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METAFORA MEDICALĂ ÎN MASS MEDIA DIN ROMÂNIA

METAFORA MEDICALĂ ÎN MASS MEDIA DIN ROMÂNIA

Author(s): Aura Gherguț / Language(s): English Issue: 2/2012

The purpose of this paper is to present an analysis of medical metaphors discovered in Romanian newspapers, starting from a referential book on conceptual metaphors, written by linguists George Lakoff and Mark Johnson. Journalistic metaphors stand out through a different function from the classical one, but nevertheless essential in the journalistic language: it is a means of emphasizing the message. Medical metaphors are a constant presence in the journalistic style and have a powerful impact on readers; however, their use in mass-media has often been put under doubt.

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(Nie)topika Zagłady w NN „Opowieściach zasłyszanych”

(Nie)topika Zagłady w NN „Opowieściach zasłyszanych”

Author(s): Katarzyna Kuczyńska-Koschany / Language(s): Polish Issue: 2/2016

The article is a twofold attempt: at re‑reading the category of a topos after the Shoah and at interpreting the particular record of the oral history in the context of the liminal metamorphoses the notion of the topoi – crucial in European culture and literature – has undergone. In the first part of the text, the author recapitulates the studies on the aforementioned category – from Aristoteles to the twentieth century scholars (Curtius, Lausberg, Ziomek, Abramowska, Panas); in the second part, she tries to apply it in interpretative practice.

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INTERNET ET DIDACTIQUE DU FRANÇAIS LANGUE ETRANGÈRE

INTERNET ET DIDACTIQUE DU FRANÇAIS LANGUE ETRANGÈRE

Author(s): Bianca Geman / Language(s): French Issue: 1/2012

The importance of the Internet in teaching foreign languages in today’s language teaching settings becomes more and more. The role of this media becomes more important by helping students to practice their language skills as well as becoming familiar with the culture of the language community, especially when there is no immediate access to the native speakers. Internet is one of the most recent and advanced tools in education which has been provided to the education environment by the advance of technology. Although there are some downsides to having access to the Internet for students and learners, it can be a good source and tool in delivering education.

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Dijalog religijskih različitosti kao osnova suživota među nacionalnim zajednicama u Bosni i Hercegovini

Dijalog religijskih različitosti kao osnova suživota među nacionalnim zajednicama u Bosni i Hercegovini

Author(s): Mensur Husić / Language(s): Bosnian Issue: 1/2013

Bosnia and Herzegovina is a multilateral society and country. The Multilateral content of its population can be traced back to the early medieval centuries, and it was triggered by the meeting of different world civilizations, cultures and religions on its land. The social fractioning and antagonism that are present today in BH society and which slow down the development of our society and the country in all the possible spheres have been caused by the war happenings. The ethno-territorial model of the organization of the country does not match the historical spirit of Bosnia and Herzegovina. In Bosnia and Herzegovina, there have never existed mutually separated and distanced cultures whose diversity demanded a compromise. The coexistence of the ethnic communities in Bosnia and Herzegovina has many centuries long tradition, which needs to be reaffirmed in order to overcome the existing ethnic distances, mainly caused by the influences from outside of Bosnia and Herzegovina. The role of religious communities, which have cherished the tradition of coexistence for centuries, is a very important condition for affirmation of the coexistence after the previous war happenings. In the BH society, which is multi- cultural, multi- religious and multi- national in its nature, religious communities have the greatest responsibility in the spiritual upbringing of their followers and guiding them to be tolerant of the followers of other religions. The axiom of altruism, which is present in the teachings of all monotheistic religions, demands from their followers not to do to others that which we do not want them to do to us. The interreligious dialogue is a part of the dialogue between civilizations. The interreligious dialogue is a form of dialogue that is immanent within a man as a human being. The monotheistic religions have always been for the interreligious dialogue and the coexistence of civilizations.

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Sprawozdanie z ogólnopolskiej konferencji naukowej „Małe języki Europy”, Wrocław, 23 maja 2016 r.

Sprawozdanie z ogólnopolskiej konferencji naukowej „Małe języki Europy”, Wrocław, 23 maja 2016 r.

