Education Through Advertising’s Metaphors

Author(s): Oana Barbu / Language(s): English Issue: 1/2011

The study of brand choices based on our metaphorical interpretations can lead us to consider, in a more realistic way, the construction of individuals and today's world, as well as trades and relations that undertake a range of interconnected social processes. Eventually, the extensive process of media consumption - choosing, buying, and using - of goods, could provide us with answers to important questions, like “who are the social actors?”, “what kind of rules do they follow?”, or “what are their values?”. In this sense, this paper will try to discuss the important educational role of the advertising discourse. By promoting a vision of reality, advertising assumes a social responsibility also. In a way, an advertisement educates people about the product or service being advertised, but also about the values communicated through a proposed brand identity. We will focus on the metaphorical constructions that are involved in advertising communication, the social and ideological campaigns, as well as the role of the new media tools in targeting the emotional potential of the target audience. Fallowing I. Richards’s and G. Lakoff's theory that people frequently use metaphors in their daily conversations, we advances the conclusion that metaphor is an omnipresent principle in language through which advertising is connected to us. We therefore believe that the recurrent use of metaphor in advertising communication doesn't serve the purpose of generating the surprise of the consumer public anymore, but responds to an existential need for understanding reality. Furthermore, as we will try to argue, it is mainly due to this double metaphorization of the advertising discourse that it can be understood by such diverse masses, managing to bridge socio-cultural gaps. Furthermore, we will try to encourage a reconsideration of educational methods proposing the new applications of advertising’s discourse as possible ways for better understanding of nowadays values and identities.

Impactul limbajului tehnologic asupra mediilor de comunicare

Author(s): Bogdan Raicu / Language(s): Romanian Issue: 4/2020

The following essay presents an analysis on how the implicit discourse of technological language infiltrates all domains of activity, altering the structures of consciousness through which man reads reality. Considering the perspective of Media Ecology, the research examines how the hegemony of a medium changes the final outcome of domains that should remain autonomous in their own particularities.

Humor u doba COVID-19 pandemije

Author(s): Jelena Hadžić,Marina Baralić / Language(s): English Issue: 19/2021

The research is focused on the very beginning of the COVID-19 pandemic in Croatia – March 2020. The subject of the research are humorous messages related to the pandemic. By combining quantitative and qualitative methods, this research showed how the interviewed respondents experienced the received humorous content related to the coronavirus and what content characteristics of the humorous messages were detected through the content analysis.

Od riječi do žice: Targetiranje migranata i izbjeglica kao izvora i prijenosnika zaraze COVID-19 bolesti

Author(s): Amela Delić,Selma Begić / Language(s): Croatian Issue: 19/2021

The pandemic of COVID-19 virus has reminded the public around the world that mass media are vulnerable to manipulation, especially in crisis situations.Except fake news, conspiracy theories and mass hysteria spreading in media discourse, especially migrants and refugees around the world have been targeted by media accusations and suspicions. Prejudice, stereotypes and generally very rigid and intolerant models of opinion have been transparented in relation to citizens of Asian descent, Muslims, Jews. Migrants and refugees, citizens whose “bare life” (Agamben) was placed outside the legal framework, and thus outside the framework of journalistic professionalism, were particularly negatively portrayed in the Bosnian media.Many anti-immigrant web portals In Bosnia were launched, an anti-immigrant campaign was conducted through articles that, through metaphors, bias, and logical errors, imposed desirable views of undesirable „others.” In this paper, we have analyzed fake news created about migrants and refugees as dangerous transmitters of infection, texts about migrants and refugees on portals oriented towards writing anti-migrant texts, articles of the mainstream portals in Bosnia and Herzegovina about people on the move. We used critical analysis of media discourse, analyzed metaphors which were used, logical errors and other techniques of partisan reporting.To set up the theoretical framework, we used the works of Teun van Dijk on critical discourse analysis, Georgio Agamben on sacred life and the thin line between life outside of law and death, Predrag Stojadinović’s analysis of logical errors, biased reporting techniques explained by Najil Kurtić.

