The role and history of the media

MEDIA - the main means of mass communication (broadcasting, publishing, and the internet)
regarded collectively.

CULTURE is the systems of knowledge shared by a relatively large group of people.

MODERN MEDIA FORMS: print media (books, magazines, newspapers), television, films,

video games, music, various kinds of software, and the Internet. Media influences the way
people look at the world and makes them change their views. It also plays a very important
role in organizing public opinion and is being increasingly used in politics.

ROLES OF MADIA IN SOCIETY:

providing an outlet for people’s skills and imagination, entertainjng, educating and
informing,serving as a public forum for the discussion of important issues, acting as a
watchdog for government, business, and other institutions.

2. MEDIA LITERASCY- the ability to access, analize, evaluate, create and act using all forms of
communication.

HEGEMONIC CULTURE is generally accepted by the masses because it co-opts certain

elements of their cultures and thus appears as if it embraces all; the masses also tend to
accept the hegemonic culture because they must work and live in and through organizations
that are controlled by elite. The masses thus must buy into the elite culture to some degree in
order to survive. If left unchallenged, hegemonic culture functions as ideology and oppression
is taken for granted and seen as normal. Cultural change comes through challenging these
taken for granted assumptions and negotiating cultural relationships
through media production. FORMA DOMINACJI SPOŁECZNEJ W SFERZE KULTURY. HEGEMONIA
KULTUROWA MOŻE WYSTĘPOWAĆ W STOSUNKACH MIĘDZY PAŃSTWAMI A TAKŻE W
STOSUNKACH WEWNĄTRZPAŃSTWOWYCH

RECEPTION THEORY as developed by Stuart Hall (1973) asserts that media texts are encoded
and decoded. The producer encodes messages which are then decoded by the audience.

DOMINANT/ PREFERRED READING - how the producer wants the audience to view the media
text. Audience members will take this position if the messages are clear and if the audience
member is the same age and culture; if it has an easy to follow narrative and if it deals with
themes that are relevant to the audience. PRODUKT PODOBNY DO PUBLICZNOŚCI

OPPOSITIONAL READING - when the audience rejects the preferred reading, and creates their
own meaning for the text. When media contains controversial themes ,a complex narrative
structure if the audience member has different beliefs or is of a different age or a different
culture. ODRZUCENIE NARZUCONYCH TREŚCI - WŁASNA INTERPRETACJA

NEGOTIATED READING - a compromise between the dominant and oppositional readings,

where the audience accepts parts of the producer's views, but has their own views on parts
as well. audience member likes the media, is of the same age as you and understands some of
the messages, but the narrative is complex and this inhibits full understanding. AKCEPTACJA
CZĄSCI PRODUKTU -WŁASNY POGLĄD

FACTORS THAT AFFECT reading.

Age, Beliefs, Culture, Gender, Life experience, Mood

1
MARSHAL MCLUHAN’S Canadian media theorist philosophy of the media
"THE MEDIUM IS THE MESSAGE"1964 (a communication medium itself, not the messages it
carries, should be the primary focus of study)
“GLOBAL VILLAGE” (the phenomenon of the entire world becoming more interconnected as
the result of the propagation of modern media technologies) TREND, W KTÓRYM MASOWE
MEDIA ELEKTRONICZNE OBALAJĄ BARIERY CZASOWE I PRZESTRZENNE,
UMOŻLIWIAJĄC LUDZIOM KOMUNIKACJĘ NA MASOWĄ SKALĘ

SURFING (to refer to rapid, irregular, and multidirectional movement through a heterogeneous

body of documents or knowledge).

ELECTRONIC INTERDEPENDENCE: when electronic media replaces visual culture with

aural/oral culture

A COLLECTIVE IDENTITY, WITH A "TRIBAL BASE" (modern tribes are essentially formed by

groups of consumers who share a common interest/passion which induces a collective sense
of belonging).

