Media Biznes Kultura最新文献

{"title":"Komunikacja z wykorzystaniem sztucznej inteligencji w turbulentnych warunkach rynkowych","authors":"M. Makowski","doi":"10.4467/25442554.mbk.23.006.18029","DOIUrl":"https://doi.org/10.4467/25442554.mbk.23.006.18029","url":null,"abstract":"The paper presents the scope of application of artificial intelligence in the communication process. Particular attention was paid to the technology of bots used in new media. The functionality of these solutions in turbulent market conditions has been described, indicating both their positive and negative effects in turbulent communication conditions. The Author pointed out the advantages and disadvantages of practical applications of artificial intelligence in new media and the prospects for improving such communication possibilities.","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116327019","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Dysfunkcje społeczne widziane z perspektywy dziecka. Analiza treści gier wideo studia Killmonday Games","authors":"Adrianna Linertowicz","doi":"10.4467/25442554.mbk.23.003.18026","DOIUrl":"https://doi.org/10.4467/25442554.mbk.23.003.18026","url":null,"abstract":"The article presents knowledge in the field of child psychology in reference to social dysfunction in society on two video games produced by the Swedish studio Killmonday Games. The game „Fran Bow” from 2015 and „Little Misfortune” from 2019 were subject to content analysis. Based on both productions, it was shown how children can perceive events taking place in society. An attempt was also made to prove that video games have influence on the results of the actions of recipients with problems, with the effectiveness of action on children and the harmful impact on social phenomena.","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130643516","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Dezinformacja. Próba ujęcia dyskursywnego","authors":"Karina Stasiuk-Krajewska","doi":"10.4467/25442554.mbk.23.004.18027","DOIUrl":"https://doi.org/10.4467/25442554.mbk.23.004.18027","url":null,"abstract":"The categories of disinformation and fake news are among the more frequently invoked concepts in the context of discussions about modernity. On the one hand, there is widespread agreement on the special (negative) role of media phenomena defined in this way, while on the other hand, a lot of research is being conducted to shed light on their nature and principles of operation. Meanwhile, there is a fundamental – at least from the point of view of the social sciences – problem with these concepts. Namely, we do not have their precise definitions. The presented text has the task of analyzing the state of affairs in this regard and proposing an adequate approach. This approach, in fact, identifies the category of disinformation with the category of fake news (in the broader sense), while pointing out the constitutive features of both these phenomena, related to the categories of truth, intention and media format. These features are analyzed in the context of the category of the media genre of information (more specifically, the information function understood in a pragmatic way) and the discursive framework of journalism, into which, as will be shown in the text, disinformation attempts to intrude.","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122246033","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Media w konflikcie interesów? Analiza deklaracji misji oraz sytuacji finansowej wybranych stacji radiowych","authors":"Anna Teler","doi":"10.4467/25442554.mbk.23.007.18030","DOIUrl":"https://doi.org/10.4467/25442554.mbk.23.007.18030","url":null,"abstract":"In the presented work, new opportunities were sought to address conflicts of interest in the media industry. It was considered, according to Dennis Thompson’s definition, that a conflict of interest is a series of circumstances and a legitimate concern that a secondary objective will affect the primary one. The primary interest refers to the primary, even statutory goals of the media business, namely the fulfilment of the social mission, while the secondary interest includes personal benefit. It seems that in the media, profit should not be the primacy – rather, it should be a certain prism. The purpose