Dziennikarstwo i public relations. Równowaga sił w ekonomice zainteresowania publiczności
JOURNALISM AND PR. BALANCE OF POWER IN ATTENTION ECONOMY

Summary/Abstract: Observed since the early 80s, the trend of the public relations industry increasingly affecting and even dominating journalism, has strengthened. Today, we speak of the new quality of information, linking content and journalism. This is reflected in an ever increasing number of media publications, inspired by entities specializing in communication manage- -ment, which are brought to the customer without going through traditional means of media. This paper is an examination of the interactions of journalism and public relations at the time when the global economy was in the phase of the dominant trading of intangible goods. One of the crucial assets in this category is the attention of the mass audience, representing a key category in the, so-called, attention economy, popularized by Thomas Davenport at the beginning of the century. The author of the study determines that, despite unfavorable market trends in journalism, there is a relative balance between the two areas of communication. This is caused by the economic factors and the fact that journalism can not function without public relations The study analyzes the impact and interaction taking place between journalists and experts. The purpose of this study was to explain how the described entities get close to each caused because of economic reasons. However, the crucial factor of the convergence are the requirements of the market. The communication partners follow specific rules, which have been described in the text. This paper presents the various aspects of the relations between partners of this type of social communication. Regarding to the historical facts, the study refers most importantly to the market perspective.

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