The integration of the Internet and social media into daily life has profoundly transformed not only access to information but also individual perceptions and behaviours. This pervasive digital presence, particularly amongst younger generations, has been associated with a decline in social and communication skills, as well as a noticeable reduction in attention spans. While the Internet and social media facilitate rapid task-switching, they have concurrently diminished the ability to sustain prolonged focus on a single task. Historically, sustained attention was measured in minutes; however, this duration has now been reduced to mere seconds, presenting significant challenges for the future. These shifts necessitate a re-evaluation of educational strategies, particularly regarding how educators communicate with and engage students. Adapting to these changes will be critical in addressing the cognitive and social implications of an increasingly digital world. The primary objective of this study is to establish a theoretical foundation for future research on the reviewed issue. For this purpose, this study used various existing surveys, datasets, studies, and literature evaluating the internet and social media and their impact on individuals’ perceptions.

KEY WORDS:

attention, communication, education, Internet, social media, students

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.16

Framing theory explains how media shape public perceptions by selecting and interpreting social events. This study examines how the adoption of the euro was framed in Croatian online media during both the pre-adoption (December 2022) and the transition periods (January 2023). A total of 236 articles from leading online news portals and specialised business media were analysed. Findings indicate the dominance of a technological and administrative frame and statistically significant differences in frame distribution across the two periods. Sentiment is mostly neutral, with positive sentiment slightly more common in the economic frame and negative sentiment in the social and political frames. These two frames show an interconnected dynamic, as narratives about public dissatisfaction extend into political blame attribution. Informative headlines prevail, although sensationalist elements are sometimes used to dramatize technical content. Lexical patterns form thematic clusters that function as linguistic markers of specific frames.

KEY WORDS:

content analysis; euro adoption; framing theory; media framing; online media

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.15

Our research indicates a clear need to attract the attention of society to the role a family plays in it. Systematisation of the special literature and approaches for solving the problem connected with the family indicates that it commonly has such roles as emotional and financial support, socialisation, education, caregiving, identity formation, social cohesion, reproduction, and continuity.  Investigation of these roles in the study is carried out in the following logical sequence: using semantic and textual analysis we considered Slovak media output on the topic “family” and its keywords in 2020 and then compared it to the same period in 2024. It gave us the opportunity to confirm which of these roles are more frequently discussed in Slovak media and to prepare a questionnaire to be offered to young Slovaks. The questionnaire included items typical of any family: caregiving, financial support, family values, relations within a family and others. The main purpose of the research is to compare young Slovaks’ expectations about their future family with official statistical data concerning important items which influence family reproduction and continuity, namely birthrate, ability to pay mortgage, and emotional and financial support, amongst others. Finally, the research empirically confirms and statistically proves that there still exist some problems concerning families, and we hope that they will be successfully addressed by the Slovak authorities in the nearest future, making young people’s dreams come true.

KEY WORDS:

family roles, family in Slovak media output, reality and prognosis, statistical data

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.14

This scientific study offers an exploratory insight into knowledge about emotionalization in contemporary television news. It examines the extent to which – and the strategies through which – emotionalization is encoded and manifested in news headlines within the main newscasts of the two most popular commercial television stations in Slovakia: Televízne noviny (TV Markíza) and Noviny TV JOJ (TV JOJ). The study is grounded in the attention economy framework and in concepts such as infotainment/tabloidization, negativity, and dramatization, conceptualising headlines as an initial “attention-grabber”, and simultaneously as a pre-framing of event interpretation. The research combines both quantitative and qualitative content analysis of a sample of 283 headlines from one continuous broadcast week (October 6 – 12, 2025; TV Markíza n=186, TV JOJ n=97). Headlines are coded for the presence of emotionality (including the following types: slogan-like wording, metaphorical framing, expressiveness, confrontation/crisis framing, modality, and vagueness) and for sentiment (negative/positive/neutral), while the occurrence of accompanying studio elements (SG/SA) is also tracked. The results show that emotionally laden headlines constitute the majority (TV Markíza 70.4%, TV JOJ 74.2%) and that negative frames are predominant; however, the broadcasters differ in the typology of emotionalization (TV Markíza shows more slogan-like headlines, whereas TV JOJ relies more on metaphorical framing and modality). The findings suggest that headlines can systematically increase the attractiveness of news content, while simultaneously reinforcing interpretive and polarising framing effects, which may be further amplified by visual studio add-ons.

KEY WORDS:

affective framing in television news headlines, headline mood and emotional valence, negative bias in news reception, tabloidization and infotainment in television news, visual framing

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.13

This study examines the relationship between political correctness and authenticity in contemporary political communication, focusing on how deviations from political correctness norms shape public perception and political polarisation. Through a comparative qualitative analysis of selected public statements and media representations of Donald Trump and Zoran Milanović, the study explores contrasting communication styles and rhetorical strategies used to construct authenticity. While political correctness promotes inclusivity and reduces overt conflict in public discourse, the analysis indicates that its perceived constraints may encourage political actors to adopt more provocative and polarising communication styles. Trump’s rhetoric is characterised by direct, emotionally charged language, whereas Milanović employs irony, sarcasm, and historical references. In different political and cultural contexts, both approaches function as strategies for visibility and authenticity-building. The findings suggest that departures from political correctness can increase public engagement but may simultaneously contribute to societal polarisation and declining trust in institutions. By situating political communication within broader debates on authenticity and responsibility, the study contributes to a deeper understanding of contemporary political discourse and its democratic implications.

