Deontologiczna perspektywa badań medioznawczych wizerunku polityków
Deontological perspective of media research of politicians’ image

Summary/Abstract: This article is an attempt to look at media research of politicians’ image. The first part deals withtwo basic deontological principles: truth and objectivism principles. These are basic ethical criteria ofresearch which is meant to adequately describe a political actor and his political activity presented inthe media. The research on the implementation of objectivism and truth principles verification of potentialdifferences between media message and reality. This message concerns the methods of perception,description and relating by mass media the information about a given politician and his views.The author presents some theoretical considerations about methodological tools which checkhow journalists or more widely media workers, who participate in the political communication processes,implement truth and objectivism principles. In order to reach this objective it is necessary tounderstand correctly the principles of truth and objectivism which are presented in this article. It must be remembered that media coverage should mirror the reality, existing situation and it should notpromote such message as politicians desire or which will be similar to a journalist’s personal worldview. The second part of the text is the reflection on the meaning and possible limitation of criticaldiscourse application analysis in media research of politicians’ images. Critical discourse applicationin a new research approach which offers a new research perspective in creation and reception of mediaimage. This publication is an attempt to complement existing theoretical concepts connected with mediacontents research and political communication processes analysis from a deontological perspective.

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