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Ewolucja marketingu szeptanego jako narzędzia komunikacji marketingowej w świetle rozwoju technologii informacyjnych

Author(s): Agata Linkiewicz / Language(s): Polish Issue: 406/2015

The development of the Internet as well as mobile technologies which enable Internet access causes changes in the approach towards marketing communication tools. Word-of-mouth marketing is a very interesting marketing communication tool as it adjusts to the current needs of the society, in which information technology becomes more and more important. At the same time it has an important role in spreading the information about products and services. The situation of using word-of-mouth marketing has been changing because of, among others, the change of communication channels and consumers’ needs. It is vital to remember that now it is a marketing communication tool used not only by consumers but also by producers. Hence the evolution of word-of-mouth marketing into viral marketing, which relies heavily on social media, is very interesting. The author of the paper tries to analyse the evolution of word-of-mouth marketing with regards to information technology.

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Networks in the Social Sciences

Author(s): Lilla Vicsek,Gábor Király,Hanna Kónya / Language(s): English Issue: 2/2016

While the question of networks have appeared in social sciences since decades, they can be still regarded as one of the significant concepts which grasps the imagination of both theorists and empirical researchers. Because of this interest many different forms of network approaches have been developed. In many cases these theoretical and analytical developments have occurred relatively independently from each other using different vocabularies and research styles. This paper aims to present two prominent network approaches, namely Actor-Network-Theory (ANT) and Social Network Analysis (SNA), in order to highlight the similarities and differences between them. This parallel presentation also allows to map the possible connections between these two separate schools of thought. Consequently, the first and second main sections of the paper introduces ANT and SNA respectively, while the last section of the paper discusses similarities and differences, as well as, possible fruitful convergences between these two.

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Małe formy, wielkie sprawy. Deontologia a potoczność w przekazach audiowizualnych dostępnych na YouTube

Author(s): Marta Kaźmierczak / Language(s): Polish Issue: 19/2012

This article concerns YouTube as the helpful service from the deontological perspective. There are many texts created by different users in this service. Big part of them refer to ethical issues. These texts are small forms which reveal big existential problems. There are six main topics of the article. First part concerns chances and threats in using of Web 2.0; YouTube is an example of this phenomenon. Social services on the Internet help to spread the official discourses, but also unofficial discourses. That is why we can observe the proliferation of commonness as the pattern of thinking and acting. Second part of the article refers to the philosophy of personalism. This kind of reelection is important in the context of the social services on the Internet. Third part reveals some cultural phenomenons depended on the morality and immediacy. Fourth part consists of the interpretation of the peculiar example. The audiovisual text titled: For Jonah Mowry. Whats going on? became the source of many ethical explanations. The author of the article treats YouTube as the space of drama in the another part. The personal relations among users are shown in the perspective of the texts which are presented on this medium – it is the last topic of this article.

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Predstavljanje Srbije u on-lajn izdanjima inostrane štampe

Author(s): Ivana Milošević / Language(s): Serbian Issue: 33/2015

This paper presents the results of the treatment of Serbia on German, American, British and French websites during the period of January to March 2013. A quarterly quantitative and qualitative content analysis showed that 12 internet websites have had 644 news items about the situation in Serbia. Apart from the number of news items, the tone of the reports was also examined and it was found to be overwhelmingly neutral. The results obtained demonstrate that sports manifestations were most often covered events, thus making Novak Đoković the most frequently mentioned Serbian person on the select websites. It has been over 100 years since the first research pertaining to Serbia’s treatment in the foreign media. The starting hypothesis that reporting on Serbia has changed was partially confirmed. One might come under the impression that even though war years and sanctions are behind Serbia, journalists still mention Yugoslavia, Slobodan Milošević, Ratko Mladić, wars and poverty every time this is in their favour. Usage of verbal stereotypes has been noticed, while Serbs have been represented as warlike people, nationalists, sometimes with the addition of “extreme”. The image of Serbia is different that it had been 100 years ago, but not enough to prove the starting hypothesis.

