Local portals — the future of media communication at the local level Cover Image

Lokalne portale internetowe — przyszłość komunikowania medialnego na poziomie lokalnym
Local portals — the future of media communication at the local level

Author(s): Monika Kornacka‑Grzonka
Subject(s): Communication studies
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: local websites; Cieszyn Silesia; local communication; local media.

Summary/Abstract: Nowadays we are in a transition stage, where local traditional media are balancedby the structure of the new media (especially their exemplification in the form of local web portals). However, local portals are developed more and more dynamically and in the near future may start prevail in local media markets. In this article author attempt to describe and analyze local portals and their current situation as an example of Cieszyn Silesia — a region where the use of local media has a long and firmly‑rooted tradition. It was found that the local portals are steady and well developed also they are representing different typological groups. Relations between local press, which is the primary local media, and local portals are characterized by continuously increasing competition. Local portals do not fully utilize the potential and opportunities offered by the internet as a medium, but despite its numerous shortcomings they are on the way to overtake traditional media in the area of local communication.

  • Issue Year: 2017
  • Issue No: 18
  • Page Range: 275-293
  • Page Count: 19
  • Language: Polish