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EN
The article is an attempt to carry out a short analysis of the content of the so-called gossip media (nocoty. pl, plotek.pl). Referring to the basic assumptions of semiotics and semiology, the author attempts to reconstruct the discourses functioning in popular culture texts. The main theoretical background for the article is provided by the discourse theory as approached by Michel Foucault.
EN
The paper is an attempt to reconstruct the identity and self-description of bloggers on the basis of an analysis of their presentations in tabs like “About me” on their blogs. The reconstruction is carried out in the context of the identity and self-description of the journalistic profession. Its basic goal is to answer the question about the relations between journalism and blogging, especially in the context of the ethical framework of the journalistic profession and its social functions. The author concludes that these identities — of the blogger and the journalist — are fundamentally separate.
EN
The text is an attempt to analyse the problem of the image of health care system and its personnel (mainly doctors) in the context of communication. Author shows that the basic question in the context of doctor–patient relationship is the question of reliance and trust. Reliance is consequently the matter of communication, so the better communicative competences the doctor has, the bigger is the trust of patients form him/her.
EN
Karina Stasiuk-Krajewska analyzes publications of “Nasz Dziennik” and presents basic elements of media and journalism’s self-description strategy in the analyzed texts. The main mechanism of the strategy is negative delimitation in context of the so-called mainstream media. The basic function of the strategy is constructing and maintaining the position of “Nasz Dziennik” on competitive media market.
EN
The text is a critical analysis of regulations in the so-called “citizen journalism.” The author presents contradictions and inconsistencies in such documents, which reveal the difficulties of description and self-description of the “citizen journalism” phenomenon in the context of mainstream media.
EN
Drawing on the concepts formulated by Erving Goffman and Michel Foucault, the author analyses the hospital as a total and panoptical institution. Pointing to institutional, systemic and organisational indicators of such a classification, she examines the necessary framework and contexts of communication as well as their impact on the doctor–patient interaction.
PL
Tekst traktuje o problemach związanych ze strategią samoopisu zawodu dziennikarskiego. Problemy te, dotyczące wewnętrznych sprzeczności i nieefektywnej strategii delimitacji, prowadzą do kryzysu tożsamości i wizerunku dziennikarstwa — zwłaszcza w kontekście zjawiska zwanego dziennikarstwem obywatelskim.
PL
Zbieżność z funkcjami, jakie można przypisać działalności specjalistów z zakresu public relations jest wręcz zaskakująca. Dostarczanie informacji jest wszak uznawane za istotę PR. Informacja ta, jako odnosząca się do zmian na lepsze w danej instytucji, jest najczęściej rzeczywiście powiązana z pozytywnie waloryzowaną innowacją czy postępem. Wielokrotnie także w cytowanych powyżej definicjach public relations podkreśla się rolę tego rodzaju działalności w wyjaśnianiu wizji świata, budowaniu autorytetów (które wszak często w tego rodzaju komunikacji funkcjonują). Public relations, jako dialog i komunikacja nastawiona na podtrzymywanie wzajemnie korzystnych relacji, ze swej istoty koordynuje działania i podtrzymuje/kreuje konsensus społeczny. W oczywisty także sposób wspomaga procesy socjalizacyjne. Prezentuje i podtrzymuje tym samym kultury i światy wartości (style życia i światy przeżyć w kontekście marki). Public relations nie można także oczywiście odmówić funkcji rozrywkowej i mobilizacyjnej - ta ostania jest głównie realizowana przez działania powiązane z CSR, których rolę w public relations coraz wyraźniej się eksponuje.
EN
The paper is an attempt to answer the question about social functions of public relations. The author analysis basic definitions of PR in polish theoretical and practical discourse and point out at their correlation to (ethical) values. Then, in the context of advertising and branding, she analysis functions ascribed to public relations and the essence of considerable social influence of that kind of activity. PR functions are very close to media functions. They obligate PR specialists to go by the criterion of social responsibility.
EN
The main goal of the text is to present some ideas about theoretical/methodological possibilities of communication research and to propose two ways of their implementation — for the self-description and identity analysis of the Polish third sector (foundations, associations) and the creative sector (mainly branding agencies). In a broad sense, it is also an attempt to answer the question about the correlation of the reconstructed linguistic and discourse facts (ways to talk about things) with the kind and intensity of emotions arising in the process of decoding their messages and subsequently with their efficiency in social practice (brand communication or fundraising).
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