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EN
Nowadays, when the media are omnipresent and the globalization is constantly progressing, there is no place for privacy. It can be seen on the example of tabloids, which describe famous people’s life in detail, and on the small screen, where reality shows and quasi-documentary programmes dominate. Above all, it may be seen on the web – by means of social networks such as Facebook or Twitter. People like “peeking” others – our nature has an inborn tendency to be curious. This phenomenon is called voyeurism and it is a novelty on a Polish media market. It also refers to a political sphere. Consequently, we deal with a new kind of political communication. We more and more treat ourselves as products, by sharing our photos on the web and creating a certain image which often oversteps the boundaries of intimacy. The image culture has entirely dominated the mass media. Do any boundaries of privacy still exist, on account of that? If yes, how to preserve them?
EN
Each day the media filters information, making a set hierarchy of importance. Media agenda has a great influence on the point of view of most of the viewers who get most of their world knowledge from mass media. This phenomenon is called the agenda-setting process or the day-order theory. Research on this subject on a wild scale was conducted by two professors, Maxwell McCombs and Donald Show. As a result of those experiments the researchers reached the conclusion that the media has an influence on what we are supposed to think. A great role in setting the media agenda play gatekeepers – journalists who decide what information are crucial for society. After al it is them who political parties and advocacy groups are trying to reach making pseudo-events. As a result of further analysis attention was pointed to the second level of agenda-setting which infers to the features and properties of specific messages. Receiving them from the media, we create certain images in our minds. Despite many years of research the agenda-setting theory is still a big riddle and requires further consideration. Many of its aspects pose a challenge to future communicology.
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