The study presents a theoretical analysis of media linguistics as an interactional and transdisciplinary field of applied linguistics that reflects the complex linguistic, social, cultural, and technological contexts of media communication. It focuses on the systematic delineation of theoretical backgrounds, methodological frameworks, and current research directions, while emphasising the importance of analysing media language as part of multimodal, interactive, and technologically mediated media products. Special attention is paid to ecological and forensic media linguistics, digital language variability, media conflict studies, as well as broader social and cultural aspects of media communication. The results of the study point to the necessity of a transdisciplinary approach in exploring the linguistic, discursive, and multimodal mechanisms of meaning formation in the contemporary media environment.

KEY WORDS:

audience, effect, interactions, media discourse, media linguistics, media product, multimodality, transdisciplinarity

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.2.2

This study has two primary objectives: first, to identify which elements of manipulatively anchored deepfake videos on YouTube contribute to their potential for virality, and second, to examine how social media channels facilitate the erosion of rational perception in the consumption of media content. Using Jakobson’s communication model, we identify the basic communication elements associated with a specific deepfake video of a manipulative nature. The analysis revealed that the video aligns with a broader framework of stereotypes, media representation, and political discourse. We place the results in the context of media exposure, the fragmentary and instant consumption of media content, as well as within the specific space of perception of visuality and visual communications in the current media environment. Results show that the articulation of context plays a crucial role in interpreting a deepfake communication, underscoring the limitations of current mechanisms for labelling manipulated content on the YouTube platform.

KEY WORDS:

deepfake video, disinformation, digital virulence, social media, YouTube

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.2.1

The objective of this study is to identify and describe the main milestones in the development of artificial intelligence in the form of a chronological overview of its historical development. This study also seeks to present an argument that challenges the stereotypically and uncritically accepted thesis that draws no distinction between the concepts of development and advancement as they apply to artificial intelligence. Development is a mechanism following a process of leaps forward, without a goal, without criteria based on values or morals. Progress is an ambivalent phenomenon, the practical outcome and result of a specific developmental phase of interacting social, technological, economic, and cultural factors. A historical understanding of the context that gave rise to the development of key concepts of artificial intelligence technologies is the foundation for further possible scientific analysis and qualified predictions of the transformation of society. The phenomenon of artificial intelligence is distinctive for its ambivalent nature. On one hand, it contributes to the prosperity of society, increases efficiency, accelerates performance, and makes a range of human activities easier and more precise. On the other hand, artificial intelligence generates unseen social risks, transforms the function of cultural patterns, and breaks social norms, raising philosophical, ethical, moral, and legislative questions. This review study can serve as a starting point for further study and research analyses to identify the main trends in the technological development of artificial intelligence in the context of questions of advancement in social, cultural, political, economic, ethical, or legislative transformations of society.

KEY WORDS:

advancement, ambivalence, artificial intelligence, chronological overview, development, risks

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.1.4

The study focuses on the analysis of the constitutional and legal limits of the exercise of freedom of speech. This freedom forms one of the pillars of a democratic and legal state. However, the Constitution of the Slovak Republic and the Convention on the Protection of Human Rights and Fundamental Freedoms allow for its legitimate limitations. The authors therefore examine the limits of restrictions on freedom of expression under the conditions of Slovak legislation. The role of independence and autonomy of media are also emphasised, and a specific case demonstrates the interaction between the personality protection of a public figure and freedom of expression.

KEY WORDS:

Constitution of the Slovak Republic, Convention, freedom of speech, proportionality, right to personality protection

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.1.6

The film genre called biographical drama (abbreviated as biopic) focuses on depicting the unique fates and professional achievements or failures of public figures, including popular figures in the music industry. Given the long-term success of these film narratives, there is a need to explore biographical audiovisual narratives about musicians of the past and present. The main aim of the study, therefore, is to elucidate the conventional genre patterns and iconography of the film genre of biographical drama in the form of a critical reflection on feature films, contemporary biopics from the music industry that resonate in the world of cinema. To fulfil the stated aim, the first step is to explain key concepts and processes closely related to the issue at hand. In a follow-up case study, we explain the ways in which the music industry collaborates with the film industry in the application of qualitative content (narrative) analysis of selected research materials. We work on the assumption that biographical dramas about music personalities have the potential to create financially and audience successful media content, reaching relatively high qualitative levels, despite their generally low reputation by the professional public. This assumption opens up a debate about ways of working with the relevant genre iconography. We are also interested in answering the question of how and whether the meaning of the presented facts changes to dramatize the plot, and to what extent the examined film narratives referring to real life stories of selected persons fulfil their informative-educational character. In fact, we believe that the representation of reality in the media reality (represented by audiovisual images of the described genre) is modified to a certain extent. For this reason, we consider it necessary to approach the interpretation of cinematic works in a critical manner.

