Personalizacja jako efekt mediatyzacj i polityki
Personalisation as a result of the mediatisation of politics

Summary/Abstract: For over a dozen years, the attention of researchers has been focused on the mediatisation of politics and the implications of this process. The fundamental, and very general question emerging in the reflections on mediatisation concerns the issue of how and to what extent the contemporary media are changing politics. Personalisation is considered to be one of the main features of contemporary mediatised politics. This paper aims to identify the relations between the mediatisation of politics and its personalisation, and the consequences of these relations for political communication, as well as for the practice of political activities. The ambiguity of the category of personalisation requires detailed discussion, therefore the paper presents the basic the- oretical approaches to this category.

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