Author(s): Agnieszka Kołodziej,Tomasz Piasecki / Language(s): Polish Issue: 10/2016

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Gabriela Olchowa, Mieczysław Balowski (eds), Języki słowiańskie w procesie przemian, Banská Bystrica 2015
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Gabriela Olchowa, Mieczysław Balowski (eds), Języki słowiańskie w procesie przemian, Banská Bystrica 2015

Author(s): Monika Biesaga / Language(s): Polish Issue: 10/2016

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Warsztaty dialektologiczne i konferencja „Dialog pokoleń”, Augustów, 1–6 sierpnia 2016 r.

Warsztaty dialektologiczne i konferencja „Dialog pokoleń”, Augustów, 1–6 sierpnia 2016 r.

Author(s): Maria Asman / Language(s): Polish Issue: 01/2017

A Conference Report

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Exemplification in academic discourse structure

Exemplification in academic discourse structure

Author(s): Ewa Kucelman / Language(s): English Issue: 2/2016

The study examines the role that exemplification plays in academic discourse. As the latest approaches emphasize, discourse is an interaction activity involving as participants both the writer and the reader. In order to ensure the proper understanding of his/her message, writers make use of different discourse strategies such as reformulation, specification, generalization or elaboration. We focus on how exemplification, viewed as the satellite, contributes to the better recognition of the subject matter, which is understood as the nucleus. In the first two sections of the study, we present an overview of discourse relations which call for the use of constructions applied in exemplification. The second part, which is based on the linguistic material obtained from a close scrutiny of two classic articles from the field of linguistics and one linguistic textbook, is devoted to the description of how exemplification contributes to specification and elaboration. We try to find and describe the specific relations, for example set-member, whole-part, process-step and object-attribute which hold between the nucleus and the satellite. Finally, we attempt at listing discourse areas which call for exemplification. The study illustrates that what are known as separate discourse relations are in fact closely related.

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Practice of propaganda on Korean peninsula (1945-1960)

Author(s): Olexii Zhyvora / Language(s): English Issue: 1/2016

The topic of propaganda, which was thought to be a part of the Cold War past, was recently revived by modern and rather successful application in Georgian, Syrian and Ukrainian conflicts. In this regard Korean Peninsula is a perfect example of prolonged use of mutual practice of indoctrination to study its origins. This article discuses the evolution of propaganda use by both Democratic People’s Republic of Korea and Republic of Korea (1945-1960) in cultural, economic and political dimensions. Qualitative text analysis and case study in conjunction with theoretical framework of A. E. Cassirer, S. Langer, E. Barneys and W. Lippmann are used to establish techniques used, and to explain its overall success.

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Modern literature after the 1960s in Korea

Author(s): LI Sanggum / Language(s): English Issue: 1/2016

Since the beginning of the 1990s in Korea, the category and definition of new generation literature have become the topic of heated debate. One may understand this tendency as ‘generation severance’, ‘alienation between social classes’, or the ‘consumption oriented culture of the masses’. Here, we call the literary youth born in approximately 1960 ‘the new generation’. In literature, the new generation refers to the appearance of a new culture and way of thinking. This generation passed their childhood in the 1970s and faced no such great difficulties as their parents combating poverty. However, they grew up under the indirect influence of a dark political outlook and suppression. Generally, they have a great affection for the culture produced by mass media. If we compare their development process with the literary stream in Korea, the 1960s could be defined as the era of literature for independence and strong self-awareness, the 1970s as the era for people, the 1980s as the era for the rights or emancipation of labor, and the 1990s as the era of new generation literature. Meanwhile, the appearance of the ‘Korean Wave’, or so-called ‘Hallyu’, has become one of the most beloved popular cultural phenomena both in Asia and in other countries since the late 1990s.

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Всё путём: текстильная путиниана как контекстуально обусловленный продукт

Всё путём: текстильная путиниана как контекстуально обусловленный продукт

Author(s): Żanna Sładkiewicz / Language(s): Russian Issue: 156/2016

The paper deals with the notion of context and its typology. The author analyzes modern prints on T-shirts representing Vladimir Putin as the product conditioned by the current socio-political context. The article presents the linguistic and rhetorical methods as well as graphical representation of the image of the President of Russia in the phatic genre of public communication, which is print on clothes.

