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THE PICTURE OF A TEENAGER AS A STUDENT, AN ANALYSIS OF THE BEWEEKLY PUBLICATION 'GIMNAZJALISTA VICTOR'

100%
Komorowska-Iluk R.
Rocznik Pedagogiczny
|
2005
|
vol. 28
183-195
EN
The reality, in which a contemporary teenager exists, is characterised by a tendency to change the social roles that so far have been attributed to individual units (family, teachers) and institutions (school, church etc). Tendencies to change the identification objects, social norms and behaviour patterns appear more and more often. Due to a specificity of dealing with younger and younger generations, the school perfectly depicts changes occuring in the whole society. One of the creators of this 'new' society, undergoing constant changes, is the press, especially youth periodicals which propagate specific behaviours, attitudes and ways of thinking apart from giving information. Apart from this, as mass-media used by popular culture they form a source of obtaining information by young people about the surrounding reality and knowledge of fulfilling specific social roles.The authoress is presenting a draft of a reconstructed teenager's picture fulfilling a student role, which appears in the analysis of the biweekly publication 'Gimnazjalista Victor'.
2

How Television Serves the American Electorate: The Message of U.S. Political Advertising

100%
Pludowski T.
Studia Polityczne (Political Studies)
|
2004
|
issue 16
291-301
EN
The most significant finding of this study is that American political ads do not ignore issues. Given the applied definitions of 'image' and 'issues', political spots are found to focus more on issues rather than candidate image. Verbally, American political spots are characterized by a higher number of references to 'matters linked to the national interest' than 'character attributes of candidates'. However, empirical research confirms that the American spots rely heavily on negativity, emotional appeals, announcer's voice-over, particularly to focus on the opponent, and on music, mainly to reinforce emotional appeals and accompany image ads. Sinister or ridiculing music is used in negative ads, uplifting, joyful or sentimental in positive ones. American ads also draw attention away from the sponsoring candidate, resorting to other production techniques than candidate head-on, especially when being negative. Unfortunately, even if American ads do concentrate on issues verbally, their treatment of issues is immensely shallow. Instead of specific policy proposals, viewers receive candidates' issue concerns or vague policy preferences such as 'I favor reformed welfare', 'I want to cut spending', 'I want to give every American a shot at the American Dream'. The ads are more abundant in details when the focus is negative, but even then the accuracy is doubtful due to ads' length. Spero may be right, when he says that the commercial-length ad is 'a perfect vehicle for perpetuating lies and deception'. Recent changes in the U.S. political advertising regulation, requiring that the sponsoring candidate is always present to endorse the ad's message look well set to result in positive changes of advertising content. Under the new law, it will be more difficult to produce and distribute political messages that some consider degrading to the electoral process. Given the voters low levels of political engagement, which seems to be a worldwide phenomenon, TV political advertising is likely to remain the most common means of reaching the U.S. voters with relevant information, at least until the internet becomes ubiquitous.
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