Komunikačná stratégia v Lichardovej publicistike
The Communication Strategy in Daniel Lichard’s Publicistic Work

Summary/Abstract: Daniel Lichard (1812 – 1882) is considered the first Slovak professional publicist and his publicistic work, together with preaching texts, is a part of our cultural history. The fact that his work is not recognized within Slovak readers’ community including students is, according to us, also a didactic and epistemic problem. That’s why we focus on a research of readers’ category and on building up a communication model in Lichard’s work in this study. We included identification of persuasive means and automyth in specific publicistic texts into this analysis. This is how we want to point out the quality of Lichard’s work; by analysing texts about Lichard we’re trying to reveal failure or potential biographic myths about him. We integrate our study into research of reader’s and epistemic competency, didactics of media education and reception of media overall.

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