Intertekstualnost i intermedijalnost internetskih medijskih sadržaja o virusu COVID-19

Author(s): Gordana Tkalec,Samanta Kocijan / Language(s): Croatian Issue: 19/2021

The media started the year 2020 with various conjectures about COVID-19 prophecies, as announced in films, novels and even the Bible. They did not even shy away from equating the consequences of the plague with the ones of COVID-19, triggering various racist and xenophobic slurs in readers’ comments. Through the aspect of intertextuality and intermediality, this paper describes the situation in the global media space during the COVID-19 pandemic. The intensive use of intertextuality and intermediality is caused by satisfying the needs of the audience to reduce the fear of the unknown and become familiar with new concepts and new situations by connecting familiar and new content. The excessive amount of unknowns that existed especially at the beginning of the pandemic had to be replaced by earlier experiences to make it easier for the audience to adopt the desired patterns of behavior. Once patterns of behavior are adopted, they begin to be used for commercial purposes as well.

Uloga informacije u suvremenoj medijskoj komunikaciji

Author(s): Vjekoslav Sekirica,Tanja Grmuša / Language(s): Croatian Issue: 19/2021

The basic purpose of this paper is to describe information as the most valuable currency of postmodern times onwards. Starting from the ground up, the media of mass delivery of information are systematically described and the problems encountered by senders and recipients of media messages are based on examples. The paper carefully defines today’s information tools, their reach to internal and external publics, media pragmatism as a motive for using these tools, but also the general characteristics of the development of global communication. Through a discussion based on secondary data, the paper describes the principles of media communication today and, as an intriguing basis, sets the problem of information dissonance in the mass media. The global socio-economic and political environment in which the media communication process takes place is also described. Special attention is paid to the rapid development of information technology, the progress of which creates a favorable environment for a great step forward in the media evolution, the accelerated use of all available options for the development of media tools and techniques and media communication strategies. Furthermore, the paper analyses the stratification of the categories of recipients of media information with regard to the degree of privilege regarding the ruling political option, geolocation, profession, position in society, and especially according to personal and local standards. From the aspect of the motive for creating a scale of privileges, the goals of mass media owners, politicians and the position of power in general, which achieves its own goals with the help of opinion makers and news placement techniques, are observed. It also analyzes the role of the audience, which has changed in the context of demands and attitudes, posing an additional challenge for media content creators. The paper structures the recipients of information in relation to technological changes that have occurred in the media communication process in relation to fast, specialized and two-way communication of the new public, with special emphasis on constant and up-to-date change of media content providers and communication strategy towards the new public. Ultimately, the work results in a summary of the current state and the development of communication in the future that supports the old allegory that the pen is stronger than the sword.

FEATURES AND COMPONENTS OF THE PARENTS AND EDUCATORS’ PSYCHOLOGICAL READINESS TO INTEGRATE WITH CHILDREN WITH SPECIAL EDUCATIONAL NEEDS

Author(s): Mariia Oliinyk,Roksolyana Vasylivna Oliinyk / Language(s): English Issue: 15/2021

The article studies the main problematic aspects of the preschool teachers and parents’ psychological readiness to inclusive education of preschool children. It is known that inclusive education creates new demands to all participants of the educational and training process in pre-school educational establishments, including parents. Preschool educators are characterized by an inadequate formation level of such readiness components for inclusion as: cognitive and emotional. It should also be noted that attitudes towards children with special educational needs are also linked to stereotypes that have already emerged, especially in relation to those children who have a more difficult form of inclusion. The problem is that the implementation of inclusive education shows a difference in understanding and expectation of the tasks facing both parents and teachers.

THE IMPORTANCE OF INTERCULTURAL COMPETENCE IN THE CONTEXT OF ACADEMIC MOBILITY. TRAINING NEEDS

Author(s): Florentina Lavinia Matei / Language(s): English Issue: 15/2021

In recent decades, intercultural competence has become increasingly appreciated by students doing international mobility internships, being seen as a response to the challenges they may encounter during such an internship.The study aims to identify learners' perceptions of intercultural competence, as well as their possible training needs in this competence, before their participation in an international mobility internship, through the Erasmus Plus program.The study data were collected by applying a questionnaire, which was administered before the students' participation in the mobility internship. The study involved 130 students, 62 male and 68 female, aged between 19 and 50 years.The data analysis indicates that students perceive intercultural competence as important for completing an internship in international academic mobility. This competence, they believe, would help them to know and understand better, but also to respect the norms, traditions and customs of the host culture. At the same time, this competence would help students in both professional and personal development. The results can be used to create a training program for students who will participate in mobility internships.

