ning terms, methodological knowledge ordering, explaining and interpreting the knowledge according to particular rules, models, paradigms, etc.