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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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The theoretical discussion contained in this book, substantiated by numerous examples from various communication channels and tools, certainly revealed only a fragment of the public sphere consistently termed by me “the MediaPolis.” A fragment of the social and political reality that was characteristic of the first two decades of the twenty-first century that surely will affect future decades.

This sphere is defined using the prefix hyper- as I indicated in the Introduction (Maj, Derda-Nowakowski, 2009: 27).138 The prefix denotes intensification of all processes known from the past. The MediaPolis did not reject any communication tool or channel; the inherited ones were renewed and involved in an evolutionary change. Those processes blurred the distinction between the “high” and the “low” media, between the media addressing politics, used by politicians and the media providing entertainment and popular culture. In the fifth age of communication outlined by me, all these media are included in the set of channels that constitute and maintain the MediaPolis. This situation brings to mind the proposal made by Derrick de Kerckhove: let us return to the concept of modernity of society (Bauman, Beck, Giddens), but understood as hypermodernity, denoting an intense, extremely mediated modernity (Maj, Derda-Nowakowski, 2009: 28). Hypermodernity is home to a hypersociety, an output of multiplied innovation, intensified activity, rapid communication, intertextuality, mass nature of integration, accelerated decay of mediated social relations (Maj, Derda-Nowakowski, 2009: 28).

Suggestions that an omnipresent system should be defined in terms of the technological and political...

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