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A MediaEgo in the MediaPolis. Towards a New Paradigm of Political Communication

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Agnieszka Walecka-Rynduch

The monograph is focused on three essential research problems identified by the key terms used in its title. The analysis covers concepts that previously were not subject to in-depth research projects: the MediaPolis, a MediaEgo and evolution of the political communication paradigm, observed and analysed on the political scene in Poland. Evolution of the public sphere and the media requires consideration of the causes of ongoing changes and of forecast transformations initiated by those changes. Hence, the research project focused on the sphere that emerged in an intersection of known discourse areas – public, political, meta-political and media discourses. The monograph summarizes years of research into the proposed concepts of a MediaEgo politician and the MediaPolis public sphere.

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The contemporary public sphere: The sphere of politics – the political sphere – the MediaPolis

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Each of the research areas included in the heading is characterised by multiple interpretations and definitions. They belong to the group of concepts in the social sciences and social philosophy that are commonly used but understood rather intuitively. A short description of each of these conceptual constructs is thus necessary because they will be used in an analysis of functions of the MediaPolis public sphere. The method of critical discourse analysis (as defined by Michael Meyer) on all its levels (programmatic, historical and social) is employed in the following chapter.40

The concept of public sphere belongs to that category of concepts in public discourse which are hard to define due to the number of premises that should be used in an attempted definition. Specific referents of the term cannot be indicated (Gadowska, Winczorek, 2016: 311–334). Mirosława Marody and Anna Giza-Poleszczuk, Polish researchers into the public sphere indicate that the concept has a “clear evaluating addition” – its existence is perceived as good and desirable (Marody, Giza-Poleszczuk, 2004: 259).

The public sphere is commonly and generally understood as a synonym for the shaping of public opinion where the media have a privileged position. Citizens, as a public body, freely express their views, protected by the freedom of peaceful assembly, association, expression and publication of opinions (Dobek-Ostrowska, 2006: 73; 2019: 144–145).

However, the public sphere means principally an attempt to find a balance between what is perceived as public and what is perceived as...

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