Komunikacja jako kultura uczestnictwa (w rynku). Zmiany w przestrzeni komunikacyjnej rynkowego otoczenia rolnictwa i producentów rolnych po akcesji Polski do UE
Communication as a culture of participation (in the market). Changes in the communication space of the market environment of agriculture and agricultural producers after Poland’s accession to the EU

Summary/Abstract: The article discusses the problem of obtaining information necessary for running farms by those farmers who are oriented to (concentrated on) the market. The specifics of certain features of a universal process referred to as communicating with the market are discussed: dependence between the demand for information and the scale of production; flexibility in the selection of information sources; the conditions of information exchange shaped by cultural factors of communicating entities. In the case of farmers, it seems that the context of gathering information necessary to communicate with the market is conditioned by both the need for optimalization and efficiency as well as the need for traditional social relationships. The former is understandable as Polish farms are not purely production-oriented units. They rather combine productive function with the features of a traditional family business, embedded in the social reality of the Polish countryside.

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