ABSTRACT
This chapter argues that, among non-state MAIs, the most powerful tools for enforcing media accountability in Slovakia are those instruments outside journalism with a low degree of institutionalization (online tools). However, use of these instruments does not assure any impact. Journalists need to be underpinned by previous experience in journalism or public relations and well-thought out use of new social media. Furthermore, their full independence is rather difficult to sustain financially. In contrast, the MAIs outside journalism with a high degree of institutionalization contribute very little to media accountability in Slovakia. This can be seen as a paradox. The explanation can be found, on the one hand, in the low quality of journalism and media education and research, and on the other hand, in the rapid development of new online technologies that make the impact of an individual in monitoring and checking bigger and more immediate.