of the article is to formulate a certain proposal, based on the renegotiation of the current state. A so-called third way (relative to non-profit and for-profit activities) is proposed, which is worth further discussion. To this end, an analysis of the financial situation and an analysis of the declared mission of selected media entities was conducted: radio stations such as BBC Radio, WWOZ, WRBH. Careful tracing of these two dimensions (mission and finances) makes it possible to deepen the discourse related to the conflict of interest. It also provides a proposal for renegotiating beliefs about the media business in general. For the purpose of the article and research objective, the research question was formulated: Does the media have to choose between profit and social mission? The obtained research results and the discussion of the results do not allow to answer the research question in the affirmative. With this, it can be assumed that media organizations do not have to choose between profit and social mission. The changing situation of the BBC in the coming years, including BBC Radio, requires further observation and verification of whether the British broadcaster will become a recognized and recognized case of combining profit with mission, perhaps even in a sustainable and inclusive way.","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"98 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132396465","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Rosyjska dezinformacja i wykorzystanie obrazów generowanych przez sztuczną inteligencję (deepfake) w pierwszym roku inwazji na Ukrainę","authors":"A. Majchrzak","doi":"10.4467/25442554.mbk.23.005.18028","DOIUrl":"https://doi.org/10.4467/25442554.mbk.23.005.18028","url":null,"abstract":"The article addresses the issue of the use of images generated with the use of artificial intelligence as part of disinformation in the first year of the Russian invasion of Ukraine (24.02.2022–24.02.2023). Based on the review of the literature, reports and media coverage in Polish, English, Ukrainian and Russian, examples of the use of deepfake in Russian disinformation were highlighted and how such technology was used and what was its significance in a theoretical context.","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"201 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121080050","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Testing the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising","authors":"E. Kim, Sidharth Muralidharan, Heather Shoenberger","doi":"10.4467/25442554.mbk.22.012.17098","DOIUrl":"https://doi.org/10.4467/25442554.mbk.22.012.17098","url":null,"abstract":"A study with 40 real TV commercials and 421 non-student participants confirmed that advertising persuasiveness could be enhanced when narratives are more relevant to a viewer and produce more vivid details. Specifically, greater ad relevance and ad vividness produced more goal facilitation, emotional engagement, and likelihood of decreased ad skepticism, resulting in more positive ad and brand attitudes. Furthermore, the results supported a moderated mediation process, with ad message explicitness as an important moderator. We found that the positive effects of ad relevance and ad vividness were dampened when viewers perceived the ad message to be more explicit.\u0000\u0000Testowanie zakresu doświadczenia immersyjnego. Rola relewancji, wyrazistości i bezpośredniości przekazu w reklamach narracyjnych\u0000\u0000Badania obejmujące 40 autentycznych reklam telewizyjnych i 421 uczestników niebędących studentami potwierdziły, że perswazyjny efekt reklam można zwiększyć, jeśli będą one bardziej adekwatne dla odbiorcy i zawierać będą bardziej wyraziste cechy immanentne. Przeprowadzone badania pokazują, że ulepszona relewancja reklam i ich udoskonalona wyrazistość dawały efekt większej zgodności celów, wzrostu zaangażowania emocjonalnego oraz wysokiego prawdopodobieństwa Eunjin (Anna) Kim, Sidharth Muralidharan, Heather Shoenberger 10 spadku sceptycyzmu odnośnie do danej reklamy, co skutkowało poprawieniem stosunku odbiorców do reklamy i marki. Co więcej, wyniki badań potwierdzają proces moderowanej mediacji, gdzie bezpośredniość wiadomości reklamowej jest ważnym czynnikiem moderującym. Ustaliliśmy, że