2/2011 @en – Communication Today

Extraordinary Events And Their Impact On Newspaper Structure – Case Of The Daily Sme

Ján Višňovský — Wed, 26 Feb 2014 07:57:11 +0000

Changing social reality provides authors of the periodical press, especially the dailies, with unpredictable situations which they have to cope with. In the paper the author deals with the structural-compositional issues of the daily periodical press using the example of the Slovak quality daily SME. By means of an empirical research of the structure of SME in 2008 and 2009, he takes notice of the impact of unpredictable events having influence on the whole society on the layout of one issue. He takes into account the fact that informing about important events requires devoting adequate space to the sheet of the newspaper, whereby it comes to the breaking of a long-term model of the periodical. It is characterized by a relatively constant setting of the content and stable amount of the pages of the title in individual issues, which results into certain structure of a newspaper unit. Therefore, the reader is able to orientate fast in the newspaper. The outcome of the empirical part is represented by discussing aspects of contemporary situation on the market with the dailies and its reasons; delimiting newspaper unit as well as its components, in the context of accessible notions of Slovak and foreign newspaper science. Special attention is paid to the structure of a newspaper unit from methodological viewpoint and immediate interference into it, which is shown by the breaking of the stable structure of a newspaper.

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Attitude To Advertising As Its Social Effect

Iva Petrová — Mon, 17 Feb 2014 09:23:05 +0000

The article covers the attitude to advertising as the most dominant tool of marketing communication. Advertising and attitude to it certainly strongly inﬂuence the social behaviour and relationships between people. Here, we present the results of an empirical survey implemented on a selected group of respondents with secondary and university education under 50 years of age. The analysis presents dimensions and content namely of the affective component of this group’s attitude towards advertising. Advertising is perceived as part of the present life, as a necessary commonplace also with a number of negative connotations. The attitude of this group of people can be characterized as ambivalent with obvious elements of stylization; most of the respondents declare their own independence on advertising, they exclude their consumption behaviour and decision-making processes to be inﬂuenced by advertising.

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Czech And Slovak Cultural Dimensions And Advertising

Jaroslav Světlík — Mon, 17 Feb 2014 09:12:10 +0000

The article covers the attitude to advertising as the most dominant tool of marketing communication. Advertising National culture is one of the frequent topics of professional discussions on advertising in the sphere of inter-national advertising, most of all in terms of standardization, adaptation and localization of advertising. Probably the best known model which describes the divergences of national cultures is the model of cultural dimensions of the Dutch academic Geert Hofstede. In the ﬁrst part of this paper the author describes four out of ﬁve cultural dimensions including their application in the ﬁeld of marketing communication. Subsequently the results of large surveys through VSM 94 questionnaire in the Czech (Světlík) and Slovak republic (Gecíková) are presented and the ﬁnal data are compared with selected EU countries and the USA. On the basis of Kogut’s methodology and established data the cultural distance of both countries was calculated and compared with other countries of the EU. The results show that people from the Czech Republic and the Slovak Republic are in comparison with other EU countries very close to each other from the point of cultural distance. In the third part of the paper there are possible recommendations for the cluster of these two countries presented particularly in advertising appeals, forms and execution of advertising. The author pointed out that the product category and features of the target group have a very strong inﬂuence on selection of advertising strategy components.

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Theory and Practice/Fighting the Recipe Cookbooks

Dušan Pavlů — Mon, 17 Feb 2014 09:11:33 +0000

In the global world, new paradigms of social development are constantly established. Universities are at an intersection of two interests in the bachelor’s degrees of education: the students are demanding more practical experience, but the educators condition the acquisition of practical skills also by a necessary level of understanding the phenomena through the necessary amount of theoretical knowledge of the domain. This paper points to this conﬂict of interest against the background of some of the global researches that unequivocally point to a higher theoretical education of staff, which allows implementing hands-on activities with a high degree of efﬁciency. It indicates a variety of approaches and views of the managerial and marketing theory today commenting on current phenomena in social development and at the same time presenting the writer´s thought on possible directions of university study orientation in the ﬁeld: marketing communications.

