Polish Communication Association Journals
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O sztuce opowiadania historii. Wykorzystanie storytellingu w kampaniach społecznych i reklamach komercyjnych
No full textIn the paper, we analyze how storytelling is used in creating social campaigns and commercials by different actors. Storytelling is a method of communication and creating relationships basing on emotions. These emotions build trust between the participants of the communication process and encourage the exchange of experience. Therefore, storytelling is increasingly used as a part of strategic planning by many companies. It is also used in sales promotion to build brand identity, strengthen recognition and credibility as well as in creating social campaigns which are important instruments of modern communication. Such social campaigns are conducted by various entities, including institutions, enterprises, NGOs, and citizens, and contribute to the improvement of the world. At the same time, companies create social campaigns to build a positive brand image. The image of a brand that not only cares about its sales and profits but also about its surroundings.Artykuł stanowi analizę wykorzystania storytellingu przy tworzeniu kampanii społecznych i reklam komercyjnych przez różne podmioty. Storytelling jest sposobem komunikacji i tworzenia relacji opartym na emocjach. To one budują pomiędzy stronami komunikatu zaufanie i zachęcają do wymiany doświadczeń. Dlatego też coraz częściej jest on stosowany jako element strategii wielu firm. Funkcjonuje również w promocji sprzedaży, aby zbudować identyfikację, rozpoznawalność i wzmocnić wiarygodność. Jest też często wykorzystywany przy tworzeniu kampanii społecznych, które są obecnie ważnymi narzędziami współczesnej komunikacji. Kampanie te, realizowane przez różne podmioty, m.in. instytucje, przedsiębiorstwa, organizacje pozarządowe oraz obywateli, przyczyniają się do zmiany rzeczywistości na lepszą. Firmy tworzą kampanie społeczne, aby budować pozytywny wizerunek marki w kontaktach ze społeczeństwem. Marki, która dba nie tylko o zysk i jak największą sprzedaż, ale też o otaczający ją świat
Społeczeństwo w sieci. Przegląd tendencji w użytkowaniu i procesie rozwoju mediów społecznościowych oraz internetu w czasie pandemii COVID-19
No full textThe COVID-19 pandemic forced numerous changes in many areas of human life. Society faced the challenge of adapting to the new reality. Due to the restrictions, people stayed at home and many aspects of their everyday lives moved to the Internet. Direct communication was largely replaced by remote communication, the use of digital tools increased, and social media developed and become the main ways of communication between families, members of the academic community, work colleagues, and brands with their clients. The Internet played a more significant role in maintaining interpersonal relationships than ever before. In this paper, the author reviews trends in the usage and development of social media and the Internet during the COVID-19 pandemic, with particular emphasis put on the case of Poland.Pandemia COVID-19 wymusiła liczne zmiany w wielu obszarach życia ludzkiego. Społeczeństwo stanęło przed wyzwaniem zaadaptowania się do nowej rzeczywistości. Ze względu na obostrzenia ludzie zostali w domach, a wiele aspektów ich codziennej działalności przeniosło się do internetu. Komunikacja bezpośrednia została w znacznym stopniu wyparta przez komunikację na odległość, wzrosło użycie narzędzi cyfrowych, nastąpił rozwój mediów społecznościowych, które stały się kanałami komunikacji rodzin, zbiorowości akademickiej, środowisk pracowniczych czy różnych marek ze swoimi klientami. Internet jak nigdy dotąd odegrał znaczącą rolę w utrzymywaniu stosunków międzyludzkich. W artykule autorka dokonała ogólnego przeglądu tendencji w użytkowaniu i w procesie rozwoju mediów społecznościowych oraz internetu w czasie pandemii COVID-19, ze szczególnym uwzględnieniem tych kierunków w Polsce
Cultural Citizenship, Popular Culture and Gender: Examining Audience Understandings of The Handmaid’s Tale in Hungary
No full textThis article examines how audiences engage with popular culture in ways that forge political awareness and civic engagement. Through exploring the various levels of engagement of Hungarian women with the 2017–2020 television adaptation of The Handmaid’s Tale, this study answers questions such as: How do Hungarian female audiences engage with topics raised in The Handmaid’s Tale? How does their engagement with the show encourage cultural citizenship? Based on in-depth interviews with twenty-two Hungarian women, this qualitative empirical research sheds light on the role of television drama series in facilitating the manifestation of cultural citizenship as an arena of identity-construction and community-formation
Social Media News: A Comparative Analysis of the Journalistic Uses of Twitter
No full textThe article investigates media organizations’ strategies to adapt to the new media ecology in which Twitter is renewing traditional news-production routines. Two main strategies are identified: a traditional approach aimed at one-way news dissemination, and a journalistic model that recasts the relationship with the audience and uses Twitter as a community building tool. It has been assumed that media outlets’ endeavours to gain centrality in the information system are associated with their ability in using the appropriate communication tools of Twitter and the implementation of strategies based on interaction with users. Based on a comparative analysis of Twitter uses by newspapers in 31 countries, the study shows that the ability to manage the structural elements of the platform is widespread among media organizations. Concurrently, the relational strategy, i.e. the investment in community-building, although less widespread, is present in many countries and leads to an increase level of user involvement.  
