Co badacz może zrobić z tekstem medialnym? Spojrzenie mediolingwistyczne
What can a researcher do with a media text? A media-linguistic perspective

Summary/Abstract: The aim of this article is to present selected research perspectives on qualitative mediatext analysis. The author proposes two research trajectories - with focus on genre and on discourseanalysis – which offer several avenues for insight into the journalistic text and its contexts(multimodal, compositional and stylistic analyses as well as the analysis of genre awareness andassociated texts that constitute a response to the main text). For the analysis, the author choseMariusz Szczygieł’s journalist report entitled Śliczny i posłuszny [Cute and Obedient], treatingit as a text with multiple dialogical layers. She also named Szczygieł’s report a ‘text-load’ as itinitiated a web of new texts, its own discourse and it resulted in social changes. The article provides methodological guidelines on how to utilise qualitative text research to investigate the media, their mode of operation and the sender-receiver framework.

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