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Some Notes On The Terms Newspaper And Magazine And Their Features Of Difference

Juraj Vojtek — Mon, 17 Feb 2014 09:10:49 +0000

It is quite understandable that different dictionaries and manuals as well characterize the terms newspaper and magazine (periodical) in different ways. Anyway it is not quite understandable why these different ways are so different. That is why the paper has been leaned on a fact-ﬁnding. Its author has gone through different kind of dictionaries and manuals to ﬁnd out how the above mentioned terms are characterized. As for the dictionaries and encyclopaedias as well, they were of different kinds (e.g. language, general and specialized ones, in Czech, English, Polish and Slovak). The hypothesis, which was formulated by the author, stated that the most accurate would be the specialized dictionaries. But this assumption proved to be wrong and the most precise deﬁnitions of the two terms were found in an general encyclopaedia, namely Funk´s & Wagnalls New Encyclopedia.(31vo-lumes. New York : Funk & Wagnall Corporation, 1971–1993). On the pieces of knowledge found in the books, which the author went through, he formulates his own deﬁnitions of the terms newspaper and magazine and points out the signs (features) of difference between them. At the same time he underlines that any attempt of this kind is doomed, as the complexity of the terms cannot be put into a few words. Nevertheless we should try to be as accurate as possible.

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System Communication In Multicentre World (What Luhmann Systems Theory Declares)

Jiří Šubrt — Mon, 17 Feb 2014 09:10:36 +0000

The paper deals with the problems of communication as they are analyzed in the framework of the systems theory of Niklas Luhmann. For Luhmann, modern society is functionally differentiated society, i.e. it is composed of heterogeneous but equal parts which are relatively independent in nature and which are denoted as partial so-cial systems, i.e. sub-systems. The condition necessary for the existence of social systems is communication, and to ensure this, the systems create social mechanisms – the media- whose purpose is to stabilize the communica-tion processes. In social development, there have been differentiated media sub-systems communications, which Luhmann regards as symbolically generalized media. Luhmann’s analysis presents contemporary society as a whole differentiated into functionally dependent yet autonomous sub-systems that constitute neighbouring worlds for each other. On the basis of its observations of society, each sub-system generates its own image and thus instead of a centrally conceived world a multicentre world emerges.

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Mass-Media Law In Slovakia In The Epoch Of The Electronic Mass-Media Digitaliazation

Ján Drgonec — Mon, 17 Feb 2014 09:09:08 +0000

The inﬂuence of the electronic media transition form analogue to digital broadcasting on mass media law and on the position of the state within the framework of mass media activities in the era of digitalization is not sufﬁciently appreciated. The ﬁrst attendant phenomenon of digitalization and the necessity of its proper reﬂexion within the relations regulated by law is the constitutional importance of changes interconnected with the broadcasting digitalization. The common denominator of considered constitutional changes is the purpose of legal regulations which is the protection of information plurality spread by media. It is necessary to proclaim that the Article No. 26 of the Constitution of the Slovak Republic can not keep its current version which it was given by overwri-ting Article No. 10 of the European Convention on Human Rights and Fundamental Freedoms collaterally with overwriting Article No. 19 of the UN Convent on Civil and Political Rights without taking into account the aspect of the freedom of speech regulations in legal texts of the juridical states at the end of 20th century. Another change related to digitalization is the change of the importance of the law on broadcasting and retransmission in the legal code. The role of the basic source of mass media law for electronic media is transferred to the digital broadcasting law.

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Media In Election Processes

Grazyna Piechota — Mon, 17 Feb 2014 09:07:38 +0000

The politician does not want to be just a subject exposed to the political arena any longer, who is becoming well-known and recognizable thanks to political advertising. The politician is getting more active in the ﬁeld of com-munication processes aimed at creating a new image of the politician, whom the voters know not just from the traditional media but also from their direct contact with the environment and passing his or her views on many subjects e.g. politics, social issues or economy. At the same time, political marketing processes are gradually replaced by political public relations processes, and the one-way direction of the message, which is character-istic of marketing communication, seems to be systematically replaced by the two-way communication, which is typical for the public relations processes. Progressing development of the social media, such as Internet blogs, Facebook, Twitter, as well as the development of political public relations, inﬂuence the changes in both: perceiv-ing the role of the traditional media in the election processes and political communication and in the co-relation between the traditional media and the social media. Social media are more likely to be regarded as being not only complementary to the traditional media, or the brand-new communication tool, but even being an alternative to the traditional media.

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