Współczesne trendy badawcze w komunikacji perswazyjnej – od zarządzania do neuronauki
Contemporary research trends in persuasive communication – from management to neuroscience

Summary/Abstract: A new set of tools in the research of media communications presents an opportunity for a full and more reliable analysis of many phenomena in this domain. Modern instruments and methods of study can be implemented to expand the well-known and consolidated methods including a number of scientific disciplines. The correlation of these methods means familiar categories can be ordered more precisely than before the digital era. Secondly, the studies can produce new results. The description of individual research stages and the possibility to implement them in the current academic research with reference to the analysis of media communications highlights the complementary value inherent in interdisciplinary procedures. The application of the described tools, including those related to neuroscience, enables better recognition and falsification of the impact of media communications on the complex mental and emotional sphere. The indicated methodological approach reduces the risk of subjective evaluation of phenomenon, which is significantly greater when a strictly interpretative approach is adopted. Combining the described methods in a process of reaching unambiguous conclusions and selecting appropriate tools is a skillset created on the basis of the author’s own academic work and may be of great help in the analyses of the related subject matter.

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