1.MEDIA MIRRORS/REFLECTS CULTURE –Individuals and groups in society influence what

mass media organizations produce through their creativity on the input side and their
consumption habits on the output side. It is not accurate to say that society exists within the
mass media or under mass media “control.” MEDIA ODZWIERCIEDLAJĄ NAWYKI
KONSUMENTA JEDNOSTKI I GRUPY W SPOŁECZEŃSTWIE WPŁYWAJĄ NA TO, CO
PRODUKUJĄ ORGANIZACJE MASOWEGO PRZEKAZU.

1.MEDIA SHAPES/CREATES CULTURE MEDIA KSZTAŁTUJĄ KULTURĘ mass media

corporations often choose which stories to tell and which to promote, In short, the mass
media, culture and society are bound together and shape one another.

MEDIA SATURATED SOCIETY SPOŁ. NASYCONE MEDIAMI Communities and individuals are
bombarded constantly with messages from a multitude of sources including TV, billboards, and
magazines, to name a few. These messages promote not only products, but moods, attitudes,
and a sense of what is and is not important, SPOŁECZEŃSTWO NASYCONE MEDIAMI
SPOŁECZNOŚCI I OSOBY SĄ NIEUSTANNIE BOMBARDOWANE WIADOMOŚCIAMI Z
WIELU ŹRÓDEŁ, W TYM Z TELEWIZJI, BILLBOARDÓW I CZASOPISM, PRZEKAZY TE
PRODUKTY, ALE NASTROJE, POSTAWY I POCZUCIE TEGO, CO JEST, A CO NIE JEST
WAŻNE

TEORIE ROLI MEDIÓW

THE LIMITED‐EFFECTS THEORY argues that well‐informed people relied more on personal

experience, prior knowledge, and their own reasoning. However, media “experts” more likely
swayed those who were less informed. TEORIA OGRANICZONYCH EFEKTÓW TWIERDZI, ŻE
DOBRZE POINFORMOWANI LUDZIE POLEGAJĄ BARDZIEJ NA OSOBISTYM DOŚWIADCZENIU,
WCZEŚNIEJSZEJ WIEDZY I WŁASNYM ROZUMOWANIU. JEDNAK „EKSPERCI” MEDIALNI CZĘŚCIEJ
PRZEKONYWALI TYCH, KTÓRZY BYLI MNIEJ POINFORMOWANI

THE CLASS-DOMINANT (CONFLICT) THEORY, based on Karl Marx’ philosophy, claims that due
to society's never-ending competition for finite resources, it will always be in a state of conflict.
The class‐dominant theory argues that the media reflects and projects the view of a minority
elite, which controls it. TEORIA KLASOWA DOWODZI, ŻE MEDIA ODZWIERCIEDLAJĄ I
PROJEKTUJĄ POGLĄDY ELITY MNIEJSZOŚCIOWEJ, KTÓRA JĄ KONTROLUJE. MEDIA SĄ

2
KONTROLOWANE PRZEZ KORPORACJE, A TREŚĆ – ZWŁASZCZA TREŚCI INFORMACYJNE – JEST
DYKTOWANA PRZEZ OSOBY BĘDĄCE WŁAŚCICIELAMI TYCH KORPORACJI.

THE CULTURALIST THEORY, developed in the 1980s and 1990s, combines the other two
theories and claims that people interact with media and draw conclusions to create their own
meanings out of the images and messages they receive. ODBIORCY ODGRYWAJĄ AKTYWNĄ, A
NIE PASYWNĄ ROLĘ W STOSUNKU DO MEDIÓW MASOWYCH WCHODZĄ W INTERAKCJĘ Z
MEDIAMI I WYCIĄGAJĄ WNIOSKI,.

