Indygenizacja treści współczesnych przekazów medialnych
Indigenisation of the content of contemporary mass media message

Summary/Abstract: The nature of the mass media functioning in the contemporary culture provides new researchopportunities for a cultural anthropologist: the analysis of the message content indigenisationprocess. Drawing on the writings of Arjun Appadurai, the author speaks about indigenisationand not “localisation”, so as not to associate this phenomenon with a specific spatial location,but to put the emphasis on the locality as an indispensable element of human life. Theauthor analyses the process of the “production of locality” under the influence of the massmedia. The audience gives meaning to global content by “reducing” it to a comprehensible,“familiar” image of the world; thus, this content differs locally. As the result of indigenisation,the audience share not only the same information but also imagination. The activity of theaudience, which maintains sustained communication interaction with the mass media andamong audience participants, as well as the culture space making it possible to “createmeanings” of approved content, determine the necessity to regularly “sustain” the processof the “production” of locality, and thus to ensure durability of a specific audience. Thereby,new phenomena emerge in the culture: the “production” of locality leads to the emergenceof virtual neighbourhoods, and the fan type prevails in the reception of the content ofcontemporary mass media messages.

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