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Teoria i praktyka celebrytyzacji politycznej. Celebryci polityczni w internetowych serwisach plotkarskich

100%
Olczyk T.
Środkowoeuropejskie Studia Polityczne
|
2013
|
issue 1
71-90
EN
Celebrities are becoming a subject of growing interest for researchers and journalists. Studies on fame and popularity have become a separate research field with its own academic periodical. There are emerging books devoted solely to celebrities in the world of politics discussing the phenomenon of the increasing role of fame in modern politics, given the context of tabloidization, post-politics or the ‘entertainization’ of politics. Although the corpus of literature dealing with studies on political celebrities is increasing, this field continues to struggle with at least two fundamental issues. The first difficulty concerns the operational application of the concept of celebrity to describe the realm of politics. The second one concerns the limited number of empirical analyses of the phenomenon of political celebritization. The aim of this paper is to begin to fill this gap. The first part analyzes terminological difficulties concerning the concept of political celebrity. Next, the author suggests a new approach to this concept.
2
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Serwis społecznościowy jako narzędzie kampanii wyborczej – profi le Bronisława Komorowskiego, Baracka Obamy i Mitta Romneya na Facebooku

100%
Olczyk T.
Studia Medioznawcze
|
2014
|
issue 4 (59)
87-100
PL
Artykuł realizuje trzy główne cele. Po pierwsze, ukazuje zakres, formy i sposoby wykorzystania mobilizującego i angażującego potencjału nowych mediów w kampanii wyborczej na przykładzie serwisu społecznościowego. Po drugie, opisuje użycie portalu społecznościowego do realizacji klasycznych funkcji dyskursu kampanii. Po trzecie, pokazuje styl i formy prezentacji treści politycznych w mediach społecznościowych. Obserwacje i wnioski formułowane w tym tekście opierają się na porównawczej analizie zawartości ofi cjalnych profi li Bronisława Komorowskiego (kampania prezydencka 2010 roku) oraz Baracka Obamy i Mitta Romneya (kampania prezydencka 2012 roku) w serwisie społecznościowym Facebook.
EN
This article describes scale, forms and means of exploiting new media’s mobilisation and engagement potential of electoral campaings. Social network site Facebook serves here as the case for in-depth analysis. The paper presents how social network is used to support traditional discursive functions, such as attack, acclaim, defense, contrast, and so on. The article also aims at showing the style and form of electoral communication on social network. Study goals in comparative perspective are being achieved through the analysis of posts published on offi cial Facebook profi les by Bronisław Komorowski (Polish presidential campaign in 2010) as well as Barack Obama and Mitt Romney (US presidential campaign in 2012).
3
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Celebrytyzacja polityki w opiniach wyborców

100%
Olczyk T.
Political Preferences
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2014
|
issue 8
161-170
EN
The article presents voters opinion about two aspects of political celebritization: celebritization of style and substance of politicians’ communication and politization fo celebrities. 64% of respondents sees similarities between politicians’ and celebrities’ communication form and content while only 22% of respondents agree with the thesis of politization of celebrities.
4
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Storytelling jako narzędzie marketingu politycznego – model

63%
Wasilewski J., Olczyk T.
Studia Politologiczne
|
2017
|
vol. 45
36-53
EN
The article discusses the concepts of storytelling and narrative in the context of political communication and political marketing. It explains the narrative as a cognitive schema, what is the mechanism of discourse production and then proceeds to analyzing the relationship between the story, the recipient, and the political brand. In the context of political marketing storytelling has five key functions for the brand: cognitive, semiotic, emotional, axiological and social. Storytelling activates structures responsible for information processing and generates branding-related networks. Branding builds on their context and provides tools for interpreting goals and intent.
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