Weekendowe warsztaty naukowe jako wartość dodana w kształceniu językowym.

Author(s): Anita Buczek-Zawiła / Language(s): Polish Issue: 1/2021

Artykuł omawia potencjalne korzyści odnoszone przez uczestników periodycznych weekendowych warsztatów naukowych w zakresie dydaktyki języka angielskiego prowadzonych w ramach Małopolskiej Chmury Edukacyjnej. Poza intensywnym doskonaleniem warsztatu językowego w wybranych zakresach tematycznych, uczestnicy otrzymują pewne wartości dodane, merytoryczne oraz w ramach rozwijania umiejętności personalnych. Intensywny trening wymowy to podstawowa merytoryczna, korzyść dodatkowa, zwłaszcza, że ten aspekt języka jest zwyczajowo pomijany w szkolnej edukacji językowej. Wprowadzenie i ćwiczenie elementów samooceny, praca zespołowa oraz konstruktywna informacja zwrotna - a zatem elementy interakcyjne, bez których opanowanie języka obcego nie jest możliwe - to kolejne z omawianych wartości dodanych. O ile skuteczność instruktażu fonetycznego jest udokumentowana badaniem w oparciu o przeprowadzone testy wejścia oraz wyjścia, to już trafność autoewaluacji jest wątpliwa, co pokazuje analiza odpowiedzi uczestników. O potrzebie trenowania pozostałych umiejętności świadczą zarówno reakcje oraz zaangażowanie uczestników, jak i opinie towarzyszących im opiekunów. // The article deals with benefits in the area of instructional and learning strategies perceived by the participants of periodic weekend workshops on teaching English as part of the Małopolska Educational Cloud. As an added value, apart from the additional enriching language input, intensive pronunciation training appears to be the basic substantive element, one which is generally ignored in regular classes at school. Further, the training in elements of selfassessment, team work and constructive feedback - the interactive elements, without which it is impossible to master a foreign language forms an important part of the classes. While the effectiveness of phonetic instruction is documented by the research based on the results of preand post-tests, the accuracy of the self-evaluation is questionable, as shown by the participants' contributions. The need for and the relevance of training other skills is evident in both the reactions and the commitment of the participants as well as supported by the opinions voiced by their accompanying teachers.

Как студентите по журналистика разпознават "фалшивите новини" - изследване на критериите, прилагани от студентите, за оценка на онлайн информация

Author(s): Ralitsa Kovacheva / Language(s): Bulgarian Issue: 9/2021

The article presents the results of a study conducted with second-year journalism students at the Faculty of Journalism and Mass Communication at Sofia University "St. Kliment Ohridski" in 2020. The study aims to establish what "fake news" means according to the students. More importantly, it presents a set of criteria applied by the students to evaluate the information as "fake". The results fit into the picture outlined by some significant research projects on the topic: the sensationalist approach of the media is among the most common reasons for a news item to be defined as "fake", even when the information presented is correct; for a significant part of the students, personal opinion and even, sense of truth or untruth is a criterion for evaluating information; students stay within the specific text or website they need to assess rather than seek additional information online about the facts presented or the source itself; the accuracy of the facts appears to be the leading criterion in information`s reliability evaluation. Based on the results, we discuss the potential of journalism education and, more broadly, media literacy training to improve the young people`s skills to evaluate information in a digital environment.

Как психологията може да помогне за решаването на проблема с фалшивите новини

Author(s): Stefan Markov / Language(s): Bulgarian Issue: 10/2021

The worldwide proliferation of online fake news has attracted considerable scientific attention. Apart from this specific interest in the topic, the determination of many social actors to create mechanisms in order to limit disinformation on the Internet is also quite noticeable. The major social networks are trying to impose adequate regulations within their own platforms in an appropriate and effective way, different countries and international political unions are considering and developing legislative measures against fake news, computer algorithms are being created to recognize false content. However, all these efforts will not bring the intended result if the implemented approach is fundamentally flawed. This article is an attempt to demonstrate how contemporary achievements of psychology and cognitive sciences can inform basically almost all measures against fake news. The current scientific understanding of human behavior could be very helpful in combating online disinformation, if only the planned actions and restrictions are consistent with it.

