http://hdl.handle.net/11716/6851 2026-04-19T11:30:01Z http://hdl.handle.net/11716/6869 „Ponad” i „pomiędzy” (nowymi) mediami: użytkownicy w nowym środowisku. Studium przypadku kampanii reklamowej firmy Netia Kopecka-Piech, Katarzyna The article presents the relations between particular media, developing as a result of convergence. The aim of the analysis is also determining mutual dependences between the media, their content and form of distribution, and their utilization. The analyzed environment reveals its intermedial and transmedial image, and makes us realize the continuously expanding communication possibilities. The case study focuses on the advertising campaign „Pierwsze Wolne Wybory na Twarz Netii” (The first free election for the face of Netia) realized between 11.05.2009 and 30.06.2009. The analysis is based on the most recent findings in the research on media convergence, also using the theory of literary analysis, and on the four laws of the media, i.e. the tetrad, formulated by Marshall and Eric McLuhan. 2010-01-01T00:00:00Z http://hdl.handle.net/11716/6868 „Are you in?” – nowe formy promocji w przestrzeni miejskiej Brzozowska, Blanka The article aims at examining new marketing solutions (“dark marketing”, buzz marketing, viral marketing) which are based on advertising campaigns in different media and the real urban space at the same time. The analysis of selected examples is based on the Henry Jenkins' concept of media convergence and the problem of negotiations between consumers and producers. New marketing solutions may become an element of an interesting game with the audience, especially if the audience can be emotionally involved in the plot. Two categories “non-place” and “out of place” create a context for this game in the urban space. 2010-01-01T00:00:00Z http://hdl.handle.net/11716/6867 Miłość jako gadżet na telefon Roszczynialska, Magdalena The article discusses visual representations of eroticism in commercial media content for mobile phones, ranging language-wise from pornographic to infantile. The author considers it as a discursive form in which both domination of verbal elements over visual ones and consumer's desire over satisfaction could be pointed out. The article notes the alienating dimension of pornography in the era of media convergence. 2010-01-01T00:00:00Z http://hdl.handle.net/11716/6866 „Król popu nie żyje! Zapraszamy Państwa na spektakl”. Śmierć i umieranie w kulturze celebrytów Ogonowska, Agnieszka The subject matter of this article includes the beginning of Michael Jackson’s career, his presence in the media, the strategies of creating his public identity as a pop-culture star and a celebrity, his significance in the pop music and the modern pop culture, the strategies of the star’s “struggling” with fame and his fans’ expectations, and the issue of “Jackson” being a product of culture, which continues to exist and develop even after the death of the real person. 2010-01-01T00:00:00Z