Polish Communication Association Journals
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Elena Vartanova (2013). Постсоветские трансформации российских СМИ и журналистики [Post-Soviet Transformations of Russian Media and Journalism]. Moscow: MediaMir Publishing, pp. 278, ISBN: 978-5-91177-059-4.
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Learning PR. Methodological and legitimation-based learning in PR — A theoretical approach and empirical findings
No full textPR increases the reflexivity of organizations, thereby providing a central opportunity for learning. While this consideration is implicitly contained in many definitions and theories relating to PR, organizational learning has until now remained a “hidden topic” in international PR research. This is all the more surprising when we consider that learning is relevant to PR on two counts at least: first, the aforementioned role of PR as a central learning opportunity within an organization. PR identifies stakeholder demands and develops strategies to help ensure the legitimacy of the organization. This will be referred to as legitimation-based learning. Second, PR learns with respect to its own methods and skills. This will be referred to as method-based learning. This article will present a theoretical framework for legitimation-based and method-based learning. Then, the initial results of an online survey N = 121 that examines selected issues relating to this approach will be presented
Maciej Miżejewski (2013). Ochrona pluralizmu w polityce medialnej Włoch [Protection of Pluralism in Italian Media Policy]. Kraków: Księgarnia Akademicka, pp. 204, ISBN: 978-83-763-8231-9
No full textFacebook as an alternative public space: The use of Facebook by Ukrainian journalists during the 2012 parliamentary election
No full textAs the social media increasingly proliferate and shape media consumption in the present-day world, journalists growingly turn to them in search of direct access to their audiences. Under conditions of restricted media freedom, such access suggests a great asset both to journalists who can engage into an open discussion with a wider public and to the very public. In Ukraine, both trends had been vivid in recent years preceding the Euromaidan: on the one hand, media freedom had been deteriorating, but on the other hand, journalists had been utilizing social media more actively. The article examines how Ukrainian journalists communicated with their audiences via Facebook. In particular, it analyzes patterns of interaction during the 2012 parliamentary election campaign. The results of the study show a substantial level of confusion among Ukrainian journalists regarding the role of public debate on Facebook in 2012–2013. While journalists tended to dismiss users’ comments as mostly irrelevant, they did consider themselves to be providers of important information or viewpoints for the formation of public opinion. Although such interaction between journalists and other users does not satisfy the normative criteria of the public sphere, analysis of content and interviews with journalists showed that Facebook did suggest an evolving alternative public space in Ukraine, in contrast to the ever more controlled space of mainstream media during the presidency of Yanukovych
Marta Majorek (2014). Kod YouTube. Od kultury partycypacji do kultury kreatywności [The Code of YouTube. From Participation CUlture to Creativity Culture]. Kraków: Universitatis, pp. 238, ISBN: 97883-242-2633-7.
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The global society and its impact on public relations theorizing: Reflections on major macro trends
No full textThis article contributes to the discussion on societal changes and their impact on communication disciplines by focusing on public relations and its role in contemporary global society. The thesis is that the public relations profession has been affected by contemporary societal changes that challenge the existing body of knowledge and its underpinning theories. To understand the role of public relations in 21st century global societies and pursuing future public relations theorizing, the authors argue it is paramount to comprehend which factors at macro, meso, and micro levels lie beneath the substantial changes in today’s global society. The article presents and reflects on four major macro trends of contemporary global society and concludes with suggestions for future directions for public relations scholarship and practice that are rooted in the concept of community and the idea of being part of and at the service of a community
Gary Graham, Anita Greenhill, Donald Shaw and Chris J. Vargo (eds.). (2015). Content Is King. New Media Management in the Digital Age. New York and London: Bloomsbury Publishing Inc., pp. 256, ISBN: 978-1-6235-6545-9
No full textWho defines the narrative of a crisis? The case of an Estonian online boycott campaign against an international supermarket chain
No full textThis study examines the impact of social media activism in the form of a boycott case through the analysis of online and mass media news articles. The article reviews a conflict between a supermarket chain and its Estonian customers in April 2010, and focuses on definition hegemony the process by which the crisis is defined, the reaction of journalists and consumers to the case, and its impact on a company’s crisis communication. It examines the role of social media in formenting a crisis and keeping it active. The analysis of social media and mass media texts, as well as press releases, suggest that citizens have power over corporations because of their ability to raise questions, be critical of company behavior, and in defining the crisis narrative. The findings indicate that who is able to define the crisis can significantly affect its course