3. Social media and fake news

‘FAKE NEWS’ as is closely associated with politics,
So it can narrow the focus of the issue. The term ‘false
FALSE INFORMATION is news, stories or hoaxes created to deliberately
misinform or deceive readers.  created to either influence people’s views, push a
political agenda or cause confusion
CONSPIRACY THEORIES explanation for an event or situation that invokes
a conspiracy by sinister and powerful groups, often political in motivation, when other
explanations are more probable. The term has a negative connotation- is based on
prejudice or insufficient evidence. WYJAŚNIENIE ZDARZENIA LUB SYTUACJI, KTÓRA
WYWOŁUJE SPISEK WROGICH I POTĘŻNYCH GRUP, CZĘSTO MOTYWOWANYCH POLITYCZNIE,
PODCZAS GDY INNE WYJAŚNIENIA SĄ BARDZIEJ PRAWDOPODOBNE.TERMIN TEN MA
NEGATYWNĄ KONOTACJĘ,-OPIERA SIĘ NA UPRZEDZENIACH LUB NIEWYSTARCZAJĄCYCH
DOWODACH.

INFORMATION OVERLOAD Helps Fake News Spread, and Social Media Knows
.It is the difficulty in understanding an issue and effectively making decisions when
one has too much information about that issue, and is generally associated with the
excessive quantity of daily information.

FALSE MEMORY- it is easier to make a new memory than change an old one

COGNITIVE BIASES- We prefer information from people we trust, our in-group. We

search for and remember things that fit well with what we already know and
understand. BŁĄD POZNAWCZY WYSZUKUJEMY I ZAPAMIĘTUJEMY RZECZY, KTÓRE
DOBRZE PASUJĄ DO TEGO, CO JUŻ ZNAMY I ROZUMIEMY. COGNITIVE BIASES  OVER-
RELYING ON THE FIRST PIECE OF INFORMATION OBTAINED AND USING IT AS.

CONFIRMATION BIAS We adjust our understanding of new information so that it

fits in with what we already know. One consequence of this so-called confirmation bias
is that people often seek out, recall and understand information that best confirms what
they already believe NASZE UMYSŁY DOSTOSOWUJĄ NASZE ROZUMIENIE NOWYCH
INFORMACJI TAK, ABY PASOWAŁO DO TEGO, CO JUŻ WIEMY. WYSZUKUJĄ,
PRZYWOŁUJĄ I ROZUMIEJĄ INFORMACJE, KTÓRE NAJLEPIEJ POTWIERDZAJĄ TO, W
CO JUŻ WIERZĄ

BOTS—automated social media accounts that impersonate humans. Bots used to

automatically generate messages, advocate ideas, act as a follower of users, and as
fake accounts to gain followers themselves. BOTY — ZAUTOMATYZOWANE KONTA W
MEDIACH SPOŁECZNOŚCIOWYCH, KTÓRE PODSZYWAJĄ SIĘ POD LUDZI SŁUŻĄ DO
AUTOMATYCZNEGO GENEROWANIA WIADOMOŚCI, PROPAGOWANIA POMYSŁÓW, DZIAŁANIA

3
JAKO OBSERWUJĄCY UŻYTKOWNIKÓW ORAZ JAKO FAŁSZYWE KONTA W CELU ZDOBYCIA
SAMYCH OBSERWUJĄCYCH

Social media platforms provide so-called application programming interfaces that

make it fairly trivial for a single actor to set up and control thousands of bots.
Amplifying a message by bots on social media platforms can have a huge impact on the
subsequent popularity of a post. INTERFEJSY PROGRAMOWANIA APLIKACJI UMOŻLIWIAJĄ
SKONFIGUROWANIE I KONTROLOWANIE TYSIĘCY BOTÓW PRZEZ JEDNEGO AKTORA.
WZMACNIANIE PRZEKAZU PRZEZ BOTY NA PLATFORMACH SPOŁECZNOŚCIOWYCH MOŻE MIEĆ
OGROMNY WPŁYW NA PÓŹNIEJSZĄ POPULARNOŚĆ POSTU

SEARCH ENGINES and social media platforms provide personalized recommendations

based on the vast amounts of data they have about users' past preferences.
MEMES create a sense of belonging because the audience can relate to the situation an
agent refers to and everyone’s in on the same joke. As agents' attention becomes
increasingly limited, the propagation of memes follows a certain algorithm (not the best
become viral). MEMY SĄ ZABAWNE, A TO POMAGA BUDOWAĆ SPOŁECZNOŚĆ WŚRÓD
OBSERWUJĄCYCH.

