Ever since the Kotler’s promotion-mix concept based on the most traditional model of four pillars - advertising, public relations, sales promotion and direct sales has become commonly known, PR has been treated as one of many, typically marketing, impact tools. This perception is particularly characteristic for the science of marketing management and publication. Meanwhile, it is often forgotten that public relations is the management of communication, which may be used in marketing communication, however it is a much broader meaningful concept, giving greater perspectives of use. This article refers to defining a place of public relations between two asymmetric areas of communication - social and marketing one. Basing on literature analysis, the authors define key factors differentiating both perspectives, they also evaluate the proposals for introducing new concepts into the media and communication terminology, indicating the distinctiveness of both conceptual categories.
One of the roles of media research is to explain social phenomena. The Internet became a place where society expresses itself and where society could be influenced or even manipulated. Therefore, online communication analysis becomes a tool that is expected to guarantee the transparency of the social communication process. Unfortunately, the size of the Internet makes analysis difficult, and traditional methods of analysing communication are not always enough or force the researcher to focus on a fragmentary data. The author asks a question which research methods are suitable for Internet research and allow to improve transparency. It focuses on the method group referred to in the article as Mass Automated Internet Analysis. In the final part, the author shows examples of several – existing or being developed – research methods and techniques (including data collection and data analysis field), what research methods can improve the quality of digital communications research.
Panagiotis Tsigaris and Jaime A. Teixeira da Silva
) The rewards of predatory publishing at a small business school. Journal of Scholarly Publishing 48(3): 137-160. DOI: 10.3138/jsp.48.3.137
TEIXEIRA DA SILVA, J.A. (2017) ResearchGate projects: unregulated academic social media. SocialCommunication 1(15): 6-13. DOI: 10.1515/sc-2017-0001
TEIXEIRA DA SILVA, J.A., DOBRÁNSZKI, J. (2018) Editors moving forward: stick to academic basics, maximize transparency and respect, and enforce the rules. Recenti Progressi in Medicina 109(5): 263-266. DOI: 10.1701/2902.29244
TEIXEIRA DA SILVA, J.A., & TSIGARIS, P
CZECH-ROGOYSKA, A., KRAWIEC, M . 2018. IT-Related Anglicisms in Der Spiegel: A Semantic Analysis. [in:] SocialCommunication. Online Journal, Volume 4(1) pp. 12–24.
CZECH-ROGOYSKA, A., ZBOCH, M . 2016. Anglicisms in online German newspapers and magazines. A quantitative and qualitative analysis of articles in ‘Die Welt’, ‘Der Spiegel’, and ‘Der Stern’ in February 2016. [in:] SocialCommunication. Online Journal, Volume 1, pp. 25–58.
BURMASOVA, S . (2010). Empirische Untersuchung der Anglizismen im Deutschen: am Material der Zeitung
Developing of large-scale lignite excavation can often generate socio-environmental conflicts between mining-energy companies and various stakeholders, such as local communities or ecological organizations. In this context indication of potential channels of communication with local communities’ is needed to increase the level of their satisfaction with own knowledge and to optimize the social dialogue. The paper presents the results of a questionnaire survey conducted in selected communities of the Łódź voivodeship where surface mining exists at present (Kleszczów) or will be developed soon (Złoczew). They were realized with the Computer Assisted Telephone Interviewing on the representative groups of adults. The paper contains analysis of two selected closed-type questions: the first one concerned self-assessment of knowledge level of lignite mining, the second one - sources of information on mining activity. Previous media reports on mining activity in the examined areas were analysed, too. As it seems, various means of social communication should be used: television and radio are the major source of information for local communities, printing press and the Internet are important as well. A detailed set of communication channels and the content of individual messages should be carefully selected for specific target groups (depending on gender, age and education). It should be emphasized that a properly conducted public debate may prove to be one of the factors determining the success of mining-energy investments and sustainable development of some regions.
Oksana Banias, Iwona Leonowicz-Bukała and Anna Martens
This article attempts to assess the role of Twitter in international communication on the basis of intentionally selected part of reality. The aim of this paper is to evaluate the potential impact of messages, posted in the microblogging service by the internationally recognized journalist, on creating the image of Poland in the world. Case study was carried out on the example of Anne Applebaum’s Twitter account.
This article analyses creation and development of weekly newspaper “Nashe Slovo” (Our Word) and its role in the protection of Ukrainian identity. Also the author analyzes the role of newspaper in strengthening of Ukraine-Polish relations and the maintenance of Ukrainian national identity in Poland.
The article provides an overview of the developments in Poland after the collapse of communism in 1989 from the point of view of foreign language teaching, including a swift reorientation and transition from a public school system with Russian as the main foreign language, to a diversified language teaching market focused on teaching English and other languages. A particular stress is placed on a relatively new phenomenon, being an increased demand and new opportunities for teaching Polish as a foreign language to be further promoted as a result of anticipated amendments to legal regulations governing the status and certification of the Polish language.