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Zašto studenti ne koriste Fejsbuk? Razlozi nekorišćenja i percepcija korisnika

Author(s): Aleksandra Kekić / Language(s): Serbian Issue: 33/2015

There is more and more research dedicated to users of social networking sites. While our understanding of users grows, there is few studies dealing with users who decided to shut down their accounts or with users who never opened them. For that reason the object of this research are students who do not use social networking site Facebook – the reasons behind non-usage, as well as their perceptions of the site and its users. The research is based on the uses and gratification theory that is adapted to social networking sites. Empirical material consists of 20 semi-structured in-depth interviews with the students of the University of Novi Sad, because in this age group Facebook is very popular. We wanted to show that those who do not use Facebook turn to alternative means of keeping in touch with those who use the network, but also that they are not deprived of information available to Facebook users. In order to determine the reasons why they do not use Facebook, particular attention was paid to the perceptions of privacy on the social networking site. The conclusion is that students have the knowledge and technical conditions to access to the social networking site, but they do not have the need to use it. They fulfill their needs for interpersonal communication, entertainment and information in alternative ways, giving priority to other services on the Internet and to communication by phone or ‘face to face’. What students see as especially negative side of Facebook is the invasion of privacy through publication of photos and personal information.

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Gry wideo a nauczanie. Specyfika zjawiska w kontekście walorów edukacyjnych na przykładzie gry symulacyjnej "Rise of Flight"

Author(s): Bartłomiej Mycyk / Language(s): Polish Issue: 6/2016

Zjawisko gier wideo, przez wielu kojarzone do tej pory z bezproduktywną rozrywką, z biegiem czasu wykracza poza pojęcie „zabawy”. Nowe media są bowiem wykorzystywane w medycynie, dziennikarstwie, a także, coraz częściej – w edukacji. Celem referatu jest zaprezentowanie zjawiska gier wideo w kontekście postępującej technicyzacji, a co za tym idzie – w szerokiej panoramie wynikających z tego procesu problemów gospodarczych, ekonomicznych i społecznych. Czy młodzi ludzie, jako grupa docelowa, zasługują na wykorzystanie niestandardowych metod w nauczaniu? Czy gry wideo mogą, być nie tylko medium rozrywki, lecz także nauki? Na te i inne pytania postaram się dać odpowiedź w niniejszym artykule.

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Człowiek w świecie nowych technologii

Author(s): Kamil Wnuk / Language(s): Polish Issue: 6/2016

Rośnie wpływ technologii na nasze życie społeczne i kulturalne. Coraz więcej rzeczy powstaje z jej udziałem, za jej pośrednictwem, a może także pod jej dyktando? Częściej przebywamy w interakcji z urządzeniami i systemami, a wiele zadań do wykonania powierzamy sprzętom. Technologia zdezaktualizowała podział na twórców i odbiorców sztuki, pozwoliła narodzić się nowym dziedzinom sztuki, a inne – zdemokratyzowała. Ale czy wsparła nasze umiejętności twórcze, czy też nas w nich wyręcza i schematyzuje twórczość?

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Fanfik miłosny, erotyczny czy ze slashem? Oblicza miłości w utworach internetowych fanów

Author(s): Martyna Werra / Language(s): Polish Issue: 6/2016

With the creation of the Internet associates getting common comes the development of a new literary species called fan fiction, that is practiced by fans of different books, movies, TV series or computer games.The focus of this article is covering three fan fiction subspecies that attempt to unveil love of two characters. They are: romantic, erotic and slash fanfick. In the article characteristics of these three subspecies are presented, as well as pairs making strategies that Internet authors practice. Types of romantic, erotic and slash fanficks characters, who recur most often, are presented too. In the article is a figure appealing to fanficks based on different sources: books, movies, TV series.

