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PL
Abstract: Public opinion in the information society Modern developed societies are referred to as information societies. In information societies in the forefront of the industry slip out the acquisition and exploitation of knowledge. Information and knowledge are the most valuable commodity, but also the most dangerous weapon. Virtual, to a large extent, the information society in the end had to take a position on democracy and politics collide with the concept of civil society. The article attempts to characterize the direction of changes that taking place in modern societies in the field of mass media and the public opinion. Author refers to the increasing importance of media in the social, political and economic aspects of human life.Key words: public opinion, information society, new media, Internet
EN
For politics, just like any member of the public, the Internet is a very convenient medium. It not only allows for a relatively low cost to reach diverse customers, but it is also an excellent tool for meeting the requirements of the politics personalization. Not only their own websites, on-line discussions and e-mail offer today a politician possibility of mediating communication with citizens (voters). Becoming increasingly popular, blog offers many exciting opportunities to provide information. Every political party can find a politician who owns and runs a blog (including Joanna Senyszyn, Waldemar Pawlak, Ryszard Czarnecki, Janusz Korwin-Mikke, Marek Migalski). Most of them treats virtual notebooks as a tool to present their views and image. They emphasize certain information which they believe and have not been adequately provided by other media. Undoubtedly, online diaries begin to play an increasingly important role today in political communication. Even though they are much more “poor” from parliamentary websites, because they contain only the texts published by the author, they are a great advantage of personalistic character. Popularity of blogs among politicians (not only in Poland) is steadily increasing. One of the things attesting to the validity of this court is its constant evolution. Online diaries are more and more powerful. You can now post on blog not only a text, but also a photo, short video or audio file. It should be noted that the political debate is closely dependent on the media and changing with the emergence of new communication tools. Blogs made a significant transfers in this area. For the purposes of this article, subject of study focused on two levels of analysis, for the elections to the Parliament (if they were held this Sunday) and in the context of political ideology. The analysis of empirical data was related to the two main issues: ownership and operation of political blogs and track their entries by the voters.
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EN
In Poland, the way to make the constitutional basis of freedom of speech and freedom of the media opened up with breakthrough systemic taking place in 1989. Today it is sanctioned under the Constitution of 1997 (article 14 expresses the freedom of media and article 54 regulates freedom of expression) and a matter of law on the National Council of Radio and Television. The need for free media market, free flow of information and opinions and the need to protect it with a functioning system of judicial instruments – domestic and international – is now the standard functioning of democratic states. If what is more free speech – mainly implemented by means of mass communication is a real value and perform proper function in society – the mass media must be able to operate without restrictions or influence by external actors. Only then they will be able to inform the public about the socio-political events in the most objective way. Everyone has the right to express their thoughts, whether in private life, whether in public life. In addition, each sentence of the people must be respected, even if someone disagrees with him. This rule is reflected not only in Polish law (both in terms of the Constitution and ordinary laws) but also in the program documents, demands and actions of all major Polish political scene at the party. On the basis of the current legal regulations, political parties have the ability to access public radio and television, which have an impact on the implementation of the constitutional right of freedom of expression in practice. For this example, an object of study focused on two levels of analysis, in relation to the p arliamentary elections of 2011 and in the context of political ideology. The analysis of empirical data on two key issues: the use of freedom of speech by the media in Poland and protection of the constitutional right of free speech by the Polish political parties.
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EN
Political preferences and pre-election polls are interrelated. Analysis of the voice of society helps to plan rationally the future tasks and simultaneously analyze current problems, also social expectations. Although public opinion generally is perceived as acceptance or criticism of political action, but this survey and their analysis also points to a third state of indifference to politics. Often, the parties seek to reduce this third group and are communicating to a neutral or undecided voters, trying to enlarge the circle of its supporters. It is necessary to remember that public opinion is shaped by the information coming to its knowledge, and these may be subject of manipulation. It is believed that it is often manipulated by party leaders and the media. Conducive to this type of activity is the time of the election campaign, including a measure surveys of support for particular parties or candidates. Extre- mely important due to the influence of the media is the perception of fairness by the public. Analysis of the receipt of polls, assess the reliability and credibility of media sources is useful for specialists in PR and marketing franchise. The research allowed to extract some trends in the behavior of the electorate, which in view of their continuation can be very useful.
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