We confuse popularity with quality and end up copying the behavior we observe
COMPLEX CONTAGION: when we are repeatedly exposed to an idea, typically from
many sources, we are more likely to adopt and re-share it. This social bias is further
amplified by MYLENIE POPULARNOŚĆ Z JAKOŚCIĄ I KOPIOWANIE OBSERWOWANYCH
ZACHOWAŃ. „złożona infekcja”: WIELOKROTNIE NARAŻENI NA TREŚĆ, ZWYKLE Z
WIELU ŹRÓDEŁ, PROWADZI DO JEJ AKCEPTACJI I PONOWNIE PODZIELIMY SIĘ NIĄ.

MERE EXPOSURE effect: when people are repeatedly exposed to the same stimuli,
such as certain faces, they grow to like those stimuli more than those they have
encountered less often. Such biases translate into an irresistible urge to pay attention to
information that is going viral—if everybody else is talking about it, it must be
important..Efekt „samego narażenia”: LUDZIE WIELOKROTNIE NARAŻENI NA TE
SAME BODŹCE, TAKIE JAK NIEKTÓRE TWARZE, ZACZYNAJĄ LUBIĆ TE BODŹCE
BARDZIEJ NIŻ TE, Z KTÓRYMI SPOTYKALI SIĘ RZADZIEJ. SYTUACJE KIEDY
PRZEKONANIA SĄ WZMACNIANE PRZEZ KOMUNIKACJĘ I POWTARZANIE W
ZAMKNIĘTYM SYSTEMIE STAJĄ SIĘ WIRUSOWE.

ECHO CHAMBERS As a result of following the herd people become segregated into
large, dense and increasingly misinformed communities commonly described as echo
chambers. you have the same opinions as the majority of your connections. This
chambered structure efficiently spreads information within a community while
insulating that community from other groups. Sadly, such segregation of fake news
items from their fact-check reports is the norm. Because negative content spreads faster
than positive content, it is easy to manipulate LUDZIE PODZIELENI NA DUŻE, GĘSTE I
CORAZ BARDZIEJ NIEDOINFORMOWANE SPOŁECZNOŚCI

SOCIAL HERDING Individuals deciding to follow others and imitating group behaviours
rather than deciding independently and atomistically on the basis of their own, private
information. Behavior of schooling fish and flocking birds.

4
Social groups create a pressure toward conformity so powerful that it can overcome
individual preferences, and by amplifying random early differences, it can cause
segregated groups to go away to extremes . JEDNOSTKI DECYDUJĄ SIĘ NAŚLADOWAĆ
ZACHOWANIA GRUPOWE, ZAMIAST DECYDOWAĆ SAMODZIELNIE NA PODSTAWIE WŁASNYCH,
PRYWATNYCH INFORMACJI. DZIAŁANIA, PODOBNE DO ZACHOWANIA RYB SZKOLNYCH I STADA
PTAKÓW. KONFORMIZM

Social groups create a pressure toward conformity so powerful that it can

overcome individual preferences, and by amplifying random early differences, it
can cause segregated groups to go away to extremes – social herding. The result is
that people become segregated into large, dense and increasingly misinformed
communities commonly described as echo chambers.

We prefer information from people we trust, our in-group. We pay attention to

and are more likely to share negative information. Social diffusion chains distort
information. It is done by individuals with the most extreme biases.
Facebook, Twitter, YouTube and Instagram place popular content at the top of
our screens and show us how many people have liked and shared something. Few
of us realize that these cues do not provide independent assessments of quality.
Because negative content spreads faster than positive content, it is easy to
manipulate emotions by creating narratives that trigger negative responses such as
fear and anxiety.

