Media Image

Artykuł poświęcony jest opisowi mechanizmów kształtowania obrazu medialnego.
Autorka proponuje metodę analizy opartą na najszerszym znaczeniu tego terminu, która zakłada włączenie do korpusu badanego materiału tekstów nie tylko zaprojektowanych przez profesjonalistów, ale też tych, które pojawiły się w przestrzeni medialnej spontanicznie. Podstawową materią badawczą są memy internetowe, które otrzymały we współczesnych badaniach lingwistycznych status podstawowej
jednostki strukturalnej przestrzeni medialnej. Korpus memów internetowych, które reprezentują obraz medialny, jest traktowany jako hipertekst, co pozwala nie tylko zidentyfikować i opisać różne aspekty reprezentowanego wizerunku medialnego, ale także zrozumieć zasady strukturyzacji odpowiednich konceptów medialnych oraz określić ich korelację z innymi fragmentami zbiorowej przestrzeni kognitywnej.

Description This book complements the more textually-based Bauhaus scholarship with a practice-oriented and creative interpretive method, which makes it possible to consider Bauhaus-related works in an unconventional light. Edit Toth argues that focusing on the functionalist approach of the Bauhaus has hindered scholars from properly understanding its design work. With a global scope and under-studied topics, the book advances current scholarly discussions concerning the relationship between image technologies and the body by calling attention to the materiality of image production and strategies of re-channeling image culture into material processes and physical body space, the space of dimensionality and everyday activity.

Table of Contents

1. Introduction
2. Orienting The New Woman: Bruer’s Furniture and Complex Gender Expressivity at the Haus Am Horn
3. Optical Improvisations: Jazz, Film and Moholy-Nagy’s Light Prop for an Electric Stage
4. Domestic Interventions: Brandt’s "Mediatized" Objects and Self-Portrait Photographs
5. "Taking Apart" The Sukya: The Yamawakis’s Postwar Tokyo Home
6. Vertigo and Kepes’s Light Art in 1950’s America
7. Contemporary Architecture and Media as the Material Space of Perception

The pontificate of John Paul II coincided with the rising times of the of visual culture and media primacy. The unique personality of this Polish Pope was depicted during the canonization by numerous media reports, many of which presented photos from different periods of his life providing the evidence of the unusual features of the newly appointed saint. This study categorizes JPII media images shown in media photographs, on three areas: as the Man in his private sphere, the Pope in public sphere and the Mystic in spiritual sphere. For each of these provided are the examples of personality traits that created the media image of young, active Karol Wojtyla, later the pope a skilled politician and leader, and finally illustrated the greatness of suffering thinker and illuminated mystic.

The Beauty and/or the Beast? Media image of Yulia Tymoshenko
and Viktor Yanukovych in Polish press (2009-2012).
The popularity of Yulia Tymoshenko in Western Ukraine, as well as the interest her phenomenon received in Poland is astonishing. Tymoshenko seems to focus multiple political tendencies, symbols, while her image and life provides ideal analytical material for experts in political studies, marketing, political advertising, feminism, cultural transformation and mass culture. Viktor Yanukovych seems a much less ‘commercially colourful’ figure, but due to their simultaneous presence in politics, there emerges a dichotomy, an image of contrasts which is therefore interesting for the observer. One may venture a claim that without Yanukovych the image of Yulia Tymoshenko would be incomplete and
vice versa – without Tymoshenko, Yanukovych would be a different politician. In the public perception, both figures appear almost simultaneously and immediately show themselves as political adversaries. Without doubt, Yulia Tymoshenko is received much better in the West than in Ukraine itself, while the popularity of both politicians in Ukraine is comparable, with a slight advantage in favour of
Yanukovych. A cursory qualitative analysis of Polish press since 2009, with the theme as an analytical unit in this case information and other journalistic texts concerning Tymoshenko and Yanukovych, permits
a thesis that the image of those persons is constrained chiefly by the form of the communication: the texts are not long and usually outline the social and political realities perfunctorily. This yields a simplified, stereotypical, even sensationalist image of politicians, which is aimed at winning readers and commercial gain. On top of that, the political realities these reports present is far from the truth. The persons discussed are rather celebrities than politicians, though in this respect Tymoshenko is more affected than Yanukovych. Polish media commonly make Yanukovych resemble Soviet apparatchiks,
a politician who is perhaps not brilliant but untouchable as he represents the interests of influential groups. Tymoshenko is image is considerably more diversified  recently she is seen as the
victim of the system, a political prisoner and martyr.
Given the fact that Ukrainian affairs receive relatively broad coverage in Poland, an interested member of the public still has the opportunity to obtain a fairly objective picture of the realities.

