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Eksploracja dziedzictwa kulturowego w aspekcie rynkowych zastosowań kodów kulturowych

100%
Paprocki R.
Studia Etnologiczne i Antropologiczne
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2012
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vol. 12
67-77
EN
The article concerns cultural heritage in terms of identifying cultural codes with their market applications. The very subject-matter is presented in the context of modern socio-civilizational changes. The leading premises of the studies on culture in the light of the market applications of cultural codes are the strengthening process of permeating the world of culture and the world of market, as well as the phenomenon of globalization. The article is based on the assumption that understanding the nature of modern cultural changes needs a multidisciplinary approach. In order to define the conditions of cultural and consumerist patterns three selected conceptions included in qualitative market studies were taken into account. After bringing the premises of a qualitative method closer, methods and techniques constituting the tools of the research on attitudes and preferences culturally-conditioned were discussed. The text closes with an attempt to reflect on the role of science and studies on cultural conditions of behaviours in terms of chances and threats deriving from the exploration of cultural heritage.
2

Lingwistyczna analiza frekwencyjna w badaniach semiotycznych i rynkowych

100%
Paprocki R.
Studia Slavica
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2013
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vol. 17
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issue 1
125-138
EN
The article gives account of current developments in the field of corpus linguistics in Poland in short comparison with contemporary research conducted in the following field both in Britain and USA. Combining pragmalinguistic analysis of narrative text with frequency dictionaries and IT technologies, the author presents the original model of semiotic and market research. The aim of technology presented is to retrace communication habits and derive stereotypes in order to reconstruct the linguistic view of the world. According to most recent needs for inclusion of social-cultural context into the linguistic research, the emphasis is placed on the discursive view of the world and further reconstruction of the discursive views of words, brands and products. Communication behaviour displayed both in electronic and traditional forms is traced down to support semiotic and market analysis, enabling comparative research between and among users of different natural languages. The paper introduces and explains a newly coined term freqsem, referred to as a basic unit in technology of linguistic frequency analysis.
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