Media, money and advertising

Commercial firms rely on fiction and fake news. It often involves retelling the same
fictional story again and again, until people become convinced it is the truth. What
images come to your mind when you think about Coca-Cola? Coca-Cola has invested
billions of dollars in linking itself to youth, health, and sports — and billions of humans
subconsciously believe in this linkage.

MASLOW'S HIERARCHY OF NEEDS is a theory of motivation which states that five

categories of human needs dictate an individual's behavior. Those needs are
physiological needs, safety needs, love and belonging needs, esteem needs, and self-
actualization needs.

Advertising and the media

1.Online Advertising
2.Cell Phone & Mobile Advertising
3.Print Advertising Periodical Advertising Brochures, Leaflets, Flyers, Handouts, and
Point-of-Sale Advertising (although Direct Mail Advertising
4.Guerrilla Advertising focusing on taking the consumer by surprise, creating a greater
impression and eventually leading to buzz through word-of-mouth or social media
platforms– FORMA MARKETINGU ZBLIŻONA DO MARKETINGU WIRUSOWEGO, POLEGAJĄCA
5
NA PROMOWANIU DÓBR I USŁUG ZA POMOCĄ NIEKONWENCJONALNYCH TECHNIK,
NP. NAPISY SPRAYEM NA MURACH PREZENTUJĄCE DANĄ MARKĘ CZY VLEPKI.
STOSUJE TREŚCI ZARÓWNO NIEKONWENCJONALNE, MAJĄCE PRZYKUĆ UWAGĘ
ŚRODKI NP. WIDOK KRWI, DRASTYCZNYCH SCEN
5.Broadcast Advertising
6.Outdoor Advertising billboards, bus shelter posters, fly posters, and even those big
digital boards in Times Square. 
7.Public Service Advertising Unlike traditional commercials, Public Service
Advertisements (PSA) are primarily designed to inform and educate rather than sell a
product or service. PSAs traditionally appear on TV and radio but are also heavily
promoted online. 

8.Product Placement Advertising Product placement is the promotion of branded

goods and services within the context of a show or movie, rather than as an explicit
advertisement.

Media and identity

Self-concept, or self-identity, is the set of beliefs and ideas an individual has about
themselves.
An imagined community is a concept developed by Benedict Anderson in his 1983
book Imagined Communities, to analyze nationalism. Anderson depicts a nation as a
socially constructed community, imagined by the people who perceive themselves as
part of that group.The media also creates imagined communities, through usually
targeting a mass audience or generalizing and addressing citizens as the public. Another
way that the media can create imagined communities is through the use of images. By
showing certain images, the audience will choose which image they relate to the most,
furthering the relationship to that imagined community.  As Anderson puts it, a nation
"is imagined because the members of even the smallest nation will never know most of
their fellow-members, meet them, or even hear of them, yet in the minds of each lives
the image of their communion". Members of the community probably will never know
each of the other members face to face; however, they may have similar interests or
identify as part of the same nation. They hold in their minds a mental image of their
affinity: for example, the nationhood felt with other members of your nation when your
"imagined community" participates in a larger event such as the Olympic Games.
IN A MODERN SOCIETY, life is full of possibilities, but the individual is given little
guidance on what is the best option.
In pre-modern settings self-identity was largely given, as opposed to made
Increased choice has its advantages and flaws
The media also plays a prominent role in creating meaning, shaping our values,
defining who we are, and establishing norms. These values seem natural and the way

6
things should be, and in turn, shape the way we see and understand the people, objects,
practices, and institutions in our lives.
\We also need to acknowledge the way historically ingrained prejudices are built into
existing institutions and structures, and consider how they create barriers and limit
opportunities.
Identity and the media