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Wizerunek prezydenta Władimira Putina na portalach społecznościowych (na przykładzie Facebooka)

Wizerunek prezydenta Władimira Putina na portalach społecznościowych (na przykładzie Facebooka)

Author(s): Urszula Patocka-Sigłowy / Language(s): Polish Issue: 156/2016

The President Vladimir Putin has been the leader of Russian popularity rankings for years. His strong position in the international arena is emphasised by a number of awards granted by foreign magazines. The number of Facebook pages devoted to that famous politician confirms his phenomenal position in social media. This article focuses on the analysis of the Facebook image of Vladimir Putin.

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Интернет-мемы как репрезентанты медиаконцепта (к вопросу о методике анализа медиаобраза)

Интернет-мемы как репрезентанты медиаконцепта (к вопросу о методике анализа медиаобраза)

Author(s): Ansatasija Belovodskaja / Language(s): Russian Issue: 156/2016

The article focuses on the description of the mechanisms, which help create a media image. It also suggests the methodology of the analysis, based on a wide understanding of the term, what assumes the inclusion into the corpus of analyzed material texts created by professionals as well as emerged spontaneously comprise the corpus of the material under the analysis. Here Internet memes, which have acquired the status of the main structural unit of media space in the contemporary studies, are the main subject of the research. Herewith the corpus of Internet memes, representing image, are viewed as an unified hypertext, that allows both to highlight and depict various aspects of the media image represented as well as to understand the structural principles of the corresponding media concepts and uncover their relation to other fragments of the collective cognitive space.

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WHO IS „GENERATION C“ AND THE WAY BANKS COMMUNICATE WITH IT

WHO IS „GENERATION C“ AND THE WAY BANKS COMMUNICATE WITH IT

Author(s): Igor Piatrov,Alena Kusá / Language(s): English Issue: 1/1/2016

The progress of digital technologies and in separable growth of digital life style of the population have provided the platform for a new segment of consumers who are defined not by the year of birth but merely by their approach to digital technologies and the Internet. Thus, from all generation cohorts we have recognised until these days, a certain type of cross-section generation is being formed. Members of this generation are characterised by identical psychographic behaviour – they are constantly online. The Internet and digital technologies are part and parcel of their everyday life. They both receive and forward information instantly. As far as marketing is concerned, this up-cominggroup of consumers presents a highly attractive and easily targeted segment. Due to the fact that the online space offers enormous amount of information, marketing is facing an important challenge, which is to find the most effective way of targeting and addressing the segment within the environment bursting with information.

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DETERMINING THE BRAND PERSONALITY OF NIKE IN SLOVAKIA

DETERMINING THE BRAND PERSONALITY OF NIKE IN SLOVAKIA

Author(s): Lucia Vilčeková / Language(s): English Issue: 1/1/2016

Brand personality is defined as human characteristics projected into a brand. This construct has multiple uses in marketing - brand personality can diverse the brand from other brands, it create spositive brand equity and can be used as a strong basis for marketing communication. The concept of brand personality originated in human psychology. Because of the differences in personalities within cultures, there has been a need to examine the brand personality construct from an international perspective. The purpose of this paper is to describe the personality of the brand Nike from the perspective of Slovak consumers. An online survey with a sample of 229 Slovak consumers was carried out with the main goal to describe Nike as a person, characterize the friends of the brand and suggest hobbies of the brand. Slovaks see the brand as an active man, a winner and a sportsman. His hobbies are all kinds of sports, and fashion and he is very health-conscious. His friends are also very active, attractive and young. It is in accordance with the overall image of the brand communicated worldwide no major differences in brand image and brand perception were found.