KEY WORDS:

authenticity; discourse analysis; political correctness; political discourse; populist rhetoric

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.12

The impact of Generation Z on the tourism market requires a better understanding of their behaviour in this area. As the generation with the strongest digital connection, Generation Z strongly influences trends in domestic and foreign tourism, marketing communication, and the use of artificial intelligence in destination marketing. The aim of this article is to describe the travel behaviour of Generation Z in Slovakia, focusing on the frequency of travel, motivation to travel, the use of social media, and the role of artificial intelligence in this generation’s travel planning. To obtain the data, quantitative research was conducted using a questionnaire survey carried out amongst Generation Z in Slovakia. The results were analysed to identify patterns in travel frequency, use of digital tools, and behaviour when sharing experiences. The study plans to expand the research with qualitative methods to gain a deeper understanding of certain contexts. The results show that this cohort prefers experience-oriented travel, is influenced by social networks, and increasingly uses artificial intelligence tools for planning and decision-making, including when travelling.

KEY WORDS:

AI, destinations, Generation Z, marketing, social media, travel

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.11

Visual brand communication faces the challenge of effectively capturing viewers’ attention in a crowded media environment. This study investigates the impact of a logo’s position and movement in an advertising video on its visibility and attention distribution. In a laboratory eye-tracking experiment (N = 24), two conditions were compared: a static logo fixed in the corner and a moving logo displayed dynamically throughout the commercial. The results showed that moving logos achieve significantly higher visibility (p < .001) and maintain visual attention for longer periods. At the same time, attention in fixed spots remains more central (with a higher centre-grid share), which does not imply higher visibility of the corner logo. The time to first fixation did not differ significantly between conditions, suggesting that the advantage of movement lies primarily in retention, rather than in the speed of capture. The findings provide recommendations for advertising creation, including the use of short micro-animations, contrasting backgrounds, and trajectories that affect the central zone, which can significantly increase the visual accessibility of the logo.

KEY WORDS:

brand visibility, centre bias, eye-tracking, logo placement, TTFF, visual attention

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.10

Wine consumption amongst younger generations is shifting towards occasion-based and selective patterns, positioning labels as critical communicative interfaces where quality, meaning, and trust are negotiated. This study examines how Generation Y and Z consumers interpret wine label attributes and how these perceptions define distinct consumer segments, specifically focusing on digital communication preferences and information trust. Data from an online survey of 364 young Slovak wine consumers were analysed using factor analysis and K-means clustering. The findings identify three approaches to wine label evaluation: information-oriented, narrative-oriented, and visually oriented. These interpretations are manifested in three distinct segments: narrative-driven traditionalists, quality-conscious wine seekers, and visually-oriented occasion drinkers. Each segment exhibits unique consumption habits, engagement levels with social media formats, and varying trust in information sources. The study contributes to communication research by conceptualising wine labels as meaning-making interfaces and shows how label designs and communication tactics might better reach younger wine consumers.

KEY WORDS:

communication, label, segmentation, social media, trust, wine

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.9

This study examines the literature on children’s consumer behaviour between 2000 and 2024 through a systematised exploratory review guided by the SALSA method (Search, Appraisal, Synthesis, Analysis). In a globalised and digitalised communication context, the review analyses dominant research themes, methodological trends, and emerging gaps. The search was conducted in Scopus and Web of Science using multilingual terms related to consumer behaviour, youth, brands, and advertising. After applying appraisal criteria, 62 articles were selected. The results reveal a strong concentration of studies on alcohol, tobacco, food, and brands, while other forms of emerging consumption remain underexplored despite their growing role in adolescent identity and digital self-presentation. Most of the studies are quantitative, predominantly based in the United States, and seldom employ qualitative or mixed methods capable of capturing cultural specificities. The study proposes a more inclusive and interdisciplinary research agenda that addresses neglected areas of consumption, integrates local contexts, and combines diverse methodologies to better understand how family, peers, and digital platforms influence adolescents’ consumer decisions.

KEY WORDS:

advertising, brands, children, consumer behaviour, exploratory review, youth

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.8

This study explores how hotels in Slovakia use Customer Relationship Management (CRM) as a communication-driven strategy to build and maintain guest relationships. CRM is examined as a framework that integrates multiple communication channels and touchpoints to enhance guest satisfaction, foster loyalty, and contribute to the long-term sustainable performance of hotel enterprises. Four hypotheses were formulated regarding hotel customer orientation, communication channels, influencing factors and barriers to CRM implementation. These hypotheses were tested using data from an online questionnaire survey completed by hotels in Slovakia. Results show that hotel classification and size, especially the number of employees, significantly affect the scope of CRM communication activities. Financial constraints emerged as a key barrier. The findings provide valuable insights into how communication practices within CRM frameworks can be benchmarked across the hospitality sector to support more sustainable business operations.

KEY WORDS:

customer relationship management, customer satisfaction, hotel management, marketing communication, sustainability

DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.7