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EN
The political culture in the Polish media coverage, due to its low level, is one of the most difficult issues in the public debate. Today, media culture (and the culture in media) is determined by the mutual behavior of politicians and journalists. Especially journalists, who are more deeply dependent on politicians and topics bounced by their for public pseudo-discussion. The quality of journalists work is in straight relation to the language of contemporary politics and the media issues are created based on even the most trivial impulse, which is sent to them. Thus, the language of the media is reduced to the level imposed by the language of politics and the culture in the media undergoes the dictates of political life. Therefore, the overriding problem is the transfer of information based on the criterion of social (not political) interests, and not the implementation of the communication chain of artificial issues, which, thanks to the political signals become part of media culture.
EN
The article notes that in recent years it has become an increasingly urgent the problem of introducing media education as part of the educational process aimed at the development of culture media in the society, preparation of the individual to effective interaction with the modern system of mass media, including both traditional (print publications, radio, film, television) and contemporary (computer-mediated communication, Internet, mobile telephony) media. The author shares the view that new information changes in the society caused the phenomenon in which traditional education system is not sufficiently able to meet the needs of the society in the transmission of new values. The role of the teacher and the role of parents as key sources of new knowledge for the younger generation have changed significantly. After all, modern student can faster than any adult obtain information and use it. But at the same time, such changes in unrestricted access to information have many hidden risks that can negatively affect the development of child’s personality. So, modern teachers must learn in practice to solve much more complex problems than the predecessors in order to be ready to implement new pedagogical strategies in the context of masscomputerization and informatization of life. Due to the interest of researchers to this problem, the aspect of the formation of media literacy of future teachers remains insufficiently resolved. As a conclusion, the author argues that deficiencies in the education system in the process of meditization can be corrected through quality optimization of the learning process through the use of media and the active involvement of new media as a tool for learning and sources of innovation to educational research. One of these tools may be a socio-educational advertising as a means of educational work and the development of media literacy of future teachers.
Communication Today
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2014
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vol. 5
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issue 1
10–27
EN
The paper deals with the contemporary development trends in American mainstream movie production. Basic assumption of this text is examining mainstream movie production as one of the most commercially successful segments of the media industry, together with the business of culture and entertainment. The author reflects broader economic, historical and organizational aspects of Hollywood production aimed at the mainstream audiences, as well as the socio-cultural significance of the meanings perceived by movie-goers. Therefore, the paper examines the mainstream Hollywood production in all complexity, from the viewpoint of production and creative mechanisms, but also in the context of social meanings associated with given category of film works referring to favoured motives and thematization of everyday reality in contemporary globalized society. The author defines current mainstream movie production as part of media culture influenced by entertaining visuals, intertextuality, genre hybridization, tendencies to use seriality and parody.
EN
"Nuclear Gandhi" is a surprising and controversial image of an Indian leader - Mahatma Gandhi. Often portrayed against the backdrop of nuclear explosions, his poses and styles clearly are suggesting awe and admiration for the ongoing mass destruction. This image is related to Sid Meier’s Civilization VI – one of the most influential video games in the history of gaming. The aim of the article is to analyse this particular case study and consider processes from many different angles that led to the emergence of this controversial phenomenon. To do so, the notion of archiverse is introduced - an assemblage (after Jane Bennett) of all cultural, political, economic and technological archives performed by the user. By following the connections between different, often seemingly distant data and contexts, it is possible to propose an archive-centric perspective on video game study.
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.
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2013
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vol. 6
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issue 2 (11)
262-275
EN
Th e purpose of the article is to discuss the regulatory and self-regulatory approaches to the media in Bulgaria having an impact on professional reporting on minorities’ issues and encour- aging intercultural dialogue among various social and ethnic groups. As an element of democratic transition, the formation of a new media culture and attitude towards minorities in the country is a long and complicated process combining legal and media components. One of the expected positive outcomes of the transformations taking place has been the creation of truly independent and profes- sional media that can successfully exercise their public integrating function. Th e text analyzes diff erent national research projects and publications in the fi eld. Th e fi nal section is dedicated to the experience of the national minority press and the two national public broadcasters — the BNR and the BNT — featuring their problems and achievements.
