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PL
While the armed forces of Kurdish guerilla and militia fought first against ISIS forces on the Şengal Mountain in Iraq and then against Assad’s army for the control of Kobane, a part of the territory of Rojava in Northern Syria that became a symbol of Kurdish autonomy, the media presented this struggle as a fight for survival of all Kurds. At that time, the large Kurdish diaspora showed heretofore unprecedented levels of unity, launching a very modern, multimodal and multilevel campaign that focused on raising civic awareness through large-scale publicity events, collection of funds to aid victims of violence, and extensive lobbying. One of their aims was the removal of the Kurdistan Workers’ Party (PKK) from the list of terrorist groups. The young generation of the Kurdish diaspora, Europe-born and well educated, consciously used opportunities provided by social media and their network of relations to build up the image of Kurdish military groups as trustworthy partners in the fight against ISIS, simultaneously trying to undermine and shame the Turkish government, already criticized for their management of the Syrian conflict.
EN
The aim of this paper is to characterise the manner in which onto- logical structures are created (at the level of text structure and the information layer thereof) in press discourse on the example of French newspaper editorials describing political, socio-economic conflicts between the public and the government. Ontological structures and their conceptualisation refer to one of the stages of development of global meaning in the discourse by journalists selecting and categorising the information they wish to provide to their addressees (gate- keeping). Therefore, according to the methodology proposed by Miczka (2002, 2007, 2009, 2011), connecting psycholinguistics (van Dijk & Kintsch, 1983) with the socio-cognitive perspective (Goffman 1974/1986; Langacker, 1987), this pa- per will attempt to describe the discursive mechanisms of creating a common horizon for interpretation in view of persuasive function of the media language (the media declaratives) (Nowak & Tokarski 2007, p. 12). The paper proceeds with analysis of editorials on the basis of the concept of Goffman’s framework teamed with Langacker’s cognitive event, as cognitive schemata organise the structure of the experimental frame. It should also be noted that the persuasiveness in the information layer of the utterance forces to ask the question of the responsibility of the media addresser towards the addressee.
EN
The objective of the article is to analyze the persuasive potential of television, which makes it a useful tool of political propaganda. The starting point is a quantitative and qualitative analysis of the materials broadcast on the public television TVP Info on 10.04.2016, the 6th anniversary of the Smolensk airplane crash. It allows for the identification of specific tools of manipulation used by the broadcaster to shape the public opinion (i.a. gatekeeping, framing, emotionalization of the message), as well as the factors that determine the usefulness of television in political propaganda activities, namely: coverage, accessibility, audio-visual nature and the possibility of controlling the message. The audio-visual nature is especially important in this regard. Because of it, persuasion in television is not based on the exchange of arguments and thoughts and therefore not on the logos, but to a large extent on manipulation through images and symbols, and therefore on the rhetorical pathos. The image simplifies reality, it is suggestive (it transmits information in a direct way, does not leave much room for nuance), it gives the illusion of realism (it creates a belief about the authenticity of the presented event), and removes the variety of cognitive authorities (on the television the image itself is the authority).  
EN
Ontologic structures in a socio-political editorial – a socio-cognitive approachThe aim of the present study is to analyze the conceptualization of ontological structures in a special type of journalistic writing represented by a socio-political editorial. According to the socio-cognitive approach (Goffman, Langacker), the author discusses the problem of discursive mechanisms related to the persuasive function of language and classification. Therefore, in basis of the gathered linguistic corpus, which constitutes of forty French editorials, treating about university and public service pension reforms, culled from the web pages of different journals and magazines (2007–2008), the author intends to describe the distribution of two semantic roles such as agent and patient (by means of the synthetic scheme presented in this paper) in the context of the persuasiveness of media communication. The way of constructing the semantic roles of participants both influences and modifies the readers’ opinions and their perception of the world.
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