Media. Między misją rzecznictwem interesów
The media. Between the public remit and protecting interests

Summary/Abstract: The printed press has the overt ambition to occupy a significant position in politics, making itself the fourth estate. This ambition is served by tools of social engineering, marketing, and PR. Their purpose is to make the position of the media particularly prominent in the social sphere. The press does not hesitate to enter the domain of various groups’ interests. The „Rzeczpospolita” and „Gazeta Wyborcza” dailies have undertaken a variety of projects to protect their (publisher’s) position on the market, resorting to tools that are typical of the protection of interests. Depending on the situation, they have applied persuasion, used social relations, sought to influence decision-making processes, and formed coalitions to strengthen the pressure they can apply. To accomplish their particular interests they have involved public opinion and international bodies, presenting the intentions and actions of state authorities in a negative light, different from the actual picture. They have not shunned manipulation, threats and even blackmail, ultimately resorting to open confrontation. This aspect of media functioning usually goes unnoticed. Researchers have mainly focused on the cultural functions of the press, as well as the role of a political actor vested in the fourth estate. The cases analyzed in this paper are an attempt to fill a gap in the academic literature.

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