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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 MediaEgo: A new personal, identity- and media-oriented type of politician

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It is clear that the processes discussed above also took place in the relationships between Polish media and politics. A completely new type of media-oriented politician emerged and was established in the recent double 2015 election in the Polish MediaPolis: not a celebrity, not a showman anymore but a homo politicus focused on the media who uses a specific political “media gene,” which is characteristic of a MediaEgo, for the purposes of promotion of their own image. We are talking about a politician who was previously unknown or known only to a small group of recipients but uses all available media channels for the purposes of a political event to implant his or her image in recipients’ minds. The subject matter indicated in the introduction represents the central research problem of this publication and a kind of scientific challenge.

This section of the monograph thus reduces theoretical terms to a definition of the MediaEgo concept. The adopted definition has a regulatory nature – it modifies everyday meanings of words or intuitive approaches, making them precise and suitable for achieving scientific objectives (Grobler, 2006: 147). Thus, the concept was operationalised, and its dispositional properties were indicated.72 The line of reasoning about a type of politician results from paradigmatic definitions that consist in indicating a representative pattern – a paradigmatic pattern (Grobler, 2006: 163).

Traditional essays on the creation of politicians’ images in the literature on the subject may be divided into two lines of thought: as seen from the...

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