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Trust in the Author: Identity, Expertise and Reputation

Author(s): Tereza Pavlíčková / Language(s): English Issue: 26/2013

The diverse character of sources available online requires media users to employ strategies of interpretation to establish whether the particular source is trustworthy or not. Yet this might be rather problematic in the case of user-generated content, where readers may have no previous experience of authors who are unknown to the reader, and moreover, the author might be hidden behind an online identity. Building on Luhmann’s theoretical concept of familiarity as a necessary pre-condition of trust, the study draws on qualitative interviews with young professionals on their crossmedia consumption; the analysis reveals that the respondents, as media users, establish an imagined author as part of the process of interpretation. The concept of the imagined author is developed theoretically using Genette’s concept of paratext. It is thus the reader’s realisation of the author that belongs to the text as a paratextual feature, and is clearly formed of three qualities perceived by the audience: the author’s identity, expertise and reputation. The ability to establish these qualities in the author helps the users to place the imagined author within a broader context of previous experiences, establish familiarity with the text and therefore decide whether they will place trust in the text or not.

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Social Networking Sites – (Un)Trustworthy News Sources?

Author(s): Jelena Jurišić,Ivana Šipić / Language(s): English Issue: 26/2013

The impact of social networking sites on journalism is increasing in Croatian journalism. The journalists are balancing between using social networking sites as free and fast news sources, and maintaining the professional standards in news reporting. The aim of the paper is to examine whether social networking sites can be considered trustworthy news sources and consequently, whether the media content in which social networking sites are used as news sources should be trusted by the media audience. The study presents a content analysis of media reports in three Croatian daily newspapers and on three Croatian news portals on the 17-year-old Croatian girl’s disappearance in June 2011, in which Croatian journalists used the Facebook page created by the missing girl’s family as a source. The results of the study have been used to evaluate whether journalists have been following professional standards while using social networking sites as news sources, and whether their practice is in accordance with the four-dimensional model of trust in news media introduced by Kohring and Matthes (2007). Our evaluation shows that the main professional standards and all of the four dimensions of trust in media have been violated in the analysed articles.

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Građansko novinarstvo – šanse i izazovi za novinarsku profesiju

Author(s): Aleksandra R. Krstić / Language(s): Serbian Issue: 20/2011

This paper aims to present the advantages and disadvantages of citizen journalism through historical evolution of this phenomenon in Serbia and throughout the world, as well as to present the challenges faced by professional journalists and to open up a space for wider public to debate about the chances and challenges brought by citizen journalism to democratic societies based on the freedom of speech. The questions about regulation, editorial responsibility and transparency of citizen journalism have been debated by many media experts who have been trying to resolve the citizens’ participation in a public profession such as journalism. Chat services, forums, blogs, newsletters, emails, video by mobile phones, social networks and citizen journalism on the internet represent a real technological and human revolution of a modern age. According to relevant literature on online content selection and interviews with professional and citizen journalists, it can be concluded that participative journalism cannot jeopardize professional journalism as long as it is treated as citizens’ participation in information gathering, exchange and distribution that is relevant to wider public.

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Linkovanje u veb novinarstvu

Author(s): Bojana Barlovac / Language(s): Serbian Issue: 18/2011

The aim of the paper is to elaborate the impact of web (Internet) on journalism through new opportunities offered by web journalism. The new media has offered journalism the possibility to retain its traditional principles and forms, but to expand their reach. And the journalism has agreed on that. Afterwards it remained on journalists to establish a new perception of news websites, required by the newly created form of journalism. Addition of links in the existing structure of web news leads to new architecture of news that overcomes space and time as two super-powers that a man could never win. “Link or you’ll disappear” thus became a new credo of web journalism. This new type of communication means also new rules, and the paper focuses linking in the web journalism, a new eco-system of news and how to create it, as well as on types of links and the ways to create links in journalism. The practice shows that online media organizations, who post news on the web, rarely link. Therefore, we will particularly elaborate arguments why linking news is necessary as well as reasons why media professionals tend not to do so.

