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Perception of External Marketing Communication of Companies by Young Customers

Abstract

External marketing communication of companies is a purposeful process of transferring information to the company’s environment - society, competitors, clients and receiving their feedback. Based on the signals, the company adapts its way of communication. Choosing the most suitable type of communication may be one of the factors deciding about a company’s success. Even the best offer would not be able to attract customer’s attention if the information did not reach one. The article combines secondary data - results of the research conducted in Polish companies regarding the use of communication tools, and primary data obtained from own surveys carried out on students regarding the perception of those tools. The purpose of the article is to evaluate the perception of different communication forms by young customers.

Open access
Usefulness and Potential Benefits of Analyzing New Media from the Perspective of L. Manovich’s Soft Technological Determinism – The Case of Instagram and Smartphone

Abstract

The article is an attempt to confront Lev Manovich’s soft technological determinism with two contemporary media - the smartphone and the mobile application called Instagram. The analysis is based on the characteristics of a term called “new media” identified by Manovich, with emphasis on variation and cultural transcoding. The verification of accuracy and the use of the soft technological determinism in the context of selected new media has varied by the discourse on contemporary new media and constitutes an interesting point of view. The evolution and the development of both variation and cultural transcoding (two elements conditioning their universality which continually shows an upward trend) regarding mobile media, give an opportunity to forecast their productive potential.

Open access
Ideologeme as a Representative of the Basic Concepts of Ideology in the Media Discourse

Abstract

The paper systematises and analyses basic definitions, classifications, functions, and forms of expression of the ideologeme as a fundamental unit of ideology, as well as reveals the specific features of functioning of ideologemes in the media discourse. In particular, it elaborates on the issue of ideologeme and mythologeme convergence, which can cause mythologization of ideology and ideologization of mythology. A special emphasis is placed on the ability of ideologemes to adapt the structural units of the myth to their content. The purpose of the article is to determine the ability of ideologeme to represent an ideology in the media discourse in the light of its definition framework and functional parameters.

Open access
Psychological and Linguistic Means of Forming “A Soviet Person” in the Journal Periodicals of the Ukrainian Soviet Socialist Republic

Abstract

The article deals with the psychological and linguistic methods of establishing a social life and the impact of the magazines on the public consciousness in the Ukrainian Soviet Socialist Republic. Press provided concealed manipulation programming of the citizens′ behaviour. The whole society was imposed with the regulated values, moral imperatives and ideals via indoctrination, pressure and attack. Mass zombing was considerably played by “the new language” which implemented the basic notions of the totalitarian ideology. Transforming of citizens′ consciousness was possible by manipulating with their interests and desires. In this way the run of social processes was regulated. Russification, denationalization and destroying of national memory took place. Having no alternative a person was transformed into a system cog. Thus the aim of the article is to specify the influence of the journal periodicals in 1950- 1980s by psycho-linguistic means on forming the necessary concept of “a Soviet person”. The following methods were used: concrete historical and sociological press analysis, systematic and comparative analysis as well as generalization of contents and subjects of the magazines, analysis of political impact factors on magazines transformation as the mean of forming public consciousness, content analysis for stating the level of ideological partiality in the magazines and the frequency of usage of the ideological words in magazine texts and peculiarity of their combinability. Content analysis indicators are received by calculation on the sectional observation material. The basis of the empirical research is four public-political magazines “Ukrayina” (“Ukraine”), “Vitchyzna” (“Motherland”), “Zhovten’” (“October”), “Radyans’ka Zhinka” (“Soviet Woman”) and two children’s magazines “Barvinok” (“Periwinkle”) and “Malyatko”2 (“Baby”) of the 1950-1980s.

Open access
Researchgate Projects: Unregulated Academic Social Media

Abstract

ResearchGate (RG) is one of the most popular academic social media platforms currently available to scientists. Allowing scientists, researchers and academics (SRAs) to network through the creation of a free account. RG provides a virtually unlimited ability for SRAs to share research, contact each other through an integrated platform and share ideas. In recent times, projects have been increasing in scope and visibility, fortifying the RG network status. This paper examines some of the project-related features at RG and points out, within a wider examination of RG and other SRA-oriented academic social media platforms, the existing benefits and risks. The results of this work will allow SRAs to manage and invest their time in a better way.

Open access
“Something is Immensely Rotten in the Media Republic”. The Information Dimension of the Refugee Crisis in Europe

Abstract

The article analyzes the reaction of German media to the assaults on women in Cologne and other German and European cities on New Year’s Eve 2015/2016. Nationwide TV channels and newspapers, with rare exceptions, did not report about the events till January 4 or even 5, causing outrage in social networks. This is serious evidence of deep problems in German and Western journalism. Due to the abundance of information resources, the mainstream media hold no monopoly on news delivery anymore. If they continue to compromise themselves, there is a danger of reorientation of the Western audience towards alternative sources of information: extremist Internet resources and foreign media, first of all the Russian ones.

Open access
The Synthesis of Binary Oppositions «Two in One», «Three in One» and «Five Against Four» in D.Merezhkovsky’s Religious Publicism

Abstract

The article presents a differentiation of connotations for the following numbers: one, two, three, four and five from the Dmytro Merezhkovsky’s journalistic program. The implicative nature of the numbers is already established. On its basis there is the synthesis of binary oppositions with religious and philosophical directions and additional extrapolation of the number system into Russian political and cultural areas in the first half of 20th century. The purpose of this article is to differentiate multiple connotations of author’s images and to demonstrate examples of their use. The subject of this study is also to show the ways of reality reflection in the symbolist journalism. The article presents numerical symbols in D. Merezhkovsky’s publicism.

Open access
Ukraine in the German Media in the Context of Political Transformations in the Interwar Period (Based on the Materials of Daily “Dilo”)

Abstract

This article presents the analysis of thematic, historical and political spectrums of the “Ukrainian” content in the German newspapers and magazines of the interwar period. As a source base for this scientific work the authors analyze the newspaper and magazine journalism of that time, which allows not only to keep certain historical episodes (konstatives), but also (in some way) to reflect the views, needs, intentions, challenges, promises as well as German political and social factors in terms of disillusionment of Ukrainian patriotic forces (performatives). Nazism and Bolshevism skillfully used propaganda to achieve predatory targets, therefore it should be a lesson for the future generations, also the importance of conceptional media in Ukraine and Poland should increase.

Open access
An Analysis of Media’s Role: Case Study of Army Public School (APS) Peshawar Attack

Abstract

The study aimed at analyzing the role of media during and after terrorist attacks by examining the media handling of APS Peshawar attack. The sample consisted of males and females selected on convenience basis from universities of Rawalpindi and Islamabad. It was hypothesized that (1) Extensive media coverage of terrorist attacks leads to greater publicity/recognition of terrorist groups (2) Media coverage of APS Peshawar attack increased fear and anxiety in public (3) Positive media handling/coverage of APS Peshawar attack led to public solidarity and peace. The results indicate that i) Media coverage of terrorist attacks does help terrorist groups to gain publicity and recognition amongst public ii) Media coverage of Aps Peshawar attack did not increase fear/anxiety in fact it directed the Pakistani nation towards public solidarity and peace.

Open access
Attitude Measuring in Media Coverage

Abstract

This article present an approach to elaboration of tools for measuring of attitude in media messages. Emotions hidden in single words can have significant influence on recipient of message. Therefore effort of compiling method and indices have been taken. Osgood’s semantic differential and Likert’s scale was main techniques considered in this issue and final thoughts were basing on them. Many different obstacles are indicated for future improvements of techniques and further elaborations.

Open access