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PL
The article contains fragments of three chapters form the book Image Science. Iconology, Visual Culture and Media Aesthetics (Chicago 2015), titled The are no Visual Media , Back to the Drawing Board  and Foundational Sites and Occupied Spaces . W. J. T. Mitchell created in his previous works the key concepts which imply an approach to images as true objects of investigation – an “image science”. Author, continuing with his influential line of thoughts, amplifies interdisciplinary studies of visual media. The chapters also delve into such topics as conections between new media and architecture or the occupation of space in contemporary popular uprisings. Image science  is a call for a method of studying images that overcomes the “two-culture split” between the natural and human sciences.
EN
The article contains fragments of three chapters form the book Image Science. Iconology, Visual Culture and Media Aesthetics (Chicago 2015), titled The are no Visual Media , Back to the Drawing Board  and Foundational Sites and Occupied Spaces . W. J. T. Mitchell created in his previous works the key concepts which imply an approach to images as true objects of investigation – an “image science”. Author, continuing with his influential line of thoughts, amplifies interdisciplinary studies of visual media. The chapters also delve into such topics as conections between new media and architecture or the occupation of space in contemporary popular uprisings. Image science  is a call for a method of studying images that overcomes the “two-culture split” between the natural and human sciences.
PL
Celem artykułu jest przedstawienie mechanizmów mediatyzacji emocji w przekazach telewizyjnych na podstawie przekazów o pandemii SARS-CoV-2. Czas pandemii radykalnie zmienił sposób działania telewizji. Wstrzymano produkcję wielu programów telewizyjnych, zmienił się sposób pracy dziennikarzy i redakcji. Jednocześnie, mimo generowania negatywnych emocji, oglądalność telewizji na całym świecie nadal rosła. Badanie polega na jakościowej analizie mechanizmów generowania emocji w przekazie audiowizualnym. Materiał badawczy stanowiły transmisje telewizyjne na temat SARS-CoV-2 w okresie marzec–czerwiec 2020 r. Zastosowane narzędzia badawcze pozwoliły na analizę zarówno treści, jak i strony formalnej przekazu (dźwięk, obraz, grafika, muzyka). Ostateczne wyniki podzielono na dwa obszary związane z mechanizmami generowania emocji: formalny (formy) i tematyczny (treść). Z przeprowadzonej analizy wynika, że najczęściej negatywnymi emocjami wywoływanymi w przekazach telewizyjnych w czasie pandemii są: zagrożenie, smutek i strach. Na poziomie formy ujawniły się następujące mechanizmy: wzmocnienie wizualne, gradacja, atrybucja znaczenia, kontrast i uogólnienie. W zakresie mechanizmów treściowych możemy zaobserwować mechanizmy dramatyzmu, akumulacji treści (blokowania), eksponowania, zmiennej dynamiki treści pozytywnych i negatywnych oraz mechanizmy narracji. Przeprowadzona analiza potwierdza wagę łączenia formy i treści. Artykuł może stanowić podstawę do przyszłych badań nad związkami między emocjami a poznaniem oraz recepcją treści audiowizualnych.
EN
The aim of this article is to present the mechanisms of mediatisation of emotions in TV broadcasts in relation to the messages concerning the SARS-CoV-2 pandemic. The pandemic time has radically changed the way television works. The production of many TV programmes has been suspended around the world, and the way journalists and editorial staff work has changed, yet the viewership during the pandemic grew all over the world, despite negative emotions being generated. The study relies on a qualitative analysis of the emotion-generating mechanisms in the audiovisual image. The research material was TV programmes about SARS-CoV-2 in March–June 2020. The research tools used permitted an analysis of the content of the message and its formal side (sound, image, graphics, music). The final results were divided into two areas of emotion-generating mechanisms: formal (forms) and thematic (content). The analysis shows that especially negative emotions were evoked in TV programmes during the pandemic: threat, sadness and fear. At the level of form, the following mechanisms were revealed: visual enhancement, gradation, giving meaning, contrast and generalization. In terms of content mechanisms, one can observe the mechanism of drama, content accumulation (blocking), exposure, variable dynamics of positive and negative content, and narrative mechanisms. The observed mechanisms of generating emotions may also lead to manipulation of the recipient through the repetition of negative information or the use of authorities. The conducted analysis confirmed the importance of combining form and content as well as strength, rhythmization and repetition of specific messages in the audiovisual message. The article may be the basis for research on the relationship between emotions and cognition, as well as research on the reception of audiovisual content.
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