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Najnowsze nowe media i stare nowe media / Spór o definicję nowych mediów

Author(s): Roman Konik / Language(s): Polish Issue: 1 (22)/2017

The analysis of new media is a difficult task, mainly because of the lack of a uniform definition of new media. The term ‘new media’ has been in use for at least forty years and means that we encounter a new quality media. However, in many cases, such theoretical assumption of a definition does not go any further and does not indicate what is this new category,what is new in the media. This difficulty should be primarily overcome by drawing a clear boundary between old and new media. Some kind of difficulty in the study of aspects of the new media is precisely their novelty. Analyzing the new is always related to uncertainty, lack of distance,hypotheses, forecasting. Focusing solely on the media which are totally new at the time of analyses may be a certain kind of methodological trap.At the rapid development of technology such kind of ad hoc hypotheses may turn out completely useless and having no meaning, something that can be treated as a fleeting attempt of analyses. When exploring new media we should take into account the broader historical context, point wider consequences of media attention, take into account the context of the relationship of technology and culture and the consequences that result from this interdependence. Only then will the research on the issue of media attention go from the level of local insights onto the level of deep, broad scientific analysis, which will allow to organize the so-called archaeology of new media and to answer the fundamental question: howto distinguish new media from old media.

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Czy to jeszcze sztuka czy już gra? Przenikanie estetyki oraz mechaniki gier wideo do sztuki interaktywnej

Author(s): Dominika Staszenko-Chojnacka,Marcin M. Chojnacki / Language(s): Polish Issue: 1 (22)/2017

In our article, we look at the work inspired by the medium, and the culture of video games. We analyze the specifics of contact with the electronic entertainment in a completely new context as considered by the producers of games. We make a brief characterization of the selected projects in the area of interactive art, aesthetics, mechanics or iconography drawn from the popular digital games. We also analyze interesting analog representations and solutions connected with certain ludic or thematic video games in the context of practices affecting the perception of the medium,as well as assessing its ‘maturity’ and the impact on today’s pop culture.We concentrate on the issue of tangible and intangible dispositif which we consider significant in the context of art inspired by new media.

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Innowacyjność kształcenia z wykorzystaniem symulacji interaktywnych w aspekcie przygotowania człowieka do funkcjonowania w obecnej rzeczywistości

Author(s): Tomasz Prauzner / Language(s): Polish Issue: 1/2017

The paper have been presented the study of analyzes the current pedagogical literature and the results of educational research, on the determination of the effectiveness of teaching under the influence of applied deterministic simulations.

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Change Happens

Author(s): Tom P. Abeles / Language(s): Polish Issue: 1/2017

The advent of the Internet points out that 1:1 faculty: student experiences in a physical environment, or small classes are basically one of a number of „platforms” for the transmission of knowledge either by the scholar/teacher, or possibly by one or more forms of artificial intelligence. It has been demonstrated that, even in highly craft-oriented professions, it is possible that the „handcrafted” experience can be provided, effectively by alternatives, such as artificial intelligent systems. The idea of e-mentoring, regardless of current or emergent technology, can be considered as an interim response within the education system much as parallel efforts were implemented in other areas that undergo „disruption” in an attempt to maintain the current paradigm.

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Východiská pre bezpečnosť detí v prostredí internetu

Author(s): Peter Losonczi,MARIÁN MESÁROŠ / Language(s): Slovak Issue: 1/2016

The study discusses the theoretical, legislative and sociological approaches for addressing the issue of child protection in the Internet environment. The tools of the State and the EU are an essential starting point for the solution of this problem, which goes beyond the borders of the States and regions. Appropriate standardisation of this environment is a necessity for the protection of children and the fight against crime committed against them.