pozytywne skutki relewancji i bezpośredniości reklamy były niwelowane, gdy odbiorcy postrzegali wiadomość reklamową jako bardziej bezpośrednią. Słowa kluczowe: reklama narracyjna, relewancja reklamy, wyrazistość reklamy, bezpośredniość wiadomości reklamowej, stosunek do reklam.","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"615 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123208324","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Partyzantka semiotyczna. Historyczne analogie i dekonstrukcje w praktykach medialnych turbo- i softpatriotów","authors":"Sławomir Doległo","doi":"10.4467/25442554.mbk.22.024.17110","DOIUrl":"https://doi.org/10.4467/25442554.mbk.22.024.17110","url":null,"abstract":"Ostentacyjne przywoływanie patriotyzmu i narodowych symboli, ich polityczna instrumentalizacja i indoktrynacja odbywają się dziś w atmosferze permanentnego sporu tożsamościowego. Rezerwuar postaci i symboli historycznych dostarcza jego obu stronom instrumentów do manifestacji swoich idei i reprodukcji podstawowej antropologicznej dychotomii: „my” versus „oni”. Historyczne analogie służą usprawiedliwianiu obywatelskiego nieposłuszeństwa, a pamięć zbiorowa jest powszechnie włączana w repertuar praktyk kontestacyjnych, szczególnie przez przedstawicieli młodego pokolenia, którzy skutecznie korzystają z nowych technologii komunikacyjnych i kodów popkultury. Dążąc do ustanowienia własnej reprezentacji symbolicznej, przechwytują postawy i narzędzia reprezentowane przez oficjalny dyskurs pamięci, dekonstruują narodowe mity i obalają uprzywilejowane wzorce patriotyzmu. Artykuł ukazuje, w jaki sposób „turpopatriotyzm” i „softpatriotyzm” stały się osiami polskiej debaty o symbolicznym głównym nurcie i peryferiach, a także, jak młodzi Polacy podważają hegemoniczne wzorce świadomości historycznej.\u0000\u0000\u0000Semiotic Guerilla. Historical Analogies and Deconstructions in Media Practices of Turbo- and Softpatriots\u0000\u0000Currently, ostentatious evocation of patriotism and national symbols, their political instrumentalization and indoctrination exists in an atmosphere of permanent identity dispute. The reservoir of historical figures and emblems provides its both sides with instruments to manifest their ideas and multiply the basic anthropological dichotomy: ‘we’ versus ‘they’. Historical analogies are used to justify civil disobedience. Collective memory is commonly included in the repertoire of contestation practices, especially by the members of young generation, effectively using new communication technologies and codes of pop culture. Striving to establish their own symbolic representation, they intercept the attitudes and tools represented by the official memory discourse, they deconstruct national myths, and subvert privileged patriotic patterns. The article presents how so-called ‘turbopatriotism’ and ‘softpatriotism’ become the axis of Polish debate about Sławomir Doległo 200 the symbolic mainstream and periphery and how young Poles discredit hegemonic patterns of historical awareness.","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122688664","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"„Dziewczynki mogą wszystko” – o zwalczaniu stereotypu płci na przykładzie strategii marketingowej marki Lego","authors":"Justyna Majchrowska","doi":"10.4467/25442554.mbk.22.019.17105","DOIUrl":"https://doi.org/10.4467/25442554.mbk.22.019.17105","url":null,"abstract":"Celem badania była próba zauważenia sposobów prowadzenia strategii marketingowej, w której łamie się stereotypy. Badanie pilotażowe, przeprowadzone za pomocą metody genologicznej analizy tekstu, ze szczególnym nastawieniem na aspekty strukturalny i językowy, pozwoliło zauważyć wielokanałowe komunikowanie nadawcy, Grupy Lego, z odbiorcami – konsumentami z całego świata, w tym z Polski. Poprzez prowadzoną strategię narracyjną firma zwraca uwagę na dotychczasowe, dość krzywdzące, zachowania społeczeństwa w stosunku do wychowywania dziewczynek (i analogicznie chłopców). Ten dualny, zapoczątkowany już w wieku niemowlęcym, podział, który jest powielany współcześnie, między innymi w ogólnodostępnych reklamach, jest jedną z przyczyn powstawania granicy między płciami. Respektowanie takiego wzorca przez społeczeństwo doprowadza obie grupy (kobiety i mężczyzn) do braków w