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


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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Evolution of the political communication paradigm


were indicated in the explanatory layer.

Narrative analysis was used as the second research method, including principally consideration of experiences, impressions and self-narratives recorded in the research material.94 The research project also included the comparative method used to analyse graphics contained in the publications studied as part of content analysis. A similar research methodology was used in the analysis of the epistolary material discussed in the light of the axiological aspect of words it contained and the choice of banner words95 – political and collective symbols ←143 | 144→ and keywords (marked using a special character known as hash); their frequency and connotations were also indicated (Kajtoch, 2018: 22–30). The material used to study the interactive media originated from official channels used by selected political actors – the MediaEgo politicians. The methods employed included both content analysis and the comparative method, used to analyse official Web accounts of the MediaEgo type of politicians on Facebook. References to the rhetorical figure of authority were used as a categorisation rule.96 Specific variables were determined – theme areas with their epistemic and deontic aspects of functioning of the rhetoric authority figure.

The audiovisual material was surveyed using the method of multimodal media message analysis and the method of qualitative content analysis. Banner words and keywords (marked with hashes) were indicated using the frequency criterion. The method of analysis of multimodal media messages was used principally in research into the performative communication channel, both in its aspect of multiplication of specific contents (the...

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