Relying on the thesis that media misrepresent reality the author addresses the problem of constructing media world picture paying
special attention to the polysemanticism of this concept. The article makes an attempt to distinguish between the phenomena
of media world picture representing the interpretation of reality by media and world picture being a result of the individual’s cognitive
activity. As a conclusion the author introduces his own original model of the process of developing media world picture.

Основываясь на том, что медиа отражают реальность искаженно, автор обращается к проблеме конструирования
медийной картины мира, акцентируя внимание на многозначности данного понятия. На базе этого в статье
предпринята попытка развести феномены медийной картины мира, представляющей собой интерпретацию
реальности посредством медиа, и картины мира, являющейся результатом когнитивной деятельности индивида. В заключение статьи автор предлагает собственную модель процесса формирования медийной картины мира.

Ethical dimensions with the media are also related to the intercultural awareness. This research attempts to explores what role EU diversity and its intercultural image play in the process of constructing its supranational European identity. This is fuelled by the European Union's concern with culture as one of the main driving forces for constructing European identity. Europe is also seen as representing "Unity in diversity ". The aim of this research is to examine the ethical impact of internal video production of European Union institutional ad-Growing together-EU Enlargement ad. The European Commission has been forced to withdraw a high-budget video promoting the EU enlargement being accused of depicting other cultures in a racist manner. Through this ad as a case study, this paper will try to demonstrate, what the pop media diversity practice might bring to the society in terms of ethical respectful representation of its citizens in relation with outside Europe. Some of the cultural management theory and practice might offer concepts that can lead to the desired achievement of a common EU identity while not suppressing the values and cultural identity of each member states trying to answer in the same time the question of whether or not the EU has a potential of handling it consciously and becoming innovative in achieving its intercultural policy. Paper will tried to show what may happen and actually happened if the need for mutual respect and understanding was ignored. Does a no-physical-borders policy really lead to a " no borders " identity amongst EU citizens? And if so, does this change its external intercultural strategies.

The mass media play a crucial role in modern societies. Media allows reaching with information’s about current events to the broad masses of recipients, they interpret it and construct their meanings, they create a community of values, organize entertainment in leisure time and mediate in mobilizing social movements. Mass communication is also related to conduct of public debate and developing public opinion awareness about social problems. The aim of this article is to bring closer look on the results of empirical analysis of selected messages perceived by older people in the press, radio and television that are related to their image, problems and interests. Work outlines the expectations of senior citizens towards activities of mass media on local and national level.
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Środki komunikowania masowego odgrywają kluczową rolę w społeczeństwach nowoczesnych. Media umożliwiają docieranie informacji o bieżących wydarzeniach do szerokich rzesz odbiorców, interpretują je i konstruują ich znaczenia, wytwarzają wspólnotę wartości, organizują rozrywkę w czasie wolnym oraz pośredniczą w mobilizowaniu ruchów społecznych. Komunikacja masowa jest też związana z prowadzeniem debaty publicznej i uwrażliwianiem opinii publicznej na problemy społeczne. Celem artykułu jest przybliżenie wybranych wyników analiz empirycznych przekazów dostrzeganych przez ludzi starych w prasie, radiu i telewizji związanych z ich wizerunkiem, problemami i interesami. Praca zarysowuje również oczekiwania seniorów wobec działalności mass mediów na poziomie lokalnym i krajowym.