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Current Issues in the Slovak Mass Media

by Veronika Cillingová (Author) Eva Bútorová (Author) Dáša Nováčiková (Author) Jitka Rožňová (Author)
Monographs 110 Pages

Summary

The book deals with the problems of media communication and its formation in the Slovak Republic in and after 1993. It focuses on the social function of the media in the sense of journalistic communication. The authors also address the problems of gender stereotypes presented through social networks and advertising in all kinds of media in Slovakia and abroad. This book also explores the question of forming a theoretical basis for the creation of mass media communication (print media, film, photography, literature, works in marketing communication, books). This book does not elaborate on all problems of the mass media in the Slovak Republic, but it attempts to examine the key issues.

Table Of Content

  • Cover
  • Title Page
  • Copyright Page
  • Dedication Page
  • About the author
  • About the book
  • Citability of the eBook
  • Contents
  • Introduction
  • 1 The Issue of Gender Stereotypization in Commercial as Mass Media
  • 1.1 Stereotypization in the Process of Opinion Forming
  • 1.2 Linguistic Instrumentarium of Gender (In)equality
  • 1.3 Gender Stereotypization and (In)equality – Medial or Social Construct?
  • 1.4 Tematization of Gender Issue
  • 2 The Issue of Syncretism of Mass Media and Artistic Communication
  • 2.1 Conditions for Syncretism of Mass Media and Artistic Communication
  • 2.2 Fine Arts in Advertising
  • 2.3 Photography in Advertisement
  • 2.4 Film in Advertising – Advertising in Film
  • 2.5 Usage of Art in Advertising
  • 3 Issues of Analytical Journalism in the Magazine Romboid
  • 3.1 Forming of Journalism in the Romboid Magazine from 1966 to 1989
  • 3.2 Journalistic Genres in Romboid after 1989
  • 3.3 Reviews as Dominant Element of Content Focus of the Magazine
  • 3.4 Discussions and Polemics as a Part of Journalism of Rational Type
  • 3.5 Journalistic Interview as Part of Genre Conception of Romboid
  • 3.6 Analytical Journalism in the Magazine Romboid
  • 4 Issues of Journalistic Genres in Slovak Print Media
  • 4.1 Theories Influencing Application of Journalistic Genres in Slovak Print Media
  • 4.1.1 Issues of Current Theories of Journalistic Genres Applied in Slovak Print Media
  • 4.2 Methodology of Analysis of Current Condition of Theory of Journalistic Genres in Slovak Print Media
  • 4.3 Identification of Analysis/Dissection in Slovak Print Media
  • 4.3.1 Comparison of the Way of Identification of Dissection and Analysis in Slovak Print Media
  • 4.4 Traditional versus New Theory of Slovak Journalistic Genres
  • Conclusion
  • List of Figures
  • List of Tables
  • Bibliography
  • About the Authors

Introduction

There have been many significant changes in the field of mass media communication in the area of the Slovak Republic over the past 20 years. The changes are closely related to the development of political-social situation in Slovakia in the 90s of the 20th century and subsequently at the turn of the millennium. One of the most significant determinants of forming of mass media environment in Slovakia is the establishment of the independent Slovak Republic in 1993 following a non-violent split from the Czech Republic from their common state that was continuously functioning for more than 40 years. The establishment of the Slovak Republic was not only a change in the form of existence of the independent state but the change of political regime in the country as well. The republic characterized by its own attribute as “socialist1 changed into “democratic” what was declared in its constitution. Although this change formally happened in a relatively short period, it actually took much longer time. Regarding this connection, various questions and issues related to the change of mass media system of the country may be seen as well as the independent course of communication through the means of mass media. These are the questions such as the way of communication as well as issues concerning the formation of cultural framework of mass media in Slovakia or obstacles related to the penetration of private entrepreneurship into media production connected to commercialization or tabloidization of media. This situation was one of the reasons for the creation of the submitted monograph Current Issues of Mass Media in Slovakia. Its aim was to draw attention to some of the issues that resulted from continuous formation of mass media sphere in Slovakia. The monograph does not solve these problems; however, its authors attempted to point out at the possible steps that might be taken to eliminate, respectively, to inform about similar cases from abroad especially from liberal-democratic countries where the tradition of such attitude towards mass media communication has been formed for a longer period of time compared to the “young” Slovak Republic.

