Volume 4 (2018): Issue 1 (June 2018)

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.

The paper endeavours to semantically scrutinize anglicisms in Der Spiegel in the specialist field of IT. It was attempted to establish if, and to what extent, the anglicisms alter their meaning in the borrowing process. The article focuses on randomly selected anglicisms in IT-related texts in Der Spiegel, for both the newspaper and the domain are deemed to have been the most prolific in terms of English borrowings. The objective of this comparative study is to arrive at certain general tendencies governing the semantic treatment of English words in German. The paper constitutes merely an excerpt from the research on IT-related anglicisms, and may well serve as a basis for further research, on the grounds that alongside the development of ICT, languages need new names for concepts. Therefore, it is by all means prudent and instructive to delve into the tendencies governing the way anglicisms permeate into the German language.

The author discusses important issues of the dialogical essence of thinking and internal dialogism in the moral and ethical journalism. Choosing everyone’ ability of monologic revelation as the starting point of her study, the author concludes that these revelations are a kind of reconsidering historical, personal and interpersonal shifts that lead to the desire to learn the truth, to harmonize the vision and understanding of a situation with someone else’s viewpoint. In search for the truth, both the publicist and the audience -together or separately - cross different levels of a dialogue as it is presented by the “communicative pyramid” as a model of dialogical communication and the formation of the personality.

In the article the methodological and applied criteria of symbolist publicism as an independent form of analytical journalism are defined. The subject of the research is the argumentative basis and semantic resources of public statements of philosophers and writers, i.e. the representatives of Russian symbolism. The relevance of the topic is due to the crisis of modern publicism, which becomes similar to a product and leads to mental and moral enslavement. The general purpose of the study is the legitimization of the term «symbolist publicism». Genre-stylistic peculiarities of symbolist text-making, as well the outlook landmarks of symbolic representatives of the Silver Age, were studied by E. Kassierer, M. Voskresenskaya, A. Mazurchuk, O. Matyushkin, O. Ponomarev, L. Kravets, and others.

The purpose of this article is find out about the role that was played by Twitter during the first week of Ferguson Unrests that started on the 9th of August 2014. As a source base for this work the author analyzes the newspapers, magazine journalism and articles upon the death of Michael Brown to show how local journalists and activists used Twitter to communicate and comment on his death. Through the examination of hashtag usage, the author demonstrates how Twitter has become a powerful tool to start nationwide discussion, as well as how hashtag activism can trigger creation of a new social movement.

The use of mass communication in the field of foreign language teaching is not a new phenomenon, because traditional media have been in use in this area for a few decades. Nowadays, however, several tendencies confirming the scale of this phenomenon can be observed. Mass media, and new media in particular, are used both in the process of self-education and as an important tool used by foreign language teachers. Technological progress, the communication revolution, the spread of the Internet, and the development of new media and mobile technologies offer modern and more effective methods of language education. This article reviews the conditions relating to the relationship between mass media and language learning, taking into account the possibility of using one of the key functions of mass communication, namely its educational function. The authors, using literature analysis, defined and analyzed the causes of specific symbiosis between media tools and technologies as well as the methodology used in the field of foreign language teaching.

Hikikomori social withdrawal syndrome was first diagnosed in Japan and means a person who has been isolated from society to an extreme degree. She/he does not attend school or go to work. They do not attend university, they constantly remain at home and most often keep contact with the outside world using new technologies. Hikikomori syndrome is most often recognized as a characteristic problem occurring among Asian societies. Meanwhile, the growing dependence on new technologies among Western societies, and in particular, on the Internet, has caused social withdrawal to become a global problem. Human relationships began to move from the real world to the virtual world, which nowadays is full of communication facilities and allows people to establish relationships with other people without leaving their homes with the help of social media, which are currently packed with advanced solutions connecting people of similar interests or views. All this means that nowadays it is easy to withdraw from physical social life without losing virtual contact with others.

The aim of this article is to characterize the German minority press market in Poland in the period of 1989-2017. The article constitutes a discussion regarding terms that are key for the undertaken subject, i.e., “national minority”, “ethnic minority” and “the press of national and ethnic minorities”; furthermore, a typology of the functions of these media is presented. The analysis covered the socio-political framework of the functioning of minority media, as well as legal regulations at the level of publishing activities of national and ethnic minorities and the support of the Polish state towards publishing initiatives of minorities from 1989 to the present day. The article also constitutes an overview of German minority press issued in 1989 - 2017 in the Polish state. Characteristics of the periodicals contain information about their creation, presentation of graphic layout and publishing formula, as well as the thematic profile of the published contents. Approximating the German minority in Poland, the author attempts to answer the question of what role the German press once played in the Polish German society, and what is its role today, as well as who are the recipients of the German press in Poland today, what is its current condition and what are the prognoses for its development in the short and longer term. The conducted research applied technical analysis and analysis of press content. The study uses a number of sources. These include state documents published in journals of law, in various types of bulletins, reviews and in the on-line version.

This article deals with issues related to musical programs such as talent shows. The author focused on the participant’s form examining the changes that took place in their life after taking part in the show. Based on numerous sources and because of the theoretical analysis, the author classified the traits of participants who succeed after the program. In the final part of the following paper, the author categorized are the changes that occur in the life of the program participant.

The aim of this article is to examine differences between the transmissions of advertising content in the low and high context culture where the content contains subjects that are widely recognized as taboo. In order to do this, the analysis of audiovisual advertisements broadcast in the USA and India was used. These adverts introduce the problem of gender discrimination (particularly important in Hindu society) and different approach to gender stereotypes in both cultures (in American culture this subject is not suppressed). There are contrasting ways of presenting these difficult subjects in American and Hindu cultures. The things that are taboo in one culture become a stereotype in the other. And so, the question arises: do the cultural differences determining transmission of advertising content in the countries with cultural taboo of a product on sale still exist?