PL EN


2010 | 1 | 165-175
Article title

„Ponad” i „pomiędzy” (nowymi) mediami: użytkownicy w nowym środowisku. Studium przypadku kampanii reklamowej firmy Netia

Content
Title variants
EN
„Above” and „between” the new media: the users in a new environment. A case study of the advertising campaign of Netia
Languages of publication
PL
Abstracts
EN
The article presents the relations between particular media, developing as a result of convergence. The aim of the analysis is also determining mutual dependences between the media, their content and form of distribution, and their utilization. The analyzed environment reveals its intermedial and transmedial image, and makes us realize the continuously expanding communication possibilities. The case study focuses on the advertising campaign „Pierwsze Wolne Wybory na Twarz Netii” (The first free election for the face of Netia) realized between 11.05.2009 and 30.06.2009. The analysis is based on the most recent findings in the research on media convergence, also using the theory of literary analysis, and on the four laws of the media, i.e. the tetrad, formulated by Marshall and Eric McLuhan.
Contributors
  • Uniwersytet Wrocławski
References
  • Dowcipne reklamy Netii z Kotem, Adamczykiem i Różczką, http://www.telepolis.pl/news.php/www.tp.pl/grafika/newsy/2007-12/www.tp.pl/grafika/newsy/2005-09/news.php?id=14812&limit=1000 [5.09.2009].
  • Fornäs J. (2002), Passage across Thresholds: Into the Borderlands of Mediation, „Convergence: the International Journal of Research into New Media Technologies” nr 4.
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  • Lehtonen M. (2001), On No Man’s Land. Theses on Intermediality, „Nordicom Review” nr 1(22), http://www.nordicom.gu.se/common/publ_pdf/28_lehtonen.pdf [1.06.2008].
  • Levinson P. (1999), Digital McLuhan. A guide to the information millenium, London and New York.
  • Levinson P. (2006), Miękkie ostrze, czyli historia i przyszłość rewolucji informacyjnej, przeł. H. Jankowska, Warszawa.
  • McLuhan M. (2001), Prawa mediów (przedruk 3 rozdziału M. McLuhan, E. McLuhan, Laws of media: the New Science, Toronto 1988), [w:] Wybór tekstów, red. E. McLuhan, F. Zingrone, przeł. E. Wóżalska, J.M. Stokłosa, Poznań.
  • McLuhan M., McLuhan E. (1988), Laws of media: the New Science, Toronto.
  • Morrison J.C. (2006), Marshall McLuhan: The Modern Janus, [w:] Perspectives on Culture, Technology and Communication. The Media Ecology Tradition, ed. C. M. K. Lum, Cresskill.
  • Nikunen K. (2007), The Intermedial Practises of Fandom, „Nordicom Review” nr 2(28), http://www.nordicom.gu.se/common/publ_pdf/255_nikunen.pdf [23.07.2008].
  • Nycz R. (1995), Intertekstualność i jej zakresy: teksty, gatunki, światy, [w:] R. Nycz, Tekstowy świat. Poststrukturalizm a wiedza o literaturze, Warszawa.
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-cfc220f9-fb9c-4254-ab7a-6faa4a80792e
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