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EN
In the contemporary world the meaning of cultural imperialism, often described as media imperialism, undergoes transformation. Nowadays, imposing patterns, standards, values or the cultural identity gradually ceases to be the domain of the West. Art sensu stricte still plays an important role here – in both passive and active way it determines the meaning of the Western culture. As a result of globalisation and the consumer-led market, art is used as an important element of cultural domination. Large media enterprises are still connected to the West, although this gradually ceases to be a stable and unchanging element. Participation of art in the process of cultural imperialism may be observed most easily in tourist activity, the number of visitors in museums, the scale of trade in works of art and the art’s presence in advertising.
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Polskojęzyczne media na Zaolziu

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Zeszyty Prasoznawcze
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2013
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vol. 56
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issue 4
509-526
EN
This article shows the history of Polish-language media in the region of Zaolzie. The first section provides a brief overview of periodicals in the discussed region since the end of World War II until 2012. The next brings the story of newspaper Głos Ludu, magazine Zwrot and magazines for children and young Jutrzenka, Ogniwo and Nasza Gazetka, brings information about Polish-language news in radio Český rozhlas Ostrava, and Polish language news in programmes of regional TVs and Czech Television 1.
EN
The bibliography is selective and covers only papers of scientific or documentary nature which concern journalistic matters. Only the original scientific dissertations (articles, books) were listed together. All other types of publications (information notes, reports, reviews) underwent selection. Only the papers of lasting value and some more important reviews of journalistic monographs were included. A total of 365 papers were listed. The books (including 25 author´s monographs and 10 volumes of edited or translated papers) are of special importance among these papers. The bibliography is preceded by a short methodological outline and statistics of the author´s works.
PL
Współczesna kultura zdominowana jest przez obraz (ikonosferę), dzieje się to kosztem logosfery, sfery słowa. Tymczasem jak pokazują badania, obraz oddziałuje na emocje, książka na intelekt. Dominacja jednej z wymienionych sfer w życiu dziecka pociąga za sobą konsekwencje m.in. w jego rozwoju emocjonalnym i poznawczym. W tekście zaprezentowano wyniki badań prowadzonych wśród rodziców dzieci przedszkolnych, które dotyczyły obecności bajek literackich i telewizyjnych w codzienności ich dzieci oraz przyczyn takiego stanu rzeczy.
EN
The modern culture is dominated by the iconosphere instead of logosphere. However, as the studies show, the image affects emotions, the book – intellect. The dominance of one of these areas in child’s life has big consequences for its development, especially in the emotional and cognitive areas. The paper presents the results of a research conducted among parents of preschool children. The main aim of the research was the answer the question: what do the parents choose in their everyday life? Literary fairy tales or TV cartoons and why.
EN
The offer of Polish radio stations is relatively extensive. Polish radio market offers many radio stations with diversified music profiles. This collection also includes rock radio stations. In this paper, the main aim was to prove that rock radio stations in Poland have a special tastemaking and educational function, both by presenting varied subgenres of rock music and by demonstrating history and curosities of rock genre. In addition, they inform users about the most important, current music events. Their news shows are full of miscellaneous informations. Morning shows in those radio stations have an ‘easy-going’ form and contain many humorous elements aimed at making the audience laugh and feel better. The article is also dedicated to the history of rock music,the etymology of word rock and the problems associated with defining this genre. Moreover, there were demonstrated selected, historically important rock radio stations and the current structure of rock radio stations in Poland. What is more, this paper contains part about most popular rock radio stations – Antyradio and Eska Rock, which were analyzed in terms of music, programmes and other broadcasts aired on these stations.
EN
The aim of the article is to verify the opinion upon media manipulative character in the sphere of forming social attitudes and electoral behavior. Political decision process were analyzed in the light of media’s social functioning. The research has showed that communication process on line media – receivers contains manipulation marks. However the manipulation techniques were employed selectively and only in some domains.
Zeszyty Prasoznawcze
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2013
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vol. 56
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issue 3
364-379
EN
The role of YouTube, a new medium, in democratization of the audiovisual area is presented in this paper. Freedom and the large availability for users, both in case of access to resources and posting any video content, causes a dramatic minimization of the gap between professional and amateur producers. It is worth to answer the question whether this trend is stable and whether the online community, actively using YouTube, will continue to follow this liberal path, or whether a new trend, quite opposite and aimed to reduce this lawlessness, will emerge. Is it, therefore, an attack on a democratic idea of the portal and its creative role, or a natural effort to improve the quality of the resources of this giant television network? This article aims to answer these and many other questions that arise from the development of this medium.
Zeszyty Prasoznawcze
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2014
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vol. 57
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issue 4
772-794
EN
The press image of the Polish Presidency in the European Union CouncilThe aim of this paper is to analyze media discourse on the Polish Presidency of the European Union Council. The sample is based on three major Polish weeklies of different political positions and editorial lines. The discursive perspective adopted in the article is based on a detailed analysis of the strategies used by these media outlets to construct particular, politically-based visions of reality. These differences in media representations of the Presidency, Poland and the European Union are the focus of this article.