The monograph consists of four chapters where its authors deal with issues of production of mass media discourses from various aspects. Focus of chapters is not based on fundamental classification of mass media means, but it is based on their technological characteristic on the line print-radio-television-Internet and does not specialize in spheres from the aspect of the aim of communication in terms of marketing communication, journalistic ←9 | 10→communication, etc. Individual chapters inform about opinions on selected current issues in the context of forming of mass media communication in Slovakia until and after 1993, taking their social function in terms of journalistic communication into consideration, resulting from the request of literary-democratic countries as well as the issue of forming of theoretical base of formation of the independent types of communication in mass media in the context of various mass media transmitter (print media, film, photography, literature, works of art in marketing communication, book). It also points out at the issue of stereotypes presented in Slovakia via social networks or advertising in all types of media.

The first chapter named Issue of Gender Stereotypization in Advertising as Mass Medium deals with the issue of presenting stereotypes. The subject of the issue presented is especially the question of presenting inequality in advertising types of communication on the line of male-female linguistic gender. Based on the examples of foreign researches, it points out at the issue that may be identified in Slovak marketing/mass media communication as well. Advertising as mass medium is the topic of the second part of this monograph The Issue of Syncretism of Mass Media and Artistic Communication. Application of artistic elements in advertising is demonstrated based on foreign commercial types of communication Slovak recipient (consumer) is familiar with. The chapter demonstrates interconnection of visual artistic works with mass media and points out at possible issues of this application. The part named Issues of Analytical Journalism in the Magazine Romboid deals with the literary art in the context of genre requirements of journalistic communication in Slovakia. The chapter points out at issues accompanying the formation of opinion journalism of rational type focused on literary production of Slovak authors from the Second Word War that influenced the development of current Slovak genres of analytic journalism. The issue of forming and using genres within journalistic communication is dealt with in the chapter named The Issues of Journalistic Genres in the Slovak Press. This part of the monograph draws its attention to print mass media consisting of discourses-journalistic texts produced by journalists. It outlines various determinants that influenced the current state of the existence of linguistic frameworks journalistic texts formation in Slovak print media in the form of the theory of journalistic genres.

As we mentioned before and as it results from the previous description of individual chapters, this monograph does not describe all the issues of mass media in Slovakia but it attempts to provide an overview of some of them that are interconnected, respectively, where one issue results from another seemingly different one. We believe that this monograph provides the base for the research of forming of mass media in post-communist countries as the Slovak Republic is.

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1 The Czechoslovak Socialist Republic – until 1990.

Details

Pages
110
ISBN (PDF)
9783631800027
ISBN (ePUB)
9783631800034
ISBN (MOBI)
9783631800041
ISBN (Hardcover)
9783631799567
Language
English
Publication date
2019 (September)
Tags
Gender Stereotypization Artistic Communication Analytical Journalism Journalistic Genres Advertisement Slovak Journalism
Published
Berlin, Bern, Bruxelles, New York, Oxford, Warszawa, Wien, 2019, 110 pp., 12 fig. b/w, 6 tables

Biographical notes

Veronika Cillingová (Author) Eva Bútorová (Author) Dáša Nováčiková (Author) Jitka Rožňová (Author)

Veronika Cillingová, PhD, is an assistant professor in the Department of Journalism at the Constantine the Philosopher University in Nitra. Her academic interests focus on language of journalism and journalistic genres. Eva Bútorová, PhD, is an assistant professor in the Department of Journalism at the Constantine the Philosopher University in Nitra. She conducts research on gender stereotyping and gender equality in media and advertising. Daša Nováčiková, PhD, is an assistant professor in the Department of Journalism at the Constantine the Philosopher University in Nitra. Her academic interests focus on journalistic genres and literary criticism. Jitka Rožňová, Ph.D, is an assistant professor in the Department of Journalism at the Constantine the Philosopher University in Nitra. Her research interests include art in media communication and advertising.

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Title: Current Issues in the Slovak Mass Media