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Zeszyty Prasoznawcze
|
2014
|
vol. 57
|
issue 2
190-202
EN
Various studies on the meaning and the scope of mediatization and the relations between media system and political system seem to be insufficient, taking into account of all the transformations that have occurred for the past 6–8 years. The author is concerned how the process of mediatization changed under the influence of new media and ICT. Whether the political parties’ ability to create independent, owned or shared, and mediatized through the world wide web, channels and tools of communication undermined the existing model of political communication? In order to provide a new approach, the author refers to selected aspects of marketing communication and applies media typology based on the PEO(S) model
EN
THE MAIN GOAL of the article is not only the reconstruction of the election campaign process to the European Parliament (EP) 2009, but also presenting trends of changes in the electoral environment within the electoral turnout trends, shaped to the supranational level (the so-called political system of the European Union). Previous findings in the behaviors and decisions of the electorate were the domain of national election, which may somewhat hinder the transfer of the same interpretation of new electoral space to the European election context. It is not, however, an entirely new mechanism, but only careful diagnosis of behavior in the political system of the EU in relation to known patterns of national legislature. The authors tried to empirically verify few hypothesis and they summarize the key elements that have influenced the choice of selected parties’ strategies.
EN
In the article we consider whether the availability of web communication tools affected the MP’s and MEP’s readiness to take advantage of the opportunities resulting from permanent and targeted communication in the inter-election period. The main assumption underlying the chosen topic is that despite the phenomenon of permanent campaign and the development of own political media, particularly social media, politicians fail to communicate effectively. The empirical study at a regional level covered as many as 47 Lower Silesia’s Members of Polish and European Parliament.
EN
Ideologies are fundamental in categorising, defi ning and evaluating political reality. They also condition the aims inspiring actors on the political stage, constituting, as it were, a bond providing parties, social groups and societies with sets of values and convictions that unite them. We are now witnessing an evolution of traditional political ideologies, triggered off by new challenges, the changing world order, processes of globalisation and Europeanisation, while political parties in Europe seem to resign from clear–cut ideological identifi cations, opting for the pragmatic, thus maximising their voting scores and, subsequently, efficient management of the public sphere. Politics is ever more frequently perceived as a mere struggle for power, political ideas are seen as slogans serving the purpose of winning votes or popular support, while ideologies have become “goods on display”, hiding deeper meanings of political life. Yet, at the same time ideologies still retain their purpose, infl uencing the functioning of political parties or political communities.
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