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DIGITAL BRANDING OF REGIONAL WINE COMPANIES IN SLOVAKIA, CZECH REPUBLIC AND GERMANY

DIGITAL BRANDING OF REGIONAL WINE COMPANIES IN SLOVAKIA, CZECH REPUBLIC AND GERMANY

Author(s): Lucia Coskun,Branislav Mišota,Milan Čáky,Eduard Hyránek / Language(s): English Issue: 1/1/2016

Regional branding plays a significant role in wine industry. The purpose of this study was to analyze how regional wine companies in three European Union countries proceed when building a brand in a digital world. A sample of wine companies from Slovakia, Czech Republic and Germany was analyzed. In each of the selected three categories (Website features, Social media portfolio and Communication/ Content Strategy) such attributes were chosen that made an evaluation possible when expressed asa binary value. Results in the category of Website features show that 3 of 22 selected Slovak wine companies do not use in 2016 an own website. Slovak as well as Czech regional wine companies underestimate the importance of having an own website optimized for mobile devices or to use responsive web design. Activities of Slovak wine companies were insufficient for establishing and building relationships with customers through story telling. Slovak wine companies achieved the worst results compared to Czech and German wine companies when creating a regional brand.

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REGIONAL PRODUCT LABELLING SYSTEM ZNOJEMSKO REGIONÁLNÍ PRODUKT FROM THE POINT OF CONSUMER BEHAVIOUR´S VIEW

REGIONAL PRODUCT LABELLING SYSTEM ZNOJEMSKO REGIONÁLNÍ PRODUKT FROM THE POINT OF CONSUMER BEHAVIOUR´S VIEW

Author(s): Stanislav Rojík,Martina Chalupová,Martin Prokop,Lenka Kauerová,Ladislav Pilař / Language(s): English Issue: 1/1/2016

The article is focused on regional labelling systems from the point of consumer behaviour´s view. Nowadays, regional product labelling is a tool being used worldwide, mainly by the food, helping to make a food production of small and middle-sized regional and local producers and farmers more visible among the consumers. Regional labelling systems are the most often coordinated by non-profit organizations and regional municipalities. This article is focused on the basic association connected with the brand Znojemsko Regionální produkt [Regional product Znojemsko] among consumers. At the time of the research realization, this brand was the youngest regional brand (RB) coordinated by Asociace regionálních značek [Association of Regional Brands] (ARB). The research was provided at the turn of the years 2014 and 2015; 450 respondents of the Czech Republic, South-Moravian region participated in it. The results presented in this article are the partial results of this research and are presented in connection to the selected socio-demographical parameters – the highest education, gender, age and family income. The results show that the respondents with higher income are aware of the regional brand the most. As for the rest of parameters, only small differences among categories of respondents were found.

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MARKETING COMMUNICATION OF ECO-INNOVATIONS AND THEIR IMPACT ON REGIONAL DEVELOPMENT

MARKETING COMMUNICATION OF ECO-INNOVATIONS AND THEIR IMPACT ON REGIONAL DEVELOPMENT

Author(s): Anna Zaušková,Lukáš Grib / Language(s): English Issue: 1/1/2016

Innovative solutions are considered to bring about positive changes to businesses, mainly when it comes to those solutions improving production processes, reducing environmental impact or communicating corporate social responsibility. Eco-innovations seems to be a key to an un favourable situation in all fields of business. However, they have to be supported by appropriate marketing communication targeting consumers in a right way, enhancing their ecological awareness and motivating them to purchase eco-friendly products. The paper deals with the topic of eco-innovations and their promotion by way of marketing communication tools. Attention will also be paid to impactof eco-innovations on regional development. The paper also points to the results of two survey carried out in the segment of small and medium-sized enterprises (SMEs) in the Slovak business environment.

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Snowdeni skandaali kujutamine eesti meedias: hirmu ja ohtude konstrueerimine

