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EN
Contemporary political communication exacts seeking new areas of public presence of politicians. Women’s magazines have become one of the most promising channel of political communication because of reasons which are discussed in the article. The author argues that the growing importance of the press is an effect of political marketing (personalization and celebrization of politics), commercialization of the media (tabloidization of journalism), as well as changing expectations of audiences which are fragmented and uninterested in politics. These processes result in growing importance of the media which are not directly associated with politics. Politicians’ presence in the women’s magazines leads to intimization of political journalism creating new conditions of building political persona.
PL
W artykule poruszono problemy związane z personalizacją profili internetowych i ich wpły-wem na użytkowników Internetu, a szczególnie młodzież. Przeanalizowano aktualne i przewidy-wane skutki związane z profilowaniem i personalizacją kont głównie w mediach społecznościo-wych. Wskazano na potencjalne zagrożenia, jakie może nieść ze sobą zjawisko personalizacji profili internetowych. Zwrócono uwagę na rolę systemu edukacji w prawidłowym przygotowa-niu młodego pokolenia do postrzegania i eliminowania niekorzystnych zjawisk związanych z tym problemem. Oceniono, że personalizacja profili internetowych jest olbrzymim proble-mem, z jakim będzie musiała zmierzyć się tak od strony teoretycznej, jak i praktycznej, współ-czesna informatyka.
EN
This article discusses problems related to the personalisation of internet profiles and their in-fluence on the users, especially youth. Current and predicted results are analysed that relate to the personalisation of the accounts, mainly in the social media. Potential risks of such personalisation are addressed. The role of the educational system in a proper preparation of the young generation to recognize and eliminate unwanted situations is emphasized. It was concluded that the personali-sation of internet profiles is a substantial problem that has to be faced by the modern computer science, both in theoretical and practical aspect.
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