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.
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
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