Snowdeni skandaali kujutamine eesti meedias: hirmu ja ohtude konstrueerimine

Author(s): Mari-Liis Madisson / Language(s): Estonian Issue: 13/2016

This study concentrates on the discourse of e-Estonia, which is one of the most significant cornerstones of contemporary Estonian identity. The discourse of e-Estonia is articulated in Estonian official selfdescriptions, but it also has an important role in the self-understanding of various peripheral spheres. The aim of this article is to explain how the leakages concerning details of the top secret United States government mass surveillance program PRISM were contextualised in various dimensions of the Estonian public informational sphere and how it was related to techno-optimistic identity-discourse. The analysis indicates that the reflection of Snowden’s leaks is dominated by a discourse of fear which connects PRISM to instant threats but also to more abstract dangers. I outline three dominant subtypes of that discourse: (1) Phobophobia – the fear of fear, (2) the fear that surveillance technology may directly cause harm to a) global democracy and/or b) the human rights of individual citizens, and (3) the fear that PRISM is a sign of NWO conspiracy. PRISM’s reception demonstrates that in many aspects, the techno-utopian sphere of meaning is inverted and replaced with a dystopian one. Perceiving the significance of the social impacts of information and communication technologies remains relatively constant in both cases, but the positive charge of meaning is transformed into a negative one. For example, the important keywords of the e-success story (e.g., NATO Cooperative Cyber Defence Centre, e-healthcare system, paper-free bureaucracy) start to signify hidden danger. The constituent topics of the discourse of e-democracy (e.g., horizontal power-relations, freedom of expression and transparent governing) are, in many cases, replaced with the images that are familiar from the description of totalitarian regimes or NWO conspiracy theories.

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Глобалне комуникације и светско друштво: Проблем легитимацијског дефицита

Author(s): Milorad Đurić / Language(s): Serbian Issue: 2/2016

In this paper we analyzed the thematization of the world as a world society. Our premise is that, thanks to global communications, the world has become a single social field, that the world of living now has become the life of the world. In fact, modern societies are constituted as a relatively closed, self-referential systems, in which the world of lives framed by borders of nation states. Intensification and extensifi cation communication process relativized the border this closed system, creating the possibility for establishing a world society. However, the political (infra) structure remains fixed on the old forms lags behind this change, thus creating a deficit of legitimacy in the political field. Old forms based on the idea of society as a completely separate system. In this sense, the concept of society is, of course, the most complex concept that we inherited from a social and philosophical theories of the eighteenth, nineteenth and twentieth centuries. Minimal definition of this term, we have based on the Parsons’ criteria (and he is, in fact, relies on Aristotle) according to which the society is one type of social system, which achieves the highest degree of self-sufficiency in relation to their environment. The society is limited, self-enclosed, self-referential and self-sufficient system. The operations of closing the society withdraws the border in relation to their environment, becoming the exclusive area of social experience, the whole area of social world of life. These are processes that are in the nineteenth and the greater part of the twentieth century produced the nation-state, i.e., specific societies that are in the process of self-describing his own identity relied on gathering point in the relationship between society and the state. This social self-description is based on reflexive appropriation of cultural traditions and products strongly integrated community, self-sufficient social totality, with very us-them perspective. Although, this differentiation is not absolute, but relative: it represents the correlation of self-perception, which introduces differences in reality and only in the framework of meaningful boundaries established by communication. According to Niklas Luhmann it is logical, because the basic process of social systems in which these systems are composed in such circumstances may be only communication. However, if the process of communication universal constituent elements of any social system, the basic question is what lies in changing the types of social systems. The only possible answer is – changing ways of producing communications. Technological revolution in the way of conveying information inevitably, as a consequence, have social and political change. In this sense, global communication establishes world society, and world society produces the world’s problems. New problems are strongly influenced by the place and the role of the nation-state. Nation-states are no longer able to be the exclusive control of social relations within its borders, nor are they able to “protect” its citizens from the effects of processes that occur outside their borders. It resulted in changing the level at which these problems are solved. It is a kind of “unburdening” normative centers, i.e., in concurring or non-concurring delegation of conflicts and problems at a supranational level. Still, the problems are not resolved in this way completely, since the over-national level does not possess its own political system, but is composed of fragmented organizations, regimes and informal associations and groups. This is not about, then, “inhabit” trans-national organizations. Trans-national organizations in the sphere of politics, law, security, social security and economics are compelling indicator of the situation in which the nation states become less operators and more objects within the globalization process. The absence of normative foundation of inevitably produces a deficit of legitimacy. The deficit of legitimacy, then, produces situations where the operation of trans-national organizations were less likely to be expressions of the reproduction of any order, and more as conducting its own action programs. It is therefore necessary to see the problem from the perspective of the world horizon. Simple: world society requires a world government. It is not a matter of choice, but an imperative of the future. From the perspective of the world horizon, the only way to global processes to be democratic is that democracy to be globalized.

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