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ROLA MEDIÓW SPOŁECZNOŚCIOWYCH W PROCESIE BUDOWANIA WIZERUNKU KOBIET PREZYDENTÓW MIAST NA PRZYKŁADZIE SERWISU FACEBOOK

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Posyłek M.

Polityka i Społeczeństwo

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2017

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issue 4(15)

150-166 (17)

EN

The contemporary image of a female politician is no longer perceived through her attractiveness (which, however, can be decisive in election process), but through her education, knowledge, and professional experience. A much higher level of engagement is expected from female politicians than from their male counterparts, therefore achieving success might be difficult. This situation demands a much more active approach in creating an image in order to indicate to the electors that women are able to fulfill the most important duties at all levels of political power due to their level of education, knowledge and higher personal engagement. Creating an image requires a systematic effort to design and to highlight some elements of identity, taking advantage of public relations and marketing, that will gain the acceptance of the voters. The power of the Internet in public sphere, and it’s significance in marketing actions has led to social media being widely employed in the image building process. For female city mayors, who broadcast their activities on their public accounts, social media has become a form of image creation. The analysis produced below focuses on the process of image building on Facebook for the female city mayors of the Łódź Voivodeship during the local government election campaign of 2014.

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KOBIETY PILNIE POSZUKIWANE – SYSTEM KWOTOWY W PRAKTYCE NA PRZYKŁADZIE WYBORÓW SAMORZĄDOWYCH W CZĘSTOCHOWIE

100%

Posyłek M.

Polityka i Społeczeństwo

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2015

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issue 3(13)

131-150 (20)

EN

The introduction of the quota system, which guarantees men and women with at least 35 percent of places on the electoral rolls, posed a serious challenge for numerous election com-mittees. It forced them to seek out competent women who would like to become involved in politics. It was not an easy task, because the majority of committees placed the women in positions close to the bottom of the lists, which ensured that election success was rather unachievable. This situation caused some women to resign from running for election to the local-government, therefore forcing the election committees to replace them, at a push, with other women, despite a number of male candidates applying to take their place. When it comes to elections results, they proved that the quota system is ineffective, because it favours men, who obtained the highest places on the rolls, and without the implementation of zipping, the number of women in politics will not be increased. This paper aims at presenting the practical aspect of applying the quota system in local elections in Częstochowa.

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Nowe oblicze polityki w mediach – tabloidyzacja, infotainment, politainment i kreowanie faktów

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Posyłek M.

Studia Socialia Cracoviensia

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2015

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issue 2(13)

145-157

EN

The 21st century has modified the face of media to a significant extent. The process of mediatization and tabloidization of politics, which has become dependent in its functions on mass media communication and which is continuously shaped by interactions with them, provided politicians with an opportunity to gain fame and find themselves in the group of celebrities. Candidates, similarly to stars, seek popularity by taking part in numerous TV programs, not only in those of publicist character, but also in the entertainment ones, where recognition and popularity does not arise from achievements but from approval of audience. Reach of traditional TV news and publicist programs is decreasing, which means that significance for public discourse is lowering as well. This situation caused emergence of a new phenomenon called infotainment, and in case of political discourse – politainment, where political debates bear hallmarks of a performance directed at consumers instead of citizens.

PL

XXI wiek w znacznym stopniu zmienił oblicze mediów. Proces mediatyzacji i tabloidyzacji polityki, która stała się uzależniona w swych funkcjach od środków masowego przekazu i stale jest kształtowana przez interakcje z nimi, dał okazję politykom do zdobycia rozgłosu i znalezienia się w gronie tzw. celebrytów. Kandydaci podobnie jak gwiazdy zabiegają o popularność, biorąc udział w licznych programach telewizyjnych, nie tylko o charakterze publicystycznym, ale także rozrywkowym, gdzie rozpoznawalność i popularność nie wynika z osiągnięć, lecz głównie z aprobaty publiczności. Tradycyjne wiadomości telewizyjne oraz programy publicystyczne mają coraz mniejszy zasięg odbiorców, a tym samym mniejsze znaczenie dla publicznego dyskursu. Sytuacja ta wpłynęła na pojawienie się nowego zjawiska określanego mianem infotainmet, a w przypadku dyskursu politycznego – politainment, w którym debaty polityczne noszą znamiona spektaklu skierowanego do konsumentów zamiast obywateli.

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ROLA MEDIÓW SPOŁECZNOŚCIOWYCH W KOMUNIKOWANIU POLITYCZNYM

100%

Posyłek M.

Polityka i Społeczeństwo

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2017

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issue 1(15)

131-144 (14)

EN

Starting efficient communication with a society is an indispensable element of a contemporary democratic state. Its aim comprises building and managing images of political stage participants, but first of all conducting a continuous social dialogue. An increase in media significance, mainly electronic media and a media saturation process, including satisfying the society significantly with information from mass media have caused politicians more and more often to take unconventional actions; actions aimed at election success. The development of modern technologies helped in the professionalization of election campaigns that have appeared on the Internet, adjusting tools of marketing communication to new channels of transmission. Politicians have placed great emphasis on this medium as they have noticed its power within public space and meaning in marketing actions. The process of building images of politicians has moved to highly interactive and multimedia social networks. The subject of analysis presented in this article is the course of the presidential campaign, candidates in the 2014 local election in Częstochowa on Facebook.

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3 Polityka i Społeczeństwo

1 Studia Socialia Cracoviensia

4 Posyłek M.

2 2017

2 2015

ROLA MEDIÓW SPOŁECZNOŚCIOWYCH W PROCESIE BUDOWANIA WIZERUNKU KOBIET PREZYDENTÓW MIAST NA PRZYKŁADZIE SERWISU FACEBOOK

KOBIETY PILNIE POSZUKIWANE – SYSTEM KWOTOWY W PRAKTYCE NA PRZYKŁADZIE WYBORÓW SAMORZĄDOWYCH W CZĘSTOCHOWIE

Nowe oblicze polityki w mediach – tabloidyzacja, infotainment, politainment i kreowanie faktów

ROLA MEDIÓW SPOŁECZNOŚCIOWYCH W KOMUNIKOWANIU POLITYCZNYM