Regardless of where ideologies originate, the media plays a key role in conveying ideas
and giving them weight or power
Becoming media literate means that you develop a critical eye for how various media
forms—recordings, radio, movies, newspapers, magazines, and new media technologies
—function as a cultural socialization agent in terms of how people view the world
around them. The increased awareness that comes with media literacy will never
eliminate media effects, but it can help to diminish the negative impact that the media
has on your everyday life.
Understanding and critically examining the decision-making process behind a piece of
media can help us see that media representations are constructed. If identities in the
media are constructed, should we accept them at face value? Or can we (should we)
question them? And, even change them, and create our own identities
The role of the media in lives of individuals and societies

the modern world is different from the world of pre-modern times in a twofold way:

Media in politics – manipulation and propaganda

PROPAGANDA - information, especially of a biased or misleading nature, used to
promote a political cause or point of view
DISINFORMATION is false or misleading information that is spread deliberately to
deceive (create an alternate reality)
MISINFORMATION is false, inaccurate, or misleading information that is
communicated regardless of an intention to deceive (spread unintentionally)
Misinformation can turn into disinformation when it's still shared by individuals or
groups who know it's wrong yet intentionally spread it to cast doubt or stir controversy. 
Role
Media is a source in shaping public opinion and political beliefs
Mass media also establish its influence among powerful institutions such as
legislation. Pphotography, motion pictures, telegraphy, radio, telephone, and television
became the dominators of mental life in modern society.
Social media is allowing politicians to be perceived as more authentic
New media provides two-way communication which allows for greater interaction.
Media plays an indispensable role in the proper functioning of a democracy

7
Mass media can also hinder political transparency.
The very benefits that new media platforms provide, such as efficiency, ease of access,
and wide reach, are often advantageous to those who misuse these platforms for the
output of fake and unsubstantiated information.

GATEKEEPING (pol: selekcja informacji) is the process through which information is

filtered for dissemination, whether for publication, broadcasting, the Internet.
gatekeepers  protects the audiences from any unwanted distractions or potential time
wasters who might otherwise take them away from their main responsibilities. PROCES
W RAMACH KTÓREGO INFORMACJE SĄ FILTROWANE W CELU ROZPOWSZECHNIANIA.

FRAMING (pol: ramkowanie (ramowanie) polega na programowaniu przez mass media

myślenia odbiorców informacji, poprzez dostarczaniegotowych wskazówek jak
interpretować i oceniać rzeczywistość. Framing is theeffect of gatekeeping.
TECHNIQUES OF PROPAGANDA

Appeal to fear Appeals to fear seek to build support by instilling anxieties and panic in
the general population, for example, Joseph Goebbels exploited Theodore
Kaufman's Germany Must Perish! to claim that the Allies sought the extermination of
the German people. APEL DO STRACHU W KTÓRYM OSOBA PRÓBUJE UZYSKAĆ POPARCIE
DLA POMYSŁU, PRÓBUJĄC ZWIĘKSZYĆ STRACH W KIERUNKU ALTERNATYWY.