umiejętnościach i kompetencjach, wprowadza rozgraniczenie i uprzedzenia, które – z czasem – mogą doprowadzić do krzywdzących zachowań jednej płci wobec drugiej lub wewnątrz każdej z nich. Wyniki przeprowadzonego badania wskazują na to, co kampania marki (tu Lego), a docelowo społeczeństwo, może osiągnąć poprzez promowanie określonych wartości, na przykład dzięki usunięciu stereotypów (stereotypów językowych), które tak mocno zakorzeniły się w języku i kulturze (nie tylko polskiej). Strategia określonej kampanii, dzięki korzystaniu z marketingu treści, pozwala również uzyskać pozytywny wizerunek marki (tu Lego) i zyskać nowych konsumentów. Łamanie stereotypów, wykorzystane w strategii marki, może stanowić zatem również perswazyjną technikę przyciągania uwagi klientów/potencjalnych nowych klientów.\u0000\u0000\u0000„Girls can do anything” – Remarks on Combating Gender Stereotype on Example of Lego Brand Marketing Strategy\u0000\u0000The aim of the study was to try to observe ways of conducting a marketing strategy in which stereotypes are broken. The pilot study carried out using the method of genological text analysis, with a particular focus on the structural and linguistic aspect, made it possible to notice the multi-channel communication of the addresser, the Lego Group, with recipients – consumers from all over the world, including Poland. Through its narrative strategy, the company draws attention to the existing, quite harmful, social attitudes to raising girls (and similarly boys). This Justyna Majchrowska 122 dual division, started already in infancy, which is being copied today, e.g. in publicly available advertisements, it is one of the reasons for the formation of the gender boundary. Respect for such a pattern by society leads both groups (women and men) to shortages in skills and competences, introduces demarcation and prejudices that – over time – can lead to harmful behavior of one sex towards the other or within each of them. The results of the study show what the brand campaign (here Lego), and ultimately the public, can achieve by promoting certain values, including by removing stereotypes (langu","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129026366","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Communicative Anosmia and Poetics of Storytelling in Perfume Commercials","authors":"Halszka Leleń","doi":"10.4467/25442554.mbk.22.013.17099","DOIUrl":"https://doi.org/10.4467/25442554.mbk.22.013.17099","url":null,"abstract":"Analyzing contemporary short-film perfume advertisements it becomes clear that it is not enough to use the paradigms of social-communication and media studies alone to grasp the complexity of the used techniques. The commercials are deliberately composed to achieve complex artistic effects so as to stimulate the prospective consumer wish to buy the product. Using sensual and aesthetic appeal of the videos allows perfume companies to achieve their marketing objectives without exerting any direct pressure. They rather opt for creating subtle, multimodal narrative effect of the campaign that works in tandem with the target addressee’s intersubjective engagement. It is the purpose of this article to discuss the range of aesthetic techniques and poetic (literary) patterns applied in construing attractive or intriguing, intertextually allusive adverts of olfactory products. The devices from the literary and non-literary storytelling are intended to compensate for the fact that smell is impossible to transmit directly in the used audio-visual media. The article will overview the compositional relations and arrangements of perfume commercials using methodology of literary studies informed by theoretical insight of other relevant disciplines.