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Twitter jako przedmiot badań socjologicznych i źródło danych społecznych: perspektywa konstruktywistyczna

Author(s): Olga Rodak / Language(s): Polish Issue: 3/2017

Twitter received special attention of social scientists for at least two reasons. Firstly, this social networking site is a social phenomenon, influencing communication and organizational practices. Secondly, Twitter is a repository of structured data, which may be used in order to study phenomena either related or not directly related with social impact of this medium. The purpose of the following paper is to summarize knowledge, which, in the author’s opinion, is necessary to smoothly and fruitfully use Twitter for conducting sociological inquiry: either this, in which Twitter is an object of analysis, or the one in which the service only delivers analytical data. As technology reconfigures social practices, being at the same time shaped by those practices, sociology of Twitter demands first of all understanding of the character of this technology as well as the influence of this technology on research practices, which are here understood as social practices. The article shows transformative character of Twitter in these two aspects. Constructivist perspective enables to understand the medium itself, as well as the character and limitations of data produced through it.

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Ekspansja sztucznej inteligencji a problem wartości

Author(s): Krzysztof Mudyń / Language(s): Polish Issue: 2/2023

Autor poszukuje związków między ekspansją sztucznej inteligencji (SI) a problematyką wartości. Szczególną uwagę zwraca na trudności związane z „uzgadnianiem wartości” w ramach interakcji „algorytm vs człowiek”. Przybliża problemy związane z uwzględnianiem ludzkich wartości w projektowaniu złożonych algorytmów. Wynikają one z faktu, że preferowane wartości nie są spójne i mają charakter kontekstowy (a więc zmienny). Są też zależne od uwarunkowań kulturowych i różnic indywidualnych. Szczególnie trudne do przewidzenia są tzw. wartości sentymentalne. Wszystko to sprawia, że jednoznaczne zdefiniowanie respektowanych przez algorytm wartości jest prawie niemożliwe. Obecnie podejmowane są próby uwzględniania emotional computing w projektowaniu sztucznych systemów, co zdaniem wielu badaczy może okazać się przełomem w rozwoju SI. Podjęto już zaawansowane próby modelowania jednego z aspektów inteligencji emocjonalnej, jakim jest rozpoznawanie cudzych stanów emocjonalnych w oparciu o analizę mimiki twarzy. Zdaniem autora sukcesy w zakresie artificial emotional intelligence powinny raczej martwić niż cieszyć użytkowników Sieci. Poskutkują bowiem większą kontrolą ze strony używających ich instytucji, a w konsekwencji do dalszym ograniczaniem wolności osobistej indywidualnych użytkowników. Mudyń sugeruje, że ekspansja technologii cyfrowej (wbrew początkowym nadziejom) przyczynia się do zwiększonej centralizacji władzy i nierówności społeczno-ekonomicznych. Mówiąc słowami Norberta Wienera (1950), ojca cybernetyki, rozwój technologii cyfrowej przyczynia się do „the human use of human beings”.

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The expansion of artificial intelligence and the problem of values

Author(s): Krzysztof Mudyń / Language(s): English Issue: 2/2023

The author analyzes relation between the expansion of artificial intelligence (AI) and the issue of values. In particular, he points out the difficulties associated with “agreeing on values” in an algorithm vs during a human interaction. The article highlights the obstacles of taking human values into account while designing complex algorithms, which result from the fact that the preferred values are inconsistent, contextual and therefore variable. The values depend on cultural conditions and individual differences as well. In addition, the sentimental values are also difficult to predict and take into account. All this makes it almost impossible to unambiguously define the values to be respected by the algorithm. Currently, an attempt is being made to include “emotional computing” into a design of artificial systems, which, according to many researchers, may turn out to be a breakthrough in the development of AI. There are already advanced attempts being made to model one of the aspects of emotional intelligence, which is to recognise other people’s emotional states based on the analysis of their facial expressions. According to the author, developments in the field of artificial emotional intelligence should rather worry than satisfy the users of the internet. They will contribute to greater control exercised by the institutions that use them, and consequently to further limitation of personal freedom of the individual users. The author suggests that the expansion of digital technology (contrary to the initial hopes) contributes to increased centralization of power and socio-economic inequalities. In the words of Norbert Wiener (1950), the development of digital technology contributes to “the human use of human beings”.

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