Езиковата мода в онлайн медиите: наблюдения върху някои комуникативни практики

Author(s): Iva Ivanova / Language(s): Bulgarian Issue: 10/2021

The article analyzes the concept of language fashion as a linguocultural, sociolinguistic and linguistic phenomenon that influences the style of modern media and in particular online media. It is pointed out how some specifics of online media such as the possibility for regular updating of information, hypertextuality, multimedia presentation of information and active participation of users in creating the information flow reflect on the emergence and imposition of fashionable language patterns. Language fashion is seen as a means of manipulating information in the online environment. The summary is made that despite some specifics in the creation and assimilation of fashionable language patterns (rapid assimilation of language models; unsustainability of some language innovations; entry of language patterns from social networks; search for a balance between expression and standard), online media follow common to most media language models.

Škola u oblaku: online platforme kao posrednici obrazovanja

Author(s): Mirza Mahmutović / Language(s): Bosnian Issue: 1/2021

The paper discusses the processes of implementation of digital platforms, a special group of network media, in the filed of education. The effects of platform mechanisms on established learning concepts, especially the notion of education as a common good, are critically considered. Special attention is given to the implications of ''pandemic pedagogy'' conditioned by the appearance of the disease COVID-19 on the reconfiguration of previous practices and educational institutions. The paper points to the fruitfulness of the interdisciplinary dialogue of media studies and sociology of education in the analysis of the dynamics and transformation of modern educational systems.

Book review

Author(s): Miruna Iacob / Language(s): English Issue: 3/2021

Presa comunistă şi democratică în apărarea independenţei şi suveranităţii naţionale (1938-1940)

Author(s): Iordana Lungu / Language(s): Romanian Issue: 4/1978

Inséparablement présentes, l'indépendance et la souveraineté de la patrie, idées surgies d'un profond patriotisme révolutionnaire, traversent sans cesse, dans les années 1938—1940, les pages des journaux et des revues communistes et socialistes, par exemple : „Scînteia", „Lupta de clasă", „Lumea nouă" etc., celles d'orientation démocratique : „Reporter", „Neamul romanesc", „Semnalul", „Azi", „Lumea romănească", aussi bien que de nombreux organes locaux de presse. En constituant tous le front commun du journalisme roumain dressé contre le fascisme, ils insistaient pour le réveil des consciences, pour expliquer les conséquences économiques et politiques de rapprochement de la Roumanie ά l'Allemagne nazie, une Allemagne revancharde, agressive et guerrière. En condamnant en même temps la politique de conciliation vis vis de l'impérialisme allemand, la presse communiste et démocratique s'est prononcé conséquemment pour la sécurité internationale, pour l'alliance et la collaboration avec la France, l'Angleterre et l'Union Soviétique, avec les états formant la Petite Antante et l'Antante Balcanique, avec tous les Etats décidés à défendre la paix. La presse actionna fermement et infatigablement pour l'affirmation de la volonté et de la decision du peuple roumain pour défendre l'intégrité et l'indépendance de la patrie, leva le drapeau de la sauvegarde du pays, en animant et mobilisant les masses, toutes les forces patriotiques, antifascistes dans la lutte pour la défense de l'intégrité et de la dignité nationale.

