Volumen 7 (2021): Edición 1 (January 2021)

This paper focuses on analysing the specific attributes and applications of content marketing in social media. Through an engaging and targeted content strategy using the “personas”, this kind of marketing creates an engaged and motivated audience both in the commercial and non-commercial environment. The social networks are an appropriate environment and a tool for distributing and promoting content, including arts. The aim of our research was to use an online questionnaire to describe the behaviour of Generation Y (25-40 years) when using online content and identify their preferences. We also characterize the current state and future direction of content marketing in the Slovak conditions and the possibility of its use in the realm of arts.

Conflict is rooted in diverse sources of reality and language cannot alone solve conflicts. It is necessary to know the party’s grammar and ways of discourse. There cannot be compromise without understanding each parties’ reality truths and the rules of discourse relating to the platform of reality with these embedded truths. This work of theory posits that multiple platforms of discourse, each with differing rules, underpins every type of human interaction, political polarization, cultural and ideological clash, and all international relations including that of war. This understanding leads to an engagement strategy for compromise and agreement between the seemingly irreconcilable.

Ghana currently has over 25 registered political parties. The two key political parties in Ghana are the New Patriotic Party (NPP) and National Democratic Congress (NDC). Before the introduction of social media, especially Facebook, political parties in Ghana employed traditional communication strategies, such as TV, Radio, and News Papers, to execute political communication. However, since 2012 political parties in Ghana have deployed and relied heavily on social media platforms, particularly Facebook, as a political communication tool to disseminate their political manifestoes to the electorates in order to clinch political power.

This article adopted a purely descriptive approach with an emphasis on document analysis to review relevant information and literature for the study. Hence literature is sourced from secondary sources like a pool of online libraries, political party’s websites/Facebook pages, and other scholarly research related to the subject under investigation. The objective of this paper is to carefully explore political parties on Facebook, emphasizing the two main Political parties in Ghana, thus the New Patriotic Party (NPP) and National Democratic Congress (NDC).

The aim of the article was to determine the degree of political involvement of the most important representatives of the Polish Catholic press, i.e. “Gość Niedzielny”, “Niedziela”, “Idziemy”, and “Przewodnik Katolicki” in the 2020 presidential campaign in Poland. The periodicals took into account the important context of the campaign, i.e. the coronavirus pandemic, the lockdown and its social and political consequences, as well as the problem of polarisation of the Polish political scene. “Gość Niedzielny”, “Niedziela” and “Idziemy” gave clear support to Andrzej Duda. The political involvement of the above press titles should be assessed as going beyond Catholic social science. “Przewodnik Katolicki” was the only one to point out both the strengths and weaknesses of the incumbent’s programme and political activity.

One of the most interesting phenomena observed in the Polish language today is the unquestionable, non-rigorous ability of the language to adapt to the latest social trends like the development. This article provides an overview of the selected most network communication’ important forms of linguistic expression of contemporary Internet Polish language in the communicative aspect. The basic formations and structures used by Internet users are characterized and the current state of the Polish language of online communication is presented, paying attention to the less and less noticeable disproportions between communication in the Internet space and traditional interpersonal communication. The excerpted forms, based on the well-known and completely new abstract units of the dictionary system, allowed a synthetic analysis of an interesting linguistic and communicative phenomenon, which is the marriage of both traditional and new-fangled structures of the Polish language with modern and flexible forms of digital network communication.

The existence of press offices in public administration, in uniformed forces, is not a new phenomenon– even in Poland. This profession did not appear in the nineties as it may have seemed, but had been present much earlier. The fact is that after the political transformation in 1989, it became less propaganda orientated and leant towards public relations. Nowadays, almost every uniform service has a smaller or bigger structure of media-related officers, who are capable of using strategies, tools and techniques from the field of social communication for the fulfilment of various goals. The Polish Police force is a service which was the first that started developing press services and built a system for managing media relations effects. Specific operation of uniform press services which is described in the article was based upon the internal police data and field research based on a research project “Marketing communication of uniformed forces in Poland”.

Is it journal editors’ role to decide whether the language of the manuscripts submitted to their journals is fine? Among so many duties they have, this one seems to be all-too-often forgotten, or ignored, affecting the quality of scientific publications. Their indifference can also lead to unnecessary arguments between authors and reviewers, or to situations in which the authors have no idea what to do. Left alone, authors seldom win, even if they are right. This paper discusses whose role it is to keep writing quality of journal articles.

