<abstract xmlns="http://www.w3.org/1999/xhtml">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.</abstract>

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 xmlns="http://www.w3.org/1999/xhtml">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.</abstract>

Perception of External Marketing Communication of Companies by Young Customers

<abstract xmlns="http://www.w3.org/1999/xhtml">Online marketing is nothing else than a model of traditional marketing in cyberspace; it is a hybrid of previous forms of mass communication. In the first decade of the 21st century, the instruments used in marketing in political communication were revolutionized by the emergence of solutions enabling the interactions of users on the Internet. This type of marketing is characterized by a range of concepts, and includes online advertising campaigns, websites, interactive social networks, video-sharing sites, which encourage users to regularly post new material, websites that enable the publication of photos, images and other files or those that are based on content provided by users i.e. Wikipedia (including blog sites). Contemporary, internetized election campaigns combine low costs with effectiveness because location no longer limits social contacts in the exchange of election-related information.</abstract>

Online Marketing in Political Communication – Its Essence, Instruments, and Functions

<abstract xmlns="http://www.w3.org/1999/xhtml">The primary aim of this article is to analyze the Twitter communication strategy and its efficiency. The authors took into consideration four Ministers of foreign affairs from Great Britain, Poland, Ukraine, and Russia (their private accounts have also been examined). However, considering that Ministers of Poland and Russia did not have their own Twitter accounts (Witold Waszczykowski and Siergiej Lawrow), authors decided to analyze private accounts of Great Britain’s and Ukrainian’s Ministers (Boris Johnson and Pavlo Klimkin). All examined profiles are accredited. Because of the popularity of Twitter and the appearance of the new type of diplomacy, which involves social networking sites, the authors attempted to make a qualitative and quantitative analysis of given accounts. The results present the effectivity index and also show that spontaneously published messages on social media have a significant impact on how state institutions convey content. What is more, the qualitative and quantitative analysis and the effectivity index allows to present the tools needed for e-diplomacy on Twitter.</abstract>

E-Diplomacy on Twitter. International Comparison of Strategies and Effectivity

<abstract xmlns="http://www.w3.org/1999/xhtml">The publication presents how the Internet and new trends in modern communication influence the Polish language. Digital forms of communication provoke people to use language shortcuts, borrowings and make users do not care about language correctness. The author attempts to outline the future development of the Polish language.</abstract>

#Instalanguage, The Latest Trends in the Polish Language As a Result of the Expansion of Digital Forms of Communication

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Volume 8 (2022): Issue 1 (January 2022)

Volume 7 (2021): Issue 1 (January 2021)

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Volume 5 (2019): Issue 2 (December 2019)

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Volume 4 (2018): Issue s1 (December 2018) Special Issue

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Volume 1 (2015): Issue 1 (June 2015)

Social Communication

 “Social Communication” is a scientific online blind peer reviewed journal, published by the University of Information Technology and Management in Rzeszow, since March 2012. Topics of publications: Communication and Media, New Media, Cultural Studies, Social Sciences, Public Relations, Visual and Marketing Communication.   Archiving  Sciendo archives the contents of this journal in Portico - digital long-term preservation service of scholarly books, journals and collections.  Plagiarism Policy  The editorial board is participating in a growing community of Similarity Check System's users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process. 