Detecting Tabloidization of Online Media in Latvia

Author(s): Raivis Vilūns / Language(s): English Issue: 10(39)/2017

The turmoil of presidential election campaign of 2016 echoed around the world. The coverage of it spread far and wide. Even local and regional media started to follow the campaign that Americans themselves describe as divisive and unprecedented. Most likely it happened thanks to the personality of Republican Party candidate Donald J. Trump, a businessman and a television star. His personality, populist campaign and many scandals that followed him caught the attention of the world media. The scandalous news that came out of the campaign in the last few months became an interesting media tabloidization study ground. This paper talks about detecting and describing the key elements of tabloidization. Although Latvian online news sites have been running for almost two decades, there has not been an in-depth research on tabloidization of online media. Therefore, methods which could be used to identify the tabloidization of media content have not been developed yet. By using content analysis this study tries to set a base for further research on online media tabloidization and draws the attention to Latvian commercial news portals – TVNET, Delfi, Apollo and public media website Lsm.lv and the news they produced and republished concerning US presidential campaign in 2016. Findings show two major aspects – firstly, even though there is quite a lot of information about the campaign published on those media sites, this information is mostly republished from news agencies, secondly, the study has revealed that there are some indicators of tabloidization to be found in the Latvian news websites.

Accessibility of TV programs to persons with disabilities

Author(s): Tatjana T. Ćitić / Language(s): English,Serbian Issue: 3/2021

The most modern media systems in television program production and placement have the obligation of ensuring program accessibility to persons with disabilities. While in some countries this obligation is defined through a certain minimum of adapted content, in Serbia there is a set of media laws only indicating the necessity of care for persons with difficulty in following the television program. The basic thesis of this paper is how program accessibility, and thus increased social inclusion through media content, may be improved through the development and greater presence of the existing services (subtitle, sign language, audio-description), as well as through the introduction of new services, based on the capacities offered by digital technology and application of artificial intelligence in content production and placement. The statistics shows that at least one in eighteen persons in Serbia has difficulty in following TV program due to vision or hearing impairment and therefore, in the absence of the tools ensuring accessibility, these persons are unable to get information, education and entertainment from the television program.

Telewizyjne orędzie do narodu jako narzędzie komunikacji kryzysowej

Author(s): Rafał Mazur / Language(s): Polish Issue: 31/2021

Since the coronavirus pandemic began, the institutions of the Polish state have been using various communication methods to minimise the potential impact of the crisis. Such methods include press conferences, social campaigns, and messages broadcast on TV and in the Internet. In addition, the most important people in the country (the President of the Republic of Poland, the Speaker of the Sejm and the Speaker of the Senate) have decided to use their right to speak to the nation in the form of TV addresses. The aim of this article is to analyse the rhetorical and argumentative layer of these speeches, and to describe the most important persuasive strategies used by the politicians to mitigate the negative effects of the crisis of the image of the country.

‘PURE EVIL!’

Author(s): David Erland Isaksen,Tamari Dolidze / Language(s): English Issue: 14/2021

The article concerns the impact framing by devil terms in social media has on democratic deliberation. Daniel Kahneman and Richard Weaver have shown how terms with powerful emotional connections, what Weaver calls god-terms and devil-terms, give the readers/audience cues as to how to react to any given situation. We have applied this theoretical framework to discourses in communities supportive of Donald Trump’s election fraud narrative. Our results show how powerful framing terms were used in order to convince supporters that they faced existential threat from a de-facto coup perpetrated by a powerful and evil elite. We also discuss how such strategies may be countered in order to preserve democracies.

APPROACHES TO HATE SPEECH IN CYBERSPACE

Author(s): Lavinia Suciu,Muguraș MOCOFAN / Language(s): English Issue: 14/2021

The new communication technologies, which are in constant evolution, overwhelm the current communication interaction, from the enunciation level and the overlapping of interactive roles to the multi-modality of the message and the proliferation of forms of representation and signification. This is the context in which researchers' concerns focus not only on the changes in communication but also on the new trends in its evolution. At this level, we include the study of verbal and non-verbal behaviours, the ways of conceptualization and of alternative representation of content. From this perspective, the present paper focuses on analysing the results of a project aimed at creating an education campaign on intolerance in the cyberspace that was conducted by first year students at the master's degree specialization Communication, public relations and digital media. The articles reflect the students’ attitude towards the phenomenon known as cyberbullying, they are targeted at young people and are transmitted in the digital environment. Our study proposes a metadiscursive analysis of the 47 papers, aiming at revealing the way in which students build and transmit a message about a serious problem that is currently taking place in the digital environment. The approach taken allowed us to identify certain particularities in the communication of the young people, and, as a result, some benchmarks can be drawn regarding the achievement of the desired effect in the communication targeted at the youth.