EN
In the article the content of media education in the system of the future social teacher training is revealed, its constituents are characterized. The features of the introduction of media education in the training of the social teacher in the information society are described; curricula and discipline training of social workers in the school are examined, proposals for improving professional training taking into account global trends and transformations of modern society are presented. The purpose of the article is the rationale for media education in the system of social workers’ training. Methods of research – analysis of information sources; synthesis of the components of information sources on the issue of media education and training of social workers, comparing university curriculum educational qualification of Bachelor, Specialist and Master; specification – in determining the specific media education of social workers; summarizing the data. Examples of introduction of media education in higher education institutions of Ukraine are given, and international experience of media education, basic forms and methods of work are studied. The necessity of introduction of media education as integrated and individual courses in the curriculum training of social workers is proved. The practical significance of the study is to determine the most effective means of training in terms of media education and critical thinking as social workers, professionals, and future social and educational activities. In the article the results of studying the introduction of media education in modern educational process in higher education institutions of Ukraine are given, conclusions about the possibility of introducing media education courses in curricula of specialty social pedagogy and social work are made. The integration of educational media regulatory elements in the course of the cycle and creation of some specific disciplines are the priorities of media education and as a result – media literacy of social workers, which further will effectively implement their professional knowledge and skills. The prospect for further research is considered in the development of specific courses “Social worker’s media education” and “Fundamentals of media literacy of a social worker” for the implementation of the state education system as legal subjects. We believe that in Ukrainian society there is an urgent need to develop specific implementation methods and organizational forms of media education that would help improve the quality of social workers training, contributed to the improvement of youth socialization.
XX
Spotykane w literaturze przedmiotu oraz w dyskursie publicznym pojmowanie kultury popularnej jako synonimu kultury masowej jest – w moim przekonaniu – nie do przyjęcia. Nie można zaprzeczyć, że takie podejście może prowadzić do „uporządkowania” obrazu zjawisk kulturowych poprzez wskazanie ich obszarów „pozytywnych” – kultura elitarna (wysoka) i obszarów „negatywnych” – kultura ludowa/masowa (niska). Jednakże nie da się też zaprzeczyć, że jest to czarno-biały obraz, który w zasadzie wyklucza optymistyczną refleksję wobec kultury popularnej, stanowiącej fenomen rzeczywistości społecznej współczesnego świata. Dzisiejszy uczestnik kultury bardziej wybiera niż odbiera przekazywane komunikaty. W takiej perspektywie kultura popularna jest źródłem emancypacji, ponieważ istnieje wiele „kultur prawomocnych” oraz sposobów odczytania komunikatów kultury „popularnej”. Jakkolwiek jednak by było, granice między kulturą elitarną (wyższą) a kulturą popularną (niższą) ulegają procesualnemu zacieraniu, zmianie i ponownemu nakreśleniu. W takim duchu argumentuje między innymi Jerzy Szacki, który stwierdza lapidarnie i dosadnie zarazem, że „popularną bywa nie tylko ewidentna tandeta, elitaryzm zaś nie stanowi żadnej gwarancji poziomu”. Człowiek współczesny żyje i funkcjonuje w świecie dynamicznego rozwoju mediów elektronicznych, co umożliwia wpływ odbiorców na różnorodne treści i formy przekazu kulturowego. Świat medialny tworzy zasadnicze ramy dyskursu publicznego, w którym coraz bardziej popularne staje się określenie homo medius.
EN
The equation of the term „popular culture” with „mass culture”, as seems has become common practice not only within the framework of public discourse but in specialized publications as well, in my opinion misses the point. Though it can hardly be denied that such an approach may facilitate the (simplified) labeling of cultural phenomena by pigeonholing them into „positive” and „negative” categories – upper class high brow culture (whatever this means) versus lower-class mass- or popular-culture, it is equally obvious that such an approach reduces a complex issue to an oversimplified black- and- white picture, which, from its outset, excludes to a certain degree the positive assessment of popular culture, which, after all, constitutes an important element of today’s social reality. Today’s culture consumers rather tend to select emitted messages actively than to receive them passively. By adopting this point of view, popular culture presents itself as a source of emancipation, as there exist as many distinct forms of received cultural patterns as there are various ways to interpret messages conveyed by means of popular culture. Likewise it can be observed, that there does not exist a fixedly defined line to separate superior forms of culture form its inferior manifestations, but there prevails a continuous shifting of boundaries that underlie permanent changes, eradications and new definitions. A similar opinion expresses- among others- Jerzy Sacki, who coined the phrase that „while the term popular does not necessarily include only trash elitism does not necessarily exclude it”. Modern man lives in a world of tremendously fast developing electronic media which gives the recipient the possibility at hand to control content and form of cultural transmissions. Today’s media-world decisively shapes the framework of public discourse and „homo medius” has become its integral part.
11
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Modern Media Phenomenon

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PL
Contemporary media culture is defined by the logic of the victorious spectacle expanding to all areas of life. Post-modern capitalism has turned everyday life and culture into entertainment with the help of the spectacular. In fact, such entertainment results in a fake sense of happiness, pop mainstream, the swallowing up alternatives and therefore the creation of a passive consumer society. The media today have a unique power of overwhelming a person with information. They enable a modern person to know much, but understand little. This discussion has cast some light on very popular reality shows, the body and sports. It concludes with a reflection on modern media, which leave a person of this age with a patchwork identity.