Although the goals of the press and terrorists are not the same, the two groups engage in a mutually beneficial relationship that often appears confusing to scholars and the public. Both the press and the terrorists need and crave the attention of the public. In this paper the authors examine the motives and the methods that the media and the terrorists attempt to achieve their goals. The terrorists need the attention to create terror and spread their propaganda to further their political causes. The media needs the sensationalism created by the terrorists to attract viewers or readers and to positively effect ratings. The study found that the stories about terrorism increased media ratings while unintentionally benefiting the terrorist by publicizing the terrorist cause.

In the 21st century, the Internet has continued to play a role in breaking news and especially in emergency situations. Social media as an alternate public sphere provides users a platform to seek out clarification, debate, and spread information. Information that might be perceived to be misinformation has become a challenge in both the local news and the international media sphere. Although different scholars have debated this aspect, a review of the relevant literature indicates that few scholars have explored this issue in line with the culture of commenting. The culture of news consumers in the digital age shapes the development of news stories as they seek to find a credible source of information for consumption. This study recognizes that the assumption of misinformation is a very complex problem that is subject to diverse cultural analysis and incessant discourse among experts. Therefore, this study explored the sentiments of YouTube users in the international media sphere in regards to perceived misinformation and the social media culture of commenting. The study investigated YouTube as a communicative platform through the analysis of the content of YouTube channels owned by the media. The study utilized ExportComments.com, a data extraction tool to extract both quantitative and qualitative data from the YouTube channels, and conducted a thematic content qualitative analysis of the comments. This study contributes to the overall public sphere theory. It is imperative for the media to adapt to pro-truth while audience engagement and news media literacy are vital in the age of fake news.

In modern journalism conflict resolution has become one of the significant issues. This paper evaluates the print media coverage of Rohingya crisis, which is one of the world’s most discussed topics in recent years. This study is based on the notion that media has potential to impact conflict prevention and its resolution. Based on their circulation, this study selected four Bangladeshi national daily newspapers. The aim is to examine Rohingya conflict-related news and editorials. The primary results confirmed that the issue’s coverage is negatively presented and consistently concentrated on abuse, violent incidents and the lack of peaceful solutions. It concludes that Bangladeshi print media did not play any crucial role in the peaceful resolution of the Rohingya crisis.

This study aims to answer the question of whether and how the voting attitudes of Polish Twitter users correlate with the election results. It also attempts to understand the online mechanisms of expressing political preferences. The data sample consisted of 8698 tweets attributed to 3508 users concerning attitudes towards the two candidates in the second round of the 2015 presidential election in Poland. Research included semantic analysis and word count techniques. Both approaches yielded similar results and were extremely close to the official post-election outcome – smallest offset amounted to less than 0.1. Moreover, experimental exploration of tweets, users’ behaviour, interactions and dynamics of tweet activity was conducted.

Nowadays, due to the benefits of technological development and the spread of the Internet, various threats have started to be recognized. Still, the awareness of society, especially politicians and state administration in this area is insufficient. This is also evidenced by the fact that initially this topic was not discussed at all in the scientific and even popular literature. The author of the article poses a question: is there, then, an effective method of defense against cyber threats, since their effects can be so disturbing? According to the author, the key to cyber security is the awareness of users of the digital communication process, both at the administrative and social levels.

Media are present today in many areas of human life, also in the sphere of faith. New ways of communicating of media content are emerging. Podcasts are an example of such a form. In this article, an attempt has been made to analyse radio podcasts concerning the faith as a form of religious communication. The aim of the research was to answer the question: Are radio podcasts concerning the topics of faith as a form of religious communication? If so, why and how do they do that? Additional questions were also established: What is religious communication? What are the characteristics of radio podcasts? What are the characteristics and content of the faith-themed podcasts? The concept of religious communication was defined in order to obtain answers to these questions. Then, the specificity of radio podcasts was shown, and, in the next part of the article, the author moved on to the identification and analysis of the content of popular Polish-language podcasts on the topics of faith.

The marketing communication sector is experiencing a particularly intensive development, mainly due to the ongoing dynamic changes in the area of media, which are the driving force of communication changes. Numerous market studies prove that in the conditions of such rapid transformation processes, it is particularly important to provide students with current and desired by employers’ professional competences. The presented article verifies the system of shaping the so-called competences of the future in the sphere of marketing communication by analysing the practical form of education of Polish universities and the expectations of students from four European countries: Poland, the Czech Republic, Latvia and Slovakia. Conclusions regarding the lack of correlation of expectations within the triad: employers - academia - students were supplemented with the presentation of partial results of research carried out under the project “Media and Communication in Education and Science” (project financed by the National Agency for Academic Exchange under the program “International Partnerships”).