\u0000\u0000\u0000Komunikacyjna anosmia i poetyka opowieści w reklamach perfum\u0000\u0000Kiedy analizujemy współczesne krótkie filmy reklamowe, staje się jasne, że nie wystarczy użyć samych paradygmatów nauk o komunikacji społecznej i mediach, aby uchwycić skomplikowane środki użyte w tych tekstach. Reklamy audiowizualne perfum są celowo komponowane w taki sposób, aby osiągnąć wyszukane efekty artystyczne, które mają stymulować chęć zakupu produktu u potencjalnego konsumenta. Budowanie zmysłowej i estetycznej atrakcyjności filmów pozwala firmom perfumeryjnym osiągnąć swoje cele marketingowe bez wywierania jakiejkolwiek dodatkowej presji na klienta. Optują one raczej za tworzeniem subtelnych, multimodalnych narracyjnych efektów danej kampanii reklamowej, które działają w powiązaniu z intersubiektywnym zaangażowaniem docelowego adresata. Celem tego artykułu jest ukazanie zakresu technik estetycznych i poetyckich (literackich) w budowaniu atrakcyjnych bądź intrygujących, intertekstualnie aluzyjnych reklam perfum. Zabiegi z dziedziny literackiego i pozaliterackiego storytelling mają rekompensować fakt, że zapachu nie da się przekazać bezpośrednio w użytym medium audiowizualnym. W artykule zostaną ukazane rozmaite kompozycyjne zależności i uporządkowania tekstów reklamowych za pomocą metodologii literaturoznawczej poszerzonej o ujęcia teoretyczne zaczerpnięte z innych pokrewnych dyscyplin. Słowa kluczowe: palimpsestowe struktury narracyjne, estetyka tekstu reklamowego, motywy literackie i kulturowe, efekty synestetyczne, ujęcie literaturoznawcze.","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127321447","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"„To, co najważniejsze… w storytellingu” – analiza spotu świątecznego marki Allegro w ujęciu teorii narracji Bo Bergströma","authors":"A. Żukowska","doi":"10.4467/25442554.mbk.22.021.17107","DOIUrl":"https://doi.org/10.4467/25442554.mbk.22.021.17107","url":null,"abstract":"„Narracja” – pojęcie mające swoje korzenie w literaturoznawstwie, od lat 60. XX wieku stała się przedmiotem zainteresowania wielu innych dyscyplin, a – jak stwierdził Martin Kreiswith – humanistykę ogarnęła nawet „obsesja opowieści”. Mity, podania, legendy czy baśnie oraz inne formy narracji obecne w codziennym doświadczeniu większości uczestników kultury przyczyniają się do kompetencji odbioru opowieści w różnych formach. Być może to jest jednym z czynników wpływających na niezwykłą popularność i sukces storytellingu w reklamie. Zasady tworzenia dobrej, efektywnej, atrakcyjnej opowieści wywodzą się bowiem z dawnych form narracji i są dzisiaj powszechnie w niej stosowane. W artykule zostanie przedstawiona propozycja szwedzkiego badacza komunikacji wizualnej – Bo Bergströma, który różnicuje narrację na dramatyczną i niedramatyczną, a schematy obydwu opiera na regułach obecnych odpowiednio w kinie gatunków oraz kinie autorskim. Autor nazywa ten wymiar reklamy systemem formalnym, obok którego równie istotny jest system stylistyczny, czyli środki artystycznego wyrazu zastosowane w przekazie. W artykule zostanie przeprowadzona analiza obydwu systemów w reklamie świątecznej marki Allegro z 2021 roku w kontekście założeń storytellingu.\u0000\u0000\u0000“What is most important … in storytelling” – Analysis of the Allegro Brand Christmas Spot in the Light of Bo Bergström’s Narrative Theory\u0000\u0000“Narration” – a concept rooted in literary studies, has attracted the attention of many other disciplines since the 1960s, and as Martin Kreiswith stated, the humanities were even “obsessed with stories”. Myths, legends, fairy-tales and other forms of narrative are omnipresent in the everyday experience of most participants in culture and thus they contribute to their competence of receiving stories in various forms. Perhaps this is one of the factors leading to the extraordinary popularity and success of storytelling in advertising. The principles of creating a good, effective, and attractive story derive from the old forms of narration and they are today commonly used in many narrative media. The article presents the proposal of the Swedish researcher of visual communication – Bo Bergström, who differentiates the narrative into dramatic and non-dramatic. He seesthe patterns of both kinds as as based on the rules present in genre cinema and author’s Aleksandra Żukowska 152 cinema, respectively. The author calls this dimension of advertising a formal system, next to which the stylistic system, i.e. the means of artistic expression used in the message, is equally important. The article will analyse both systems in the Allegro brand Christmas advertisement from 2021 in the context of the storytelling assumptions.","PeriodicalId":303852,"journal":{"name":"Media Biznes Kultura","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132984131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}