Adolescents on YouTube: Gender Differences Regarding the Videos They Upload and Watch
No full textThis study examines whether gender is a key factor when producing and uploading audio-visual content to this social network. The research has been carried out using content analysis methodology applied to a sample of 300 videos uploaded to YouTube by adolescents aged 11-17 years, which were collected and analysed during the state of emergency in Spain (13 March – 21 June of 2020) as a result of the COVID-19 pandemic. Contents uploaded by these YouTubers are amusing, and their topics differ significantly depending on the author’s gender. Boys focus mainly on playing games, while the range of topics among girls is more diverse. There are no significant differences in the way both genders approach the topic of COVID-19. Channels oriented toward girls are protected from comments their followers might make about them, whereas boys are more exposed to members of the public who view their audio-visual productions
Agglomerations, Relationality, and In-betweenness: Re-learning to Research Agency in Digital Communication
No full textAs today’s communicative acts are usually irrevocably tied with digital technology, it is important to better understand the resulting ontological and epistemological shifts. The central claim of this article is that humans can no longer be the prime referents of research, either as pure communicators or pure audiences. Instead, research must become sensitive to relational agential flows, whereby different entities interact within ontologically flat agglomerations. For this purpose, the article develops a posthumanist account of the research process that explicitly rejects traditional anthropocentric assumptions in favor of an egalitarian framework that emphasizes relationality and, therefore, constant multidirectional change without linear paths of causation
The Mass Media’s Systemic Contribution to Political Transformation: Coverage of the 1956 Uprising in Hungarian Print Media (June 1988–June 1989)
No full textThe article is aimed at contributing to the discussion of the role of the mass media system in political transformation. For this purpose, reporting on a political issue relevant to the transformation was selected for tracing the theoretical assumption along empirical results: the hitherto taboo topic of Hungarian uprising in 1956. I studied how 1956 was reported in Hungary’s main print media, Népszabadság and Magyar Nemzet, from June 1988 to June 1989. These newspapers, despite still being controlled by the government in the dissolving socialist system of the end 1980s, helped a functional public sphere emerging. The newspapers broadened the interpretive scope by facilitating dissenting opinions and enabled a hitherto suppressed discourse about Kadar’s role in the historical events of 1956. The results suggest the newspapers acted as professional mediators and had a systemic stabilising effect on Hungarian society in this smouldering conflict
Media Exposure to Conspiracy vs. Anti-conspiracy Information. Effects on the Willingness to Accept a COVID-19 Vaccine.
No full textThe COVID-19 pandemic opened the doors for a corresponding “infodemic”, associated with various misleading narratives related to the SARS-CoV-2 virus. As the way to stop the pandemic was unveiled, misleading narratives switched from the disease itself to the vaccine. Nevertheless, a rather scarce corpus of literature has approached the effects of these narratives on the willingness to take a vaccine against COVID-19. This study investigates how exposure to conspiracy narratives versus information that counter these narratives influences people’s willingness to get vaccinated. Based on an experimental design, using a sample of Romanian students (N=301), this research shows that exposure to factual information related to COVID-19 vaccines meant to debunk conspiracy theories leads to higher willingness to vaccinate. Furthermore, this study shows that young, educated Romanians consider distant others to be more influenced by conspiracy theories on this topic, and, therefore, more prone to exhibit hesitancy towards COVID-19 vaccination
Media w obliczu pandemii koronawirusa – nowe trendy i wyzwania. Zarys problematyki
No full textThe paper focuses on the problems of the media – mainly new media but also traditional ones - in the COVID-19 pandemic, particularly on the role they assumed and the new behavioral patterns of their audiences. The aim of this paper is to present the most significant issues related to the media and social communication in this period, both from the perspective of senders and receivers. It also offers a reflection on ethics regarding the media in the COVID-19 pandemic. The paper is meant to be an overview of multiple issues related to the media in the COVID-19 pandemics and is based on previously published reports, analyzes, and studies regarding this topic.Artykuł skupia się na kwestiach dotyczących mediów (szczególnie nowych, lecz nawiązuje także do tradycyjnych) w obliczu pandemii koronawirusa – zwłaszcza roli, jaką przyjęły, oraz nowych nawyków, które wykształciły się wśród ich odbiorców. Najogólniej rzecz biorąc, praca ma na celu ukazanie najważniejszych zagadnień związanych z mediami i komunikacją w tym specyficznym czasie – zarówno z perspektywy nadawców, jak i odbiorców. W pracy przedstawiono również refleksję etyczną nad mediami w kontekście pandemii COVID-19. Artykuł ma charakter przeglądowy i nakreśla wybrane problemy. Został opracowany na podstawie opublikowanych dotychczas raportów, analiz oraz opracowań naukowych w obszarze poruszanej tematyki.