EN
The article focuses on the issue of contemporary film series (TV series) and the practices of viewing of them. Taken into consideration is the role of film series in the media culture, and reflected upon are new viewing practices related to socio-cultural changes. The choice of texts and research in the field of the humanities and social sciences was conditioned by the need to conduct interdisciplinary research on film series’ narratives and their reception. A review of the recent literature has shown a lack of research in the field of andragogy aimed at analysing this dynamically changing area of media culture. The considerations undertaken are an introduction to the research on contemporary film series (TV series) and their reception.
PL
Przedmiotem rozważań podjętych w artykule są współczesne seriale filmowe oraz modele zachowań odbiorczych. Celem refleksji badawczej jest zastanowienie się nad rolą seriali w kulturze medialnej, jak również nad nowymi praktykami odbiorczymi, wynikającymi ze zmian społeczno-kulturowych. Wybór przytoczonych tekstów oraz badań z zakresu nauk humanistycznych i społecznych uwarunkowany jest koniecznością prowadzenia interdyscyplinarnych badań nad serialowymi narracjami i ich odbiorem. Przegląd najnowszej literatury wykazał niedostatek badań z zakresu andragogiki ukierunkowanych na analizę tego dynamicznie zmieniającego się obszaru kultury medialnej. Podjęte rozważania stanowią wstęp do badań nad współczesnymi serialami filmowymi i ich recepcją.
PL
Celem artykułu jest omówienie tych aspektów funkcjonowania estetyki językowej w przestrzeni publicznej, w szczególności w dyskusjach, które są pożądane przez użytkowników języka, którzy są obserwatorami toczących się debat. Brak wrażliwości na słowo, wyczucie językowe, takt w języku powoduje obniżenie poziomu kultury językowej w relacjach międzyludzkich. Ludzie, którzy dyskutują o jakości języka, są zdegustowani pauperyzacją kanonu językowego, naruszeniem normy językowej i estetycznym porządkiem myśli, a także brutalnością i wulgaryzacją mówienia o tych fragmentach rzeczywistości, które są przedmiotem sporów publicznych. Omawiając zagadnienie związane z pomijaniem piękna języka w dyskusjach publicznych, odwołuję się do metody analizy aksjolingwistycznej. Nawiązuję do zasad etyki międzyludzkiej komunikacji, wrażliwości językowej i przyzwoitości zachowań językowych. Przedstawiam także wpływ agresji językowej na zanik poczucia estetyki językowej i etyki słowa w sporach publicznych. Spory publiczne ujawniły ważny element kultury mediów. Pokazały, że dla użytkowników języka nie bez znaczenia jest poczucie estetyki, kultury słowa i piękno języka.
EN
The aim of the article is to discuss the aspects of linguistic aesthetics in public discourse, especially those that are desired by language users who are observe ongoing debates. Lack of sensitivity to the word, linguistic intuition and tact in language result in a decrease in the level of language culture in interpersonal relations. People who discuss the quality of language are disgusted by pauperization of language canons, violation of linguistic norms and the aesthetic order of thought, as well as brutality and vulgarity in speaking about those fragments of reality that are the subject of public disputes. While discussing the issue of skipping the beauty of language in public discussions, I refer to the method of axiolinguistic analysis. I refer to the principles of ethics of interpersonal communication, linguistic sensitivity and decency in language. I also present the influence of language aggression on the disappearance of linguistic aesthetics and the ethics in the public discourse. Public disputes revealed an important element of media culture. They showed that for the language users, the sense of aesthetics, the culture of the word and the beauty of the language are not without significance.
EN
This text describes the structural, comparative analysis carried out to reconstruct the role played by ordinary people in TV news anno domini 2015. Main evening news programmes of the three main Polish TV stations were chosen. It was found out quickly that an ordinary man as such does not make any important part neither of narration, nor of the agency of events. If it happens, it always must be balanced by additional, special function. Looking for these functions intersected with the observation that all main structures of news with ordinary people were highly homogenic, organized around the well established factors of media newsworthiness, led to the conclusion that there is relatively small number of such typifications. In its last part the analysis showed that the images and functions of an ordinary man in TV news can be constructed by seven schemes. In all cases they make the types of instrumentalization of what is ordinary – following the golden rule that ‘the mediatized normality must be abnormal’. It its conclusions the text describes every one of these patterns, using the theoretical approach of the gatekeeping, media culture and mediatization theories.
