Marketingowy archetyp MIŁOŚCI i WSPÓLNOTY jako sposób tabloidyzacji komunikacji politycznej w języku mediów

• Autorzy: Paweł Nowak

Warianty tytułu

EN

MARKETING ARCHETYPE OF LOVE AND COMMUNITY AS A METHOD OF TABLOIDIZATION OF POLITICAL COMMUNICATION IN MEDIA LANGUAGE

• Języki publikacji: PL

Abstrakty

EN

The article presents the role of marketing communication, especially the Y&Rchetypes theory, in tabloidization of culture, politics and other forms, in the past few years. In the press material we can observe language forms and communication functions of the update of three archetypes referring to the need of LOVE and COMMUNITY — a lover, an average guy and a fool — in modern political communication. At the same time it is shown how the marketing patterns, proposed by American company Yung&Rubicam at the beginning of the 1990s, evolve not only in politics but also in tabloidized media. In the article there is also an attempt to answer the question on how Polish society assimilates these patterns, how much they approve or process them.

Słowa kluczowe

EN

TABLOIDIZATION; MEDIA; MARKETING STRATEGIES; POLITICAL DISCOURSE; LOVE AND COMMUNITY ARCHETYPE

• Wydawca: Wydawnictwo Uniwersytetu Wroclawskiego
• Czasopismo: Oblicza Komunikacji
• Rocznik: 2010
• Tom: 3
• Strony: 105-113

Twórcy

autor

Paweł Nowak