EN
There has been a common belief that an Internet language is full of vulgarism. The level of interpersonal culture in communication has been lowering, especially in functional aspect of language. Moreover, vulgarization of speech is getting forward, which is being noticed in many different communicational situations in the global network. In the Internet, vulgarisms usually appear in different than traditional meanings and they also play different functions. They can be written with the use of symbols available on a keyboard, euphemism or graphical elements. Acronyms and emoticons are also elements of language that are part of the web communication. It is also noticeable that the range of occurrence of vulgar words is getting wider and the feeling of vulgarity is getting weaker and weaker. In certain circles of users there can be seen even desemantization of vulgarisms that are used as interlude or substitute for many more semantically rich precise words. There has been popularization of colloquial elements leading to neutralization of expressivisms and replacing them with vulgarisms that are used to express mostly negative, angry and aggressive feelings. The analysis of the forms mentioned above underlines present deliberation.
Zeszyty Prasoznawcze
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2015
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vol. 58
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issue 1
151-166
EN
Radio as partner in everyday life. About morning show in the diachronic approachMorning show, understood as a specific radio megagenre, since its dawn has tried to inscribe in the listeners’ environment of life by adjusting to the rhythm of their day but also by shaping their daily routines. This article analyses the origins of the identity of this type of programmes which date back to the times of the Golden Age of the American radio broadcasting. On the background of technological, economic and social conditioning of the era, it shows their historical changes in the years 1920-1950 of the XX c. However, the description of this evolution – from the morning shows with the underspecified “anatomy” and vague existence in the ether to the preforms such as participation programs – may be treated as a prelude to the understanding of the tendencies that determine the existence of the contemporary sequential broadcasts that are transmitted by radio at dawn.
Zeszyty Prasoznawcze
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2015
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vol. 58
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issue 1
202-211
EN
„The network Tribes” – Internet as a social and intercultural mediumThe Internet communication, including so-called cross-cultural communication, is undoubtedly technologically determined, but also shaped by the “premodern” social relations which were characterized by the dominance of individualism, referring to a sense of collective responsibility not to traditional reference groups (such as the state, the nation, the family and the Church), but to other, more precursory units of an unspecified nature (so-called “new tribes”, human communities of informal nature, the existence of which maintains a network of emotional dependence, comp. Michel Maffesoli (1988). The Time of the Tribes: The Decline of Individualism in Mass Society). However, it remains just as diverse as “offline” communication: it depends primarily on the social, cultural and psychological circumstances of its participants. The contemporary Internet promotes the technological development of cross-cultural social relations, allows for the formation of new social ties, but has no significant effect on their shape and their content.
PL
W artykule przedstawiono charakterystykę współczesnego młodego człowieka – ucznia, który ze względu na silne zanurzenie w medialnym świecie może być określany jako homo mediens. Przywołano kilka raportów obrazujących to zjawisko. Sformułowano warunek dobrego funkcjonowania w świecie mediów – równowagę między warstwą techniczną i kulturową. Naszkicowano zasadnicze kierunki przemian w edukacji niezbędnych dla prawidłowej realizacji procesu kształcenia tej nowej kategorii uczniów
EN
The article presents the characteristic of young modern man – a student, who due to strong immersion in the world of media, can be called homo mediens. Few reports which illustrate this phenomenon are referred to. A condition for the proper functioning in the world of media – the balance between technical and cultural layers – are formulated. The main directions of changes in education, necessary for the proper implementation of the learning process for this new category of students, were outlined.
PL
Artykuł jest próbą systematyzowania ścieżki rozwoju sztuki internetu w oparciu o ogólną strukturę rozwoju sztuki nowych mediów. Uwagę koncentrują media społecznościowe, które w dobie rewolucji komunikacyjnej stały się miejscem społecznej aktywności, a w tym również działań artystycznych. Tekst otwiera dyskurs na temat statusu twórczości w przestrzeni mediów społecznościowych, a także tego jaki wpływ będzie ona miała na muzealnictwo i rynek sztuki w ogóle. Egzemplifikacja w artykule jest oparta na przykładach artystów polskich. Przytoczone opisy prac pokazują przede wszystkim różnorodność kreacji artystycznych powstających w mediach społecznościowych. Jednak dopiero większa baza przykładów pozwoliłaby na kategoryzację tej twórczości, a więc zrobienie pracy krytycznej, czyli dokonanie tego, czego nie uczyniły jeszcze instytucje sztuki czy instytuty badawcze.
EN
The article is an attempt to systematize the path of Internet Art development based on the general structure of the development of new media art. The attention is focused on the social media, which in the era of the communication revolution became a place of social activity, including artistic activities. The text opens a discourse on the status of creativity in the space of the social media, as well as the impact it will have on museology and the art market in general. The exemplification in the article is based on examples of works by Polish artists. The descriptions of works presented here show the diversity of artistic creations in the social media. However, only a larger database of examples would allow the categorization of these works, and thus conducting their critical assessment, that is, to do what art institutions or research institutes have not yet done.
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Hazardyzacja mediów

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EN
This articlerefers to anew phenomenonthat occurredin the socio-media area, throughSMStechnology. This phenomenon hasbeen characterizedas a hazardization of themedia.It isrelativelynew andin front of a  media audience it offersa mirage of winning the high-value prize, using PremiumSMS technology. Thus,receiversare consuming the mediacontentnot onlyforinformationandentertainment, but most of allforthe opportunity of participatingin the game. The real message becomes only a background for the game played out in the world of a mass media.
PL
Artykuł odnosi się do nowego zjawiska, które zaistniało w sferze społeczno-medialnej dzięki technologii sms-ów. Zjawisko to scharakteryzowano jako hazardyzację mediów. Jest ono stosunkowo nowe i polega na roztaczaniu przed publicznością medialną mirażu wygrania nagrody pieniężnej lub rzeczowej o dużej wartości z wykorzystaniem technologii sms Premium. Tym samym odbiorcy mediów konsumują zawartość już nie tylko dla informacji czy rozrywki, lecz przede wszystkim dla możliwości uczestniczenia w grze. Właściwy przekaz staje się jedynie tłem dla rozgrywanej w mediach gry o charakterze masowym.
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Včasná diagnostika "fake news"

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SK
Napriek tomu, že nepravdivé či klamlivé informácie sú späté s človekom od počiatku jeho existencie, výraz fake news sa objavil len nedávno a okamžite výrazne zarezonoval v spoločnosti. Prvá vedecká práca venovaná pôsobeniu falošných správ na populáciu bola publikovaná začiatkom roka 2018 v USA. Fenoménu zavádzajúcich informácií sa venujem aj vo svojej dizertačnej práci. V príspevku bližšie predstavím návrh výskumu na tému: „Využitie ambivalencie fakt – fikcia v mediálnom marketingu.“ Výskumný problém som redukovala na nekorektné šírenie správy, vytvorenej účelovo s konkrétnym obchodným zámerom. Z metodologického hľadiska som zvolila trianguláciu metód. Rada by som tiež poukázala na riziká manipulácie a vyzdvihla pojem fake news ako novej premennej pre výskum sociálnych vied.
EN
Even though false or misleading information has been related with human being from early beginning, the term “fake news“ has just appeared and immediately grabbed attention of society. The first scientific study has devoted to fake news effect on the population has been published in the US in spring of year 2018. I focused on the phenomenon of misleading information also in my dissertation work. In this paper I will present a research proposal for “Using the ambivalence of true – fiction in media marketing.” The research problem of my dissertation work is how was the certain fake news spread via media. This certain fake information had its own business purpose. As regards the methodological point of view, I chose the triangulation of methods. I would like to point out the risks of manipulation and highlight the term “fake news” like the new trend of social research.
PL
Współcześnie obserwujemy przenikanie i łączenie się dotychczas postrzeganych jako całkowicie odrębne dwóch światów: realnego i wirtualnego. W rezultacie powstaje świat, który można nazwać hybrydowym, w którym granice między światem realnym i wirtualnym są jedynie umowne i w zasadzie tracą swój sens. Człowiek ery internetu w coraz większym stopniu staje się obywatelem nowego hybrydowego świata. Świat hybrydowy oznacza spektakularne poszerzenie przestrzeni dla rozmaitych form aktywności, jak edukacja, nauka, praca czy rozrywka. Oferuje nowe możliwości, ale też niesie nowe wyzwania i na obecnym etapie rozwoju trudne do zdefiniowania zagrożenia.
EN
Two worlds which have been percepted so far as completely separate, i.e. the real world and the virtual world, infiltrate each other and merge. Therefore, at present a so-called hybrid world is being created constantly, where the borders between the two worlds lose their meaning and are only a subject of a convention. A human being of the Internet era becomes a citizen of a new, hybrid world. A hybrid world means a spectacular widening of the space for various forms of activity such as education, science, work and entertainment. It offers new possibilities but at the same time it brings new challenges and dangers which are now difficult to be defined.
EN
Political culture is a broad and capacious term. For the purposes of this article I have acknowledged that it is a set of views, attitudes and beliefs prevalent in a given community. Analyzing from this angle the behavior of the inhabitants of the land of Brandenburgia and the former Gorzowskie Voyvodship, I have tried to demonstrate common features, as well as differences between the communities of the border region. Both communities had to cope with a difficult period of system transformation, which in addition to benefits, posed a lot of problems.
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