PL
Tekst opisuje strukturalną analizę porównawczą, której celem było ustalenie, jakie role obecnie odgrywają zwykli ludzie w telewizyjnych wiadomościach. Badania objęły główne wydania wiadomości trzech największych stacji telewizyjnych w Polsce. Na ich podstawie stwierdzono, że zwykły człowiek jako aktor wydarzeń występuje niezmiernie rzadko, a kiedy już tak się dzieje, stoi za tym jakaś szczególna, dodatkowa funkcja. Okazało się również, że struktury przekazów są wysoce homogeniczne, zorganizowane wokół czynników atrakcyjności informacyjnej i niewielkiej liczby powtarzających się strukturalno-tematycznych schematów. Wizerunki i funkcje zwykłego człowieka można opisać za pomocą siedmiu. Są to typy instrumentalizacji zwykłości, zachodzącej zgodnie z zasadą „zmediatyzowana zwykłość staje się niezwykła na wiele sposobów”. Typy te są następnie opisywane w kontekście teorii kultury mediów i mediatyzacji.
Communication Today
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2017
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vol. 8
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issue 1
4–29
EN
Episodic television drama is currently one of the most popular, profitable and variable forms of audio-visual media production. The author of the study focuses on its ability to appeal to people preferring ‘traditional’ modes of reception as well as to media audiences that spend a lot of their free time in the virtual world. New trends in production of dramatic television series and serials refer to importance of multimedia distribution platforms and fully acknowledge social networks as communication and advertising channels that are capable of actively encouraging the emergence and evolution of so-called “institutionalised fandoms”. The text aims to offer a set of theoretical outlines related to post-television era, placing emphasis on “brandcasting”, a term that has been developed in order to thoroughly reflect on processes of television branding which often result in hybrid communication forms merging media content and promotional material. The author also focuses on specific modes of producing, distributing and consuming episodic television drama in the context of so-called “over-the-top” television (OTT TV) or rather “connected” television. The addressed development tendencies are explained through an analysis of successful cooperation between two popular entertainment brands (Marvel Television and Netflix) that is built upon the contemporary ‘boom’ of superheroes and their stories. A basic assumption here is that television drama serials produced by Marvel and exclusively distributed by Netflix can be seen as hybrids of content and promotion which significantly expand Marvel’s global popularity and Netflix’s increasing influence in the sphere of digital media production and distribution.
PL
Żyjemy dziś otoczeni przez media, zanurzeni w kulturze medialnej. Jest ona źródłem współczesnych mitów: wolności, miłości, sukcesu, szczęścia. Czerpiemy z niej wzory konsumpcji, pragnień, zachowań i stylów życia. W przekazach obecne są m.in. modele kobiecości: tradycyjny, neotradycyjny i egalitarny, czyli ponowoczesny. Ostatecznie dominacja uwspółcześnionego modelu tradycyjnego (zwanego tradycyjnym asymetrycznym lub neotradycyjnym) w analizowanych przejawach kultury medialnej nad niewątpliwie atrakcyjnym modelem egalitarnym dąży do zachowania społecznego status quo.
EN
Nowadays we live surrounded by the media, immersed in media culture. It is the source of contemporary myths of freedom, love, success, happiness. It also provides the role models of consumption, desires, behaviour and lifestyles. Mass media present, among other, different models of femininity: traditional, neotraditional, egalitarian or postmodern. After all, the domination of modernized traditional model (also known as traditional asymmetric or neotraditional) in the analyzed examples of media culture over undoubtedly attractive egalitarian model tends to preserve the social status quo.
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2015
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vol. 4
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issue 3
319-331
EN
The “new atheism” and the “new evangelization” have become the buzzwords of the age. Atheism is now the fastest growing “religious” group in the United States; the new evangelization decisively shaped the conclave that elected Jorge Bergoglio to the papacy. Twenty years ago, in Crossing the Threshold of Hope, John Paul II reflected pastorally on some of the philosophical, spiritual, and cultural roots of both. His insights, embodied in Christians who live them, offer the Church a key to our times. If evangelization today is to announce the Gospel in the languages of today, what script might it use? What images might it evoke? What might its cadence be like?
Diametros
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2014
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issue 40
176-200
XX
This essay re-examines some key fundamentals of the Enlightenment regarding individual rights, responsibilities and republicanism which deserve and require re-emphasis today, insofar as they underscore the character and fundamental importance of mature judgment, and how developing and fostering mature judgment is a fundamental aim of education. These fundamentals have been clouded or eroded by various recent developments, including mis-guided educational policy and not a little scholarly bickering. Clarity about these fundamentals is more important today than ever. Sapere aude!
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