KEY WORDS:

biographical drama, biopic, film genre, film industry, film narrative, genre iconography, informative-educational function of biopics, media audiences, media (film) education, music industry, media reality

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.1.1

The digital transformation of the media industry brings new challenges and opportunities, with AI becoming an integral part of the creative, analytical and distribution processes. This article explores how AI is shaping the media industry, particularly in the context of supporting creative work, automation and personalisation of content, as well as precision targeting in marketing and political communications. It analyses the historical development of AI in media, its current applications and trends, focusing on cases where AI is complementing human creativity rather than replacing it. Particular attention is paid to the analytical use of AI in the media, to the personalisation of content, automation of news reporting, and to the use of AI in marketing strategies. The article also discusses ethical and legal issues, in particular the issue of trustworthiness of AI-generated content, regulation of misinformation, and copyright protection. Methodologically, the article uses the method of qualitative synthesis and brief case studies in order to describe specific applications of AI in various segments of media production and distribution. The article also provides predictions for the future development of AI in media, respecting the highly dynamic nature of this technology, which naturally implies that certain findings may already be partially surpassed by the time of the publication of the study.

KEY WORDS:

AI analytics, artificial intelligence, content personalisation, ethics, media automation, media industry

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.1.5

The Terrifier horror film series, despite its low-budget, has become a cult phenomenon and achieved unexpected commercial success. This study focuses on analysing the function of violence in contemporary horror cinema, specifically examining the relationship between realism and stylisation in violent scenes within the Terrifier films. The theoretical framework of this research explores violence as both a narrative and aesthetic element, as well as its evolution in modern horror films. The core of the study is the application of this knowledge in the form of discourse analysis on three scenes from the Terrifier film series. The analysis utilises qualitative methods of film study to determine the extent to which these scenes balance realistic depictions of violence and their stylised presentation. The findings of this study contribute to a broader discussion on violence in contemporary horror, its ability to shock and captivate audiences, and its role in testing the boundaries of viewer tolerance.

KEY WORDS:

horror, realism, stylisation, Terrifier, violence

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.1.3

Prior feminist studies in the field of digital education focus primarily on the need to retrain teachers and the need to attract women to programming. Digital games have been a part of both formal and informal education processes for several decades. Despite their longstanding prominence, the potential for gender education has not yet been fully explored. The paper focuses on specific games and uses content analysis to focus on the interactive, narrative and audiovisual components of digital games and on individual motifs or mechanics that are associated with appropriate feminist themes. The main aim of the article is to showcase the abilities and limits of educational digital games created by independent developers to teach players within the gaming community about topics of sexuality. The text also shows how individual games can help in the field of gender education. At the same time, by examining the game market, we estimate what possibilities independent educational games have for reaching audiences in gaming culture.

KEY WORDS:

digital games, education games, game culture, gender, hard core gamer, indie games, queer

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.1.2

Artificial intelligence (AI) is rapidly transforming communication processes across various sectors, including marketing, education, healthcare, and entertainment. This study explores the theoretical perspectives surrounding AI’s integration into communication, examining how AI-driven tools such as ChatGPT, MidJourney, and Google Gemini are reshaping content creation, personalisation, and human-machine interaction. While AI enhances efficiency and allows for real-time customisation of messages, it also presents ethical challenges related to privacy, data security, and algorithmic bias. By synthesising key academic studies, the study outlines the critical ethical considerations, including the risks of deepfakes and disinformation, and emphasises the need for ethical frameworks to guide responsible AI use. The text also discusses the new digital competencies required to navigate AI-enhanced communication environments, such as AI literacy, data proficiency, and ethical reasoning.

Through a systematic literature review, this study contributes to the ongoing discourse on AI’s role in communication by offering a comprehensive theoretical framework that highlights both the opportunities and limitations of AI technologies. Future research should focus on addressing gaps in empirical studies, particularly concerning the long-term impacts of AI on decision-making and the ethical governance of AI-generated content.

KEY WORDS:
AI-generated content, artificial intelligence (AI), communication, data privacy, deepfakes, digital competencies, ethical implications, human-machine interaction

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.2.2

The authors of the present study analyse various forms of virtualisation of the everyday as they appear in different theories and forms in contemporary media studies (see: Deuze, 2016;  Floridi, 2019; Manovich, 2018; Lindgren et al., 2014; Gálik, 2011; Radošinská, 2021; Čábyová et al., 2024), including the transformation of physical space to cyberspace (exemplified by the virtualisation of home), social desertion via the digitisation of the self, transhumanism and the Quantified Self movement. The study is aimed at highlighting the current shift towards online culture and reflecting on some of the socio-cultural changes that are gradually establishing themselves under the influence of digitalisation and virtual forms of experience. At the same time, the authors reflect on some socio-cultural shifts from post-humanism to transhumanism. These shifts are gradually and inevitably establishing themselves under the baton of digitalisation and virtual forms of experiencing the everyday. The ambition of the text is to analyse the presence, manifestations and rise of phenomena related to the virtualisation of the everyday and socio-cultural reality as part of broader processes of digitisation (life-hacking and Quantified Self movement, transhumanism, artificial intelligence).

KEY WORDS:
artificial intelligence, cyberspace, digital media culture, Quantified Self movement, transhumanism, virtualisation of the home

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.2.1