Bandwagon Bandwagon and "inevitable-victory” attempt to persuade the target

audience to join in and take the course of action “everyone else is doing it, and so
should you.”
Inevitable victory: invites those not already on the bandwagon to join those already on
the road to certain victory. Those already or at least partially on the bandwagon are
reassured that staying aboard is their best course of action. ("The debate is over. Nearly
everyone who matters agrees with me.")
Bandwagon and "inevitable-victory" appeals attempt to persuade the target audience
to join in and take the course of action that "everyone else is taking
Join the crowd: This technique reinforces people's natural desire to be on the winning
side. This technique is used to convince the audience that a program is an expression of
an irresistible mass movement and that it is in their best interest to join. ". RZEKONAĆ
GRUPĘ DOCELOWĄ DO PRZYŁĄCZENIA SIĘ I PODJĘCIA DZIAŁAŃ, KTÓRE PODEJMUJĄ „WSZYSCY
INNI”.
Transfer Also known as association, this is a technique of projecting positive or
negative qualities (praise or blame) of a person, entity, object, or value onto another to
make the second more acceptable or to discredit it. It evokes an emotional response,
which stimulates the target to identify with recognized authorities. Often highly visual,
this technique often utilizes symbols (for example, the swastikas used in Nazi Germany,
originally a symbol for health and prosperity) superimposed over other visual images.
ZNANA RÓWNIEŻ JAKO ASOCJACJA, JEST TO TECHNIKA RZUTOWANIA POZYTYWNYCH
LUB NEGATYWNYCH CECH OSOBY, BYTU, PRZEDMIOTU LUB WARTOŚCI NA INNĄ, ABY
UCZYNIĆ DRUGĄ BARDZIEJ AKCEPTOWALNĄ LUB ZDYSKREDYTOWAĆ. TA TECHNIKA,
CZĘSTO BARDZO WIZUALNA, WYKORZYSTUJE SYMBOLE (NA PRZYKŁAD SWASTYKI UŻYWANEJ
W NAZISTOWSKICH NIEMCZECH, PIERWOTNIE SYMBOL ZDROWIA I DOBROBYTU) NAKŁADANE NA
INNE OBRAZY WIZUALNE.

8
COMMON MAN The "plain folks" or "common man" approach attempts to convince the
audience that the propagandist's positions reflect the common sense of the people. It is
designed to win the confidence of the audience by communicating in the common
manner and style of the target audience. Propagandists use ordinary language and
mannerisms (and clothe their message in face-to-face and audiovisual communications)
in attempting to identify their point of view with that of the average person. PRÓBA
PRZEKONANIA PUBLICZNOŚĆ, ŻE STANOWISKO PROPAGANDYSTY ODZWIERCIEDLA
ZDROWY ROZSĄDEK LUDZI  

TESTIMONIAL Testimonials are quotations, in or out of context, especially cited to

support or reject a given policy, action, program, or personality. The reputation or the
role (expert, respected public figure, etc.) of the individual giving the statement is
exploited. The testimonial places the official sanction of a respected person or authority
on a propaganda message. This is done in an effort to cause the target audience to
identify itself with the authority or to accept the authority's opinions and beliefs as its
own. TEN TYP DZIAŁANIA TO POŚWIADCZENIE KOMUNIKATÓW PROPAGANDOWYCH PRZEZ
SZANOWANĄ OSOBĘ LUB WŁADZĘ. REFERENCJE TO CYTATY W KONTEKŚCIE LUB POZA NIM,
SZCZEGÓLNIE CZĘSTO CYTOWANE W CELU POPARCIA LUB ODRZUCENIA DANEJ POLITYKI,
DZIAŁANIA, PROGRAMU LUB OSOBOWOŚCI

The Future of Media

data literacy understanding and analyzing data

algorithmic literacy – understanding that social media use algorithms (advanced
mathematical models) to personalize what they offer to us in order for us to feel special
and to keep using them
iGen the generation that grew up with smartphones and constant connectivity
MEDIATED CULTURE where culture is shaped by media and at the same time
reflected by mass- KULTURA KSZTAŁTOWANA PRZEZ MASS MEDIA
future predictions of media. 
VIRTUAL REALITY recreats environments, while Augmented Reality enhances physical
images
For marketing and advertising, digital media 
traditional channels will eventually become digital channels. 
media will stay and will not die, but it will have to change and evolve 
communication careers of the future.:Social media managers, digital media managers,
content strategists, and communication specialists offer different focuses on digital
communication

The rise of mobile video, virtual reality (VR), augmented reality (AR), and the more
refined use of data analytics
broadcast television sticking to a fixed schedule is over.
will not subscribe to a traditional cable TV service, preferring streaming services like
Netflix and Hulu.
YouTube alone reaches more 18- to 49-year-olds than any broadcast or cable channel,
Personalization may expand and interactivity could change the movies

9
the iPad will revolutionize the publishing industry the way the iPod and the iPhone
shook up the digital music and smartphone industries, respectively.

10