K zverejňovaniu výsledkov mediálneho výskumu
On the Publishing of Media Research Results

Summary/Abstract: The paper deals with publishing media research results in print media. It is aimed at basic principles of sociological research practice (precision, exactitude, objectivity, systematic thinking, effectivity for society). It is also aimed at ethical principles in publishing the research results. Being aware of these principles, journalists are able to transform research results into journalists’ texts in correct, undistorted, and understandable ways. In order to develop journalistic professional competencies in understanding media research objects, the paper brings the information on the audience research. Understanding the audience is of growing importance, particularly in current world